Shein Boycotted in Paris: Chinese Brands Need to Be Cautious as Runto Expands Overseas

Shein被巴黎抵制,中国品牌要警惕了润拓出海 

This is a classic question about content creation and dissemination.

In today's information explosion, the answer is undoubtedly affirmative—There indeed exists content that can resonate with global users.But behind this is the intricate game of localization power and boundaries.

Content that can evoke global resonance often touches on the underlying emotional code shared by humanity. For example, love and loss, courage and fear, the desire for fairness. Pixar's "Coco" uses the Mexican Day of the Dead as a shell but contains the universally shared core of "family and memory," causing audiences worldwide to shed tears. Hayao Miyazaki's animations, with their guardianship of nature and peace, also transcend language and national borders. These works prove that:Universal emotions are the first bridge across cultural divides.

However, universal emotions alone are far from enough.Content localization is the key force that ensures this emotional "safe landing." It is not just about translating subtitles, but about deep cultural translation. When Netflix entered the Japanese market, it did not simply add Japanese subtitles but heavily invested in local original content that matched the narrative rhythm preferred by Japanese audiences (such as "The Naked Director"), while also adjusting the promotional phrases of Western series to keywords favored by Japanese users like "healing" and "growth." The power of localization lies in its ability to make users feel that "this is not a foreign work," but rather "this story is told for me."

But localization has a clearboundariesThis boundary is defined byCultural core and identity recognitiondefining boundaries. Certain content that touches on religious beliefs, historical traumas, or social taboos may provoke resistance regardless of how localized it is packaged, due to insurmountable value gaps. For example, content that overly emphasizes individual heroism may not resonate in collectivist cultures, and differing narrative perspectives on certain historical events may directly touch a red line. Forcing a crossing of this boundary not only fails to evoke resonance but may also lead to "cultural discount" or even backlash.

Therefore, the content that can truly trigger global resonance is a process ofFinding the best balance between universal emotions (commonality) and precise localization (specificity)The art of it. It must possess an emotional core that can penetrate all cultural barriers, while also understanding how to respectfully and skillfully integrate into the unique cultural genes of each land upon landing. When content creators can gaze at the shared emotional universe of humanity while also being grounded in the specific cultural landscape, global resonance will naturally occur.

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