Author Archives: Lexi

Alcaraz Smashes Spanish Stereotypes at the US Open

During the US Open, an interviewer asked Carlos Alcaraz if, as a Spaniard, it was difficult for him to wake up early for an 11:30 a.m. match, a question that played into a tired stereotype that Spaniards are lazy or struggle with mornings.

Alcaraz responded with honesty and composure: “No, I am not a morning person. I find it difficult to get up in the morning. But today, I got up early, warmed up, and played well.”

His response highlighted two important points. First, the question itself showed a lack of cultural sensitivity, reducing an entire nationality to a cliché. Second, it demonstrated a lack of understanding of what tennis professionals actually do before stepping onto the court.

Players typically spend an hour to an hour and a half stretching and doing cardio, followed by at least another hour of practice before their match. Far from being lazy, the preparation reflects incredible discipline and physical commitment.

So no, not all Spaniards are lazy. And some, like Alcaraz, prove they are anything but.

Not Every Engagement Looks Like Taylor Swift’s

When Taylor Swift and Travis Kelce announced their engagement last week, all eyes were on one thing: the ring. In the U.S. and much of Europe, a diamond sparkler has become the symbol of commitment. But not every culture says ‘yes’ the same way.

In the West, diamond rings rose to fame in the mid-20th century after the famous slogan ‘A Diamond Is Forever’ from De Beers. Today, they represent love and permanence.

✨ Elsewhere, symbols differ:

  • In India, gold jewelry and family ceremonies matter more than rings.
  • In Nordic countries, both partners wear simple bands during the engagement.
  • In the Middle East, dowries and large celebrations often overshadow rings.
  • In Japan, couples may use Western rings but also honor traditions like sake-sharing rituals.
  • Across Africa, clothing, livestock, or other gifts mark the promise.

Whether a diamond, a bangle, or a shared ritual, the message is the same: a public promise of love and commitment.

While Swift’s ring may have captured global headlines, it’s only one version of a tradition told in countless ways.

The Cultural Language of Flowers

Giving flowers is a simple way to show how we feel. Whether it’s to say “I love you,” “I’m sorry,” or “Congratulations,” flowers help us express emotions without words. People have been giving flowers for thousands of years, and the meaning behind the gesture can vary across cultures.

In ancient Egypt, flowers were used in ceremonies and to honor the dead. The Greeks and Romans gave them as gifts at festivals. In Victorian England, each flower had its own secret meaning. Red roses meant love, yellow meant friendship, and so on.

Today, different cultures have different flower traditions:

  • In Japan, white lilies are used at funerals, not weddings.
  • In Russia, an odd number of flowers is for happy occasions; even numbers are for funerals.
  • In China, red flowers bring luck, but white ones can be a sign of mourning.
  • In Mexico, marigolds are used for Day of the Dead to remember loved ones.

In many Western countries, flowers are given for birthdays, Valentine’s Day, Mother’s Day, or just to say you care.

But be careful! What’s kind in one place may be rude in another. A certain color or number of flowers can carry deep meaning. That’s why it’s a good idea to learn local customs before giving a bouquet.

No matter where you are in the world, flowers remain a thoughtful way to connect with others and show you care.

How Culture Shapes Our Sense of Taste

Taste isn’t just genetic, it’s deeply cultural. While our individual preferences may be influenced by genes (like the 25 bitter taste receptors identified in Fox’s 1932 research), our broader understanding of what tastes ‘good’ is shaped by the world around us.

Culture teaches us how to taste. As Gheraldi, Mandag, and Earn (2009) note, taste is a social practice. It’s something we learn by experiencing and sharing meals, not something passively inherited.

Flavor pairings are one example. In Western cuisines, sweet and savory often go hand in hand (think maple bacon or salted caramel). In many Asian cuisines, the goal is balance. Dishes often contain sweet, salty, sour, and spicy elements all at once.

Local ingredients also play a role in shaping taste. Olive oil is central to Mediterranean cuisine, while turmeric and cumin form the aromatic base of many South Asian dishes. Even preparation methods impact flavor: Western cooking often involves high-heat roasting for crispy, caramelized textures, while Asian techniques like steaming and stir-frying produce more delicate, nuanced results (Chloe, 2023).

In the end, taste is both personal and collective. It’s an evolving product of our biology, our culture, and the ingredients we grow up with.

