What is transcreation in translation?

In localization, it is important to know the difference between translation and transcreation.

Translation is simply a process of text transformation into another language, and the goal is to transform the original message into the target language so people will understand it.

Transcreation, however, entails recreating the original message in a different language while maintaining the original meaning and intent. It is often used in marketing and advertising to ensure that the message is accurately conveyed to the target audience.

One example where transcreation is needed is the localization of jokes and puns. With translation alone, the risk of the meaning being lost is higher.