What happens when poor localization goes wrong - the case of Dolce Gabbana

The owner of the fashionable super-brand Dolce & Gabbana posted a video yesterday apologizing deeply to the hurt of Chinese feelings after a commercial of the brand released a few days ago featuring a young Chinese woman who has difficulty eating Italian dishes with chopsticks. And led to a boycott of products on Chinese shopping sites. The Chinese claim that this is a racist video.

There is no doubt that one of the marketing people of the brand did not hit the Chinese taste, which could cause huge damage to the company's sales in China and its image among the consumer audience of luxury brands in China.

Localization is linked to the cultural adaptation of content, the transmission of a message or idea, and due to cultural differences. It is important to do so in a wise and thoughtful manner, while understanding the culture and language of the target audience. The rolling story of Dolce & Gabbana in China is an example of the importance of localized translation and localization in China