Image by zebby_ from Pixabay

The Most Gorgeous Countries in the World (According to Pretty Much Everyone)

Yes, beauty is in the eye of the beholder, but when it comes to breathtaking countries, the world seems to agree on a few favorites.

We reviewed several travel publications to see which countries people consistently name as the most beautiful in the world. While the lists vary, some places appear again and again.

Italy tops nearly every list. From the rolling hills of Tuscany to the dramatic coastline of Amalfi, Italy’s beauty is undeniable. Whether you’re into food, fashion, or frescoes, this country checks all the boxes.

Indonesia also ranked high across multiple lists. Its lush landscapes, crystal-clear waters, and vibrant culture have clearly captured hearts across the globe.

JapanGreeceSpain, and Australia were also strong contenders, thanks to a blend of stunning natural scenery, rich history, and captivating architecture.

Even countries that made just one list, like ZambiaNepal, or Colombia, remind us that beauty is everywhere. What makes a country ‘gorgeous’ isn’t just the view, but the feeling it gives you.

Whether you’re drawn to ancient temples, tropical beaches, or mountain peaks, one thing is clear: the world is full of beauty, waiting to be explored.

That’s what makes working in global communication so exciting. We get to connect with the cultures, colors, and languages that make this world so endlessly stunning.

We Found So Many Errors! Lack of QA and Review

Each week in July, we’re breaking down common client complaints in the localization industry and offering practical ways to avoid them.

The Localization Frustration Series
We Found So Many Errors! Lack of QA and Review
July 28, 2025

Few things are more frustrating than paying for professional translations, only to find typos, awkward phrasing, or inconsistent terminology. Clients expect polished, accurate work, especially when the content represents their brand.

So what causes all these mistakes?

No Second Set of Eyes
Sometimes translations go straight from the translator to the client with no formal review. Without a dedicated QA process, even great translators can miss things.

Lack of Context
If reviewers don’t know where the content is going to be used (web, software, print) they may approve translations that don’t quite fit.

No Style Guide or Glossary
Without clear guidelines, you can end up with inconsistent tone, formatting, or terminology across pages or languages.

Limited Testing
In app or website localization, failure to test in the live environment leads to cut-off text, display issues, or untranslated strings.


How to Get It Right
Strong QA doesn’t just catch errors, it helps ensure your message hits the mark across every market. Here’s what helps:

✅ Use a dedicated reviewer for every language
✅ Provide contextual information and reference materials
✅ Maintain up-to-date glossaries and style guides
✅ Run functional testing for all digital content

Good localization isn’t just about translating words. It’s about quality, consistency, and making sure your audience gets the best version of your message.

Cultural Cheating: Is Infidelity Ever Okay?

Last week, the CEO of Astronomer and their HR director were publicly exposed for having an affair during the Coldplay concert in Foxborough, Massachusetts, sparking major buzz across social media. But as outrage (and memes) spread, it really got me thinking: Is infidelity always seen as the ultimate betrayal? Turns out, the answer depends a lot on where you are and what your culture values.

What counts as “cheating,” and how much it matters, varies widely across different societies:

Expected
In cultures like France, Brazil, and Japan, discreet extramarital relationships, especially among men, can often be considered normal or even expected. The focus is usually on maintaining social harmony and privacy, rather than strict adherence to monogamy.

Acceptable (but frowned upon)
In places like ItalyArgentina, and parts of Russia, infidelity may be common and acknowledged, though it’s not glorified. These cultures tend to treat it as a personal flaw, not necessarily a scandalous story.

Strictly Forbidden
In more conservative societies, such as many parts of the United States, the Philippines, and several Middle Eastern countries, cheating is typically viewed as a severe moral violation. It carries deep social stigma and can trigger public outrage, reputation damage, and even legal fallout.

In short: Cheating isn’t judged by a global standard, it’s filtered through cultural norms, religious beliefs, and social expectations. That Coldplay concert scandal? It might be a career-ender in one place and a scandalous headline in another.

Why Is This Taking So Long? Slow Turnaround Times

Every week this July, we’re digging into the most common complaints in the localization industry, from mistranslations to missed deadlines, and sharing how we avoid these pitfalls at Local Concept. This week: slow turnaround times.

