When companies expand into new markets, they often start with translation, but sometimes, translation alone isn’t enough. That’s when transcreation becomes essential, ensuring your message resonates naturally with local audiences.
What Is Transcreation?
Transcreation combines the precision of translation with the creativity of content writing. It is the process of recreating a message so that it maintains the same meaning, tone, and emotional impact in a different language and culture.
According to the American Translators Association (ATA), transcreation involves adapting content creatively to ensure cultural and emotional impact.
While translation focuses on what the words say, transcreation focuses on how they make people feel.
For example, an English slogan that relies on humor or rhyme may lose its effect when translated directly. A transcreator does not simply translate the slogan; they reimagine it. The goal is to deliver the same emotional response for Indonesian audiences, even if the wording changes completely.
In short, it keeps the original intent alive while making it sound natural in the new language.
Beyond Literal Translation
Although both approaches share the same goal, they take different paths to get there..
| Translation | Transcreation |
| Focuses on accuracy and meaning | Focuses on intent, tone, and emotion |
| Follows the original structure closely | Adapts content freely for local culture |
| Suitable for manuals, reports, or legal documents | Ideal for marketing, branding, and storytelling |
| Helps audiences understand | Helps audiences connect |
Translation ensures clarity and accuracy, while transcreation ensures connection and engagement. Both are equally important, each serving different types of communication.
When Transcreation Is Needed
Creative adaptation is most effective when your message aims to persuade, inspire, or build connection rather than simply inform.
You will benefit from transcreation if your content includes:
- Slogans or brand taglines
- Marketing campaigns and advertising copy
- Product descriptions for lifestyle, beauty, or fashion brands
- Social media and website content
- Corporate storytelling or brand manifestos
In these contexts, a direct English to Indonesian translation can sound too formal or lose its emotional depth. Transcreation allows your message to sound as if it was originally written for the local market, authentic, engaging, and culturally attuned.
Closing
Not every message requires transcreation. But for brands that rely on tone, storytelling, or emotional connection, it can make a remarkable difference.
At Vy-Trans, we help businesses go beyond literal translation. Our English to Indonesian transcreation services are designed to preserve your brand’s voice while ensuring that every word resonates with its audience.
Because the best communication does not just translate what you say, it translates how it feels.
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Indonesian