A Localization Within a Localization

fortune-cookie-1

For everyone who wrestles with marketing translation (sorry, localization), you may appreciate this story (and short video) from NPR.

Turns out, many Americans living in China miss really good Chinese food…well, Chinese food as they remember it in America, anyway.  So, a couple of enterprising Chinese Americans opened Fortune Cookie in Shanghai – a restaurant serving up the Americanized form of Chinese food to US expats and curious Chinese.

Aside from the humorous aspects of this story (the Chinese staff had only seen the white take-out boxes in Hollywood movies, so took pictures when they first saw them in real life), it does hold a lesson for medical device marketers, and the lesson is this:  sometimes a US-centric message, if it’s the right one, can be adapted and succeed quite nicely in the local market. Not everything has to be created whole-cloth, in-country.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s