The Localization Frustration Series
Why Is This Taking So Long? Slow Turnaround Times
July 21, 2025

You’re trying to schedule your international product release, but the translations take much longer than you expected. Deadlines are slipping, teams are frustrated, and you’re not sure where the bottleneck is. What went wrong?

Common Causes of Delays

  • Lack of Planning: If timelines, roles, and review stages aren’t defined at the beginning, it’s easy for tasks to fall behind.
  • Disjointed Review Process: When feedback is given in rounds without coordination, even simple projects can drag on.
  • Overreliance on Manual Work: Translating, formatting, and QA all by hand takes time and increases the risk of errors.
  • Not Enough Resources: Some teams can’t scale up quickly when you need more languages or faster output.

How to Stay on Track

  • Set Clear Expectations Early: Build a realistic timeline and clarify who is reviewing what and when.
  • Centralize Feedback: Try to consolidate edits and approvals instead of going back and forth multiple times.
  • Use Automation Where It Helps: Tools like translation memories or integrated QA can speed things up without compromising quality.
  • Plan for Scale: If you have a multilingual rollout, make sure your team or provider can handle the volume.

Delays happen, but many can be avoided with the right structure in place.

Next week: “We Found So Many Errors!” Why Skipping QA and Review Can Sink a Project

Did They Just Use Google Translate? When Machine Translation Misses the Mark

We’ve seen all kinds of problems pop up during translation projects. In this July series, we’re breaking down the most common complaints from customers, and sharing simple ways to avoid them.


Did They Just Use Google Translate? When Machine Translation Misses the Mark

Machine translation tools like Google Translate or DeepL can be fast and easy. But sometimes, they get things very wrong, and you’re left with confusing or even embarrassing results.

Why does this happen?

Common Problems with Machine Translation:

  • It doesn’t understand your brand. Machine translation can turn “fun and friendly” content into something cold or robotic. If you’re trying to sell a product or connect with people, that matters.
  • It guesses the wrong meaning. Machines translate word by word. But language is full of context and culture. One phrase in English might mean something totally different in another language.
  • No checks for accuracy. Machines don’t know if something is wrong. If there’s a weird sentence or bad grammar, it won’t catch it. That’s why a human review is so important.

How to Avoid Machine Translation Mistakes

If you do use machine translation, make sure to:

  • Add human review. Have someone check and fix the machine’s work. This is called post-editing.
  • Use a glossary. A glossary is a list of your brand’s key words and how they should be translated.
  • Think about the content. Machine translation works better for simple, informative content. It’s not great for ads, jokes, emotional stories, or anything with a strong brand voice.
Have you ever experienced these issues with machine translation? Let us know!

Next week’s article will be, Why Is This Taking So Long? Slow Turnaround Times. Stay tuned!

That’s Not What We Meant! Dealing with Inaccurate Translations

Localization can unlock new markets, but it can also come with headaches when things go wrong. From awkward translations and broken layouts to confusing timelines and unclear processes, we’ve seen what frustrates clients the most.

In this series, we’re breaking down the most common complaints in the localization industry and sharing how Local Concept avoids them.

The Localization Frustration Series

Week 1: That’s Not What We Meant! Dealing with Inaccurate Translations

Have you ever paid for a translation, only to hear that it doesn’t make sense? Maybe it sounds weird, feels flat, or just doesn’t fit your brand. Sometimes, it’s not even clear what the sentence is trying to say.

What happened?

Common Problems:

  • No context: If the translator doesn’t know how or where the words will be used (like with software strings), they might make the wrong choice. Words need background.
  • Missing brand voice: A basic translation might tell the facts, but it won’t sound like you. If your brand is fun, serious, or emotional, the translation should match that. A car ad, for example, isn’t just about the car, it’s about a lifestyle.
  • Confusing terms: Special words for products or industries need to be clear before translation starts. If not, each translator might use a different word for the same thing.

How to Fix It

To get a better translation, think about:

  • Who is reading it? Is it for customers, employees, or partners?
  • Where will it show up? A website? A phone app? A printed flyer?
  • What tone do you want? Should it sound fun, serious, friendly, or professional?
  • Are your key terms clear? Make a short list of tricky or important words and what they mean.

Giving your translators this info ahead of time saves time, money, and frustration.

Next week: Did They Just Use Google Translate? When Machine Translation Misses the Mark