In the center of Seoul (South Korea) there is a street where all international brands must have their names transcribed in Korean (Hangul).
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Starbucks cafe in Korean in Insadong neighborhood. Photo: andie4ua/Reddit . |
In the world, many countries have different cultures and traditions. To please, famous brands like Starbucks or McDonald's have to adapt to local culture.
Transliteration of names in local alphabet
Insadong is a street located in the heart of Seoul (South Korea). In the past, this street was the residence of royal officials. Currently, this street has become famous to many tourists because of its beauty that blends traditional and modern features.
In 1987, the Korean government recognized Insadong as a special cultural property that needed to be preserved. At that time, business activities in this old town were restricted.
However, in early 2001, businesses were allowed to open in Insadong with purely Korean names.
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Even though they are big brands, Starbucks and McDonald's have to transliterate their names when they set foot in the Insadong neighborhood. Photo: Hawke Backpacking . |
Starbucks was the first international brand to appear. This company had to follow the local customs and adopt the Korean transliteration of its name (Hangul).
When it opened its Insadong store, it was the first Starbucks in the world to have a non-Latin sign. Besides Starbucks, another famous brand, McDonald's, also had to follow this rule.
According to Ms. Moon Ji Yeon, a Korean culture expert, accepting phonetic names is a way for international brands to respect Korean culture, especially with Hangul.
"The Korean transliteration is the brand's way of showing their respect to Koreans. It is also Korea's way of honoring Hangul on a street that is more than 500 years old," Ms. Ji Yeon shared.
The times the big guys changed
In Australia, global fast food chain McDonald's changed its sign to Macca's, a nickname that more than 55% of locals call the brand.
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Australia is the only country in the world that calls McDonald's Macca's. Photo: Karn G. Bulsuk . |
“What better way to show people how proud we are to be part of the community than by changing our store signage to the name people have given to the brand,” said Mark Lollback, marketing director for McDonald’s Australia.
This is McDonald's campaign to thank consumers in the land of kangaroos in 2013. Australia is the only country in the world that calls McDonald's Macca's.
The fast food chain said the name Macca's reflected its important position in Australia, where playful nicknames are common.
The Middle East is a potential market for many food companies. However, it has very different and sensitive cultures.
Starbucks is popular in the Middle East, where it has more than 600 stores. According to Globalization Partners, the Seattle-based brand has succeeded thanks to its localization strategy.
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Starbucks has found success in the Middle East market thanks to its localization campaign. Photo: IstiZada . |
Specifically, the company has translated their entire menu into Arabic. They also include Middle Eastern specialties such as halloumi (grilled bread) or zaatar (a typical Middle Eastern spice) on the menu.
Additionally, when rolling out alcohol offerings in stores around the world, Starbucks wisely chose not to offer it in locations in the Middle East, where alcohol consumption may be prohibited.
McDonald's has also enjoyed great success in the Middle Eastern market thanks to its practice of adapting to local customs.
The fast food chain has eliminated all pork, which is forbidden in Islam, and has also replaced its dairy drinks with nut milks.
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Many people commented that McDonald's menu in the Middle East is more impressive than in the US. Photo: McDonald's . |
Menus in Middle Eastern countries also differ greatly from those in the US or Europe. McDonald's has adapted local dishes such as shawarma and falafel into its menu.
Renowned photographer Gary Arndt said he was impressed by the way McDonald's created dishes based on Arabic culture. McArabia is his favorite dish in the Middle East.
"McDonald's or big brands always know how to survive no matter where they are. They know how to fit in a specific country. That's something we should learn," Mr. Gary added.
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