Global expansion is the sweetest, most lucrative goal for digital services, yet local and cultural specifics are an obstacle to this limitless strive. According to recent research by CSA Research, 72% of consumers are more likely to purchase a product or service when the information is presented in their native language, and 40% actively avoid buying from websites that only offer content in English. Moreover, companies that invest in localization not only enhance customer satisfaction but also achieve faster market expansion and revenue growth. When you think about it, it makes total sense. Why would a product sell well when it is not made for its target audience? But, even when that was not the case initially, it is never too late to change course: for example, McDonald’s in Japan adapted its menu to local preferences and saw a 135% increase in conversion rates.
In this context, the strategy of globalization (global + localization) becomes a key tool for entering new markets. How deep should localization go for a product to feel truly “native”? And what role does personalization play? The main challenge is striking a balance between global scalability and local relevance.
Drawing from my experience launching Yango Play in MENA — where we developed an AI-powered Entertainment SuperApp that quickly became one of the region’s leading streaming platforms — I’ll share how combining personalization with deep localization helps digital services build user trust.
1. Glocalization – The Balance Between Global and Local
Glocalization is when your global product starts feeling natural to local users. Changing the interface language is not enough for a product to feel natural: if you ignore cultural context and user habits, the service may still feel foreign (even with a perfect translation). Proper adaptation covers three levels:
- Language. It’s not just about translation but conveying meaning while considering idioms, specific terminology, and commonly used phrasing in the region. The text should feel as if it were written by someone from the user’s social circle — it creates an entirely different experience.
- Culture. Colors, visual style, tone of communication, and even sentence structure all influence how naturally a product is perceived in different countries.
- User Experience. People interact with digital services differently. Some payment systems are standard in one country but barely used in another. Likewise, interface behavior that feels intuitive to one audience may seem utterly illogical to another.
- Content. Creating content that feels made for the audience rather than just translated for them is crucial to success. Content should feel like it is made for your audience rather than just translated for them. Engagement here depends on how culturally relevant you can make your materials. You don’t need a story with a global appeal (we are not travelling far here) but a smartly adapted narrative to be the game-changer for your business.
Just look at Turkey — its storytelling blueprint works across continents, making Turkish dramas a worldwide sensation. And when localization needs to go even deeper, full-on reshoots with local actors can turn a hit show from one market into a seamless success in another.
Conclusion: Glocalization is not just a translation but a profound adaptation of a product, seamlessly integrated into the cultural, linguistic, and user experience context of the local market.
2.The Business Realities of Localization
If you think localization can be based on anecdotes and done remotely – we’ve got things to talk about. References and online data won’t cut it here. You (or, the team) need to be physically present in the region to truly understand user behaviour that is specific to the location you are aiming for.
In our case, the correct display of the interface, considering that Arabic is written from right to left, could not be accurately replicated by referring to abstract Figma references. Working on-site allowed us to adapt faster and more precisely, as it became immediately clear what worked and what didn’t.
Yet, the process of entering new regions is notorious not just for the cultural aspect: local legislation, data security regulations, tax policies, and other legal restrictions are factors that every business simply has to consider.
Then, team distribution plays a key role, too. While product development can remain centralized, marketing and business development must be localized. The reasons are the same: it is essential for understanding the culture, communicating with users in their language, and creating content that feels natural to the audience.
For example, a music streaming service entering the Middle Eastern market cannot rely solely on interface translation. It must also account for popular regional genres, how people consume music, and which platforms are commonly used for distribution. Specific genres, such as Khaliji or Levantine music, require a particular approach in recommendation algorithms. Or, music platforms can promote playlists ahead of major concerts, while streaming services can offer themed content during national holidays.
If your product ignores local trends, you’re already behind. People want content that speaks their language — literally and figuratively.
Real-World Examples of Localization Success
- Morocco’s National Football Team in the World Cup: When Morocco’s team unexpectedly reached the World Cup semifinals, local streaming and news services immediately adapted their content to match audience interest. Of course, those who reacted quickly saw record engagement growth. This is quality situational marketing in action.
- Coldplay Concert in the UAE: Music platforms had the opportunity to promote Coldplay playlists, send event notifications, and integrate content with themed selections. This increased user engagement and seamlessly integrated the service into users’ daily lives.
Conclusion: Remote localization based solely on references and online data does not provide a deep understanding of user behavior. Therefore, on-site work is essential for accurate product adaptation that considers the region’s cultural, business, and technological realities.
3. Personalization as the Key to User Engagement
Deep product adaptation is impossible without personalization. Especially algorithmic personalization. It simplifies the challenge of appropriate product adoptation.
In our case, music recommendation is a key feature. We refined our algorithm in the CIS region, where a large volume of data helped improve the model. The algorithm doesn’t require region-specific adaptation, as the mathematical principles remain the same.
However, the quality of personalization depends on the accuracy of data labeling. Artist names must be consistently labeled across all languages to make sure the system correctly links user interactions with that artist. For recommendations to function properly, the algorithm must also recognize that Egyptian rap is actually rap, not pop music.
Algorithms are universal, but data labelling is still a major challenge. Frankly, doing it manually is the only way to ensure high accuracy. This process consists of two stages: first, specialists label the data, and then, experts validate it. We attempted to automate this process using parsing, but in practice, manual verification remains the most accurate solution.
To make sure we are not labelling Egyptian rap as pop, and Turkish R&B as folk, we hire people who understand the specific characteristics of music in their region. Here, the collective opinion of multiple experts ensures accurate classification. If three experts agree that it is Egyptian rap, then it is indeed rap, even if some doubts remain.
Conclusion: Personalization, especially algorithmic, plays a key role in adapting a product to different regions, but its effectiveness depends on the accuracy of data labeling and a deep understanding of local specifics.
For a digital service to become truly successful, it must be translated and seamlessly integrated into the culture and daily lives of its users. Global products should feel local — otherwise, users will choose an alternative that better understands their needs.
