As an Arab, Egyptian, African, and Middle Eastern professional specialized in Arabic localization, I am consistently surprised by Western misconceptions about our culture. For 17 years, I have navigated multilingual environments and worked with brands like Netflix (localization) and Just Falafel (offshoring/consulting) that sought to penetrate Arabic-speaking markets. One succeeded, the other failed (and I’ll tell you why later).
There are a few common misunderstandings that impact both individuals and companies looking to expand into the Middle East. Without recognizing the importance of cultural, linguistic, and design nuances, Western companies cannot make their mark in these regions.
💡 Bottom line: The quality of your localization can make or break your success in Arabic markets. But with the right resources, tools, and information, you can win the customers' trust. Today, I’m sharing my experience to help you make better decisions in your expansion journey.
✨ The potential of Arabic markets 🔗
Arabic is one of the most widely spoken languages in the world, with over 420 million native speakers across 25 countries. It is also the liturgical language of Islam, giving it significant cultural and religious importance.
However, localizing content for Arabic-speaking markets is no simple task. The Arabic language is rich, complex, and deeply tied to cultural nuances. It also uses a unique script written from right to left, and has numerous dialects that vary significantly from region to region, as well as Modern Standard Arabic (MSA), which is used in formal contexts. Lastly, social and cultural considerations also play a crucial role, as Arabic-speaking audiences are highly sensitive to content that aligns with their values, traditions, and customs.
Despite these challenges, the effort to localize for Arabic-speaking markets is well worth it. The Middle East and North Africa (MENA) region is home to some of the fastest-growing economies in the world. For instance, the UAE and Saudi Arabia are hubs for technology, finance, and entertainment, while Egypt boasts a young, tech-savvy population of over 100 million. According to a report by PwC, the entertainment and media market in the MENA region is expected to grow significantly too, making it a prime target for businesses in these sectors.
🎙️ Learn more in our Bridging the Gap podcast episode with Kareem Ennassag, Technical Director at the LangOps Institute, when it comes to supporting right-to-left languages (and why it needs to be done from the start).
Countries & industries you should watch 🔗
- 🇸🇦 Kingdom of Saudi Arabia (KSA): All eyes are on Saudi Arabia right now with its rapid economic expansion and increasing digitalization.
- 🇦🇪 United Arab Emirates (UAE): A hotspot for businesses looking to outsource or expand in the area.
- 🇪🇬 Egypt: Despite facing considerable economic challenges, the country is still one of the most promising emerging markets.
- 🇱🇾 Libya: Still recovering from civil war and the devastating flood that struck two years ago, but it remains a market with a lot of potential.
The main industries in the Arabic market are oil and gas, media, tourism, and real estate. Oil and gas drive the major growth of the economy, while media is expanding with the increased production of digital content. Tourism attracts visitors with historical sites and modern attractions, and real estate is expanding with new developments and investments.
🫣 Why companies still get Arabic wrong 🔗
No shortage of Western companies underestimate the challenges of Arabic localization and then fail miserably to stay relevant in the market. Relying on direct translation, ignoring regional dialects, and neglecting design adaptations are just a few of them. In the section below, I’ll explore them in more detail.
1. They miss nuance & content censorship 🔗
Western companies often struggle with the deep cultural nuances that distinguish Arabic-speaking markets. They use direct translations that completely miss cultural references and idiomatic expressions, leading to messages that feel out of place or even offensive.
Take a look at these idioms, for example:
- 🔫 "Bite the bullet": This expression can't be translated directly into Arabic, but usually transcreation is recommended. Different approaches can be used depending on the context.
- 🍀 "Break a leg": It can't be directly translated in Arabic or it would literally mean "break your leg" (إكسر رجلك). However, some colloquial Arabic idioms can be used, i.e., گسر الدنيا ("break the world" 🌍) meaning to make a buzz or have major success in Egyptian Arabic.
2. They underestimate formatting and DTP 🔗
As an RTL language, localizing to Arabic requires careful attention to layout and design. Companies often fail to adapt their content properly, leading to a poor user experience.
3. They lack consistent terminology 🔗
Inconsistent use of terminology can dilute your message, confuse your audience, and even lead to unintended offense. There are dozens of examples I can mention to make this point, but here are a few:
- 👔 "مكوة" (Egyptian Arabic) means "clothes iron", but in Saudi slang, it refers to the buttocks (equivalent to booty in US slang).
- 🤵🏼♂️ "معرس" (Tunisian Arabic) means "groom" or newlywed, but it can be confused with معرص in Egyptian Arabic, which is similar to a swear word meaning “man with no honor/scum of the Earth.”
4. They overlook dialects 🔗
Arabic dialects vary significantly across regions. Some companies use a single dialect hoping that the "one-size-fits-all" approach works, but this ends up leading to miscommunication and ineffective branding, since Arabic-speaking culture has distinct social customs and religious beliefs depending on the area.
5. They rely on machine translation 🔗
Some businesses rely heavily on machine translation, ignoring it often fails in Arabic due to its complexity and context-driven structure. A good example is how Amazon and Alibaba approached expansion to the Middle East between 2016 and 2018. During this period, e-commerce adoption was rapidly increasing in the region, and Alibaba's expansion didn't seem to keep pace with Amazon's. One of the causes was their distinct approaches to localization: while Amazon succeeded by investing in a proper multilingual strategy and market entry, Alibaba relied heavily on machine translation and seemed to have a less locally tailored strategy. This resulted in UI and UX issues that likely hindered trust.
While Alibaba's overall user experience has definitely improved since then, I still find that some product descriptions can be unclear even now. The quality of the translations, especially for product details and specifications, often leads to confusion and distrust, and can make the shopping experience less smooth.
When Amazon expanded to the Middle East, they invested in a proper multilingual strategy and market entry that included professional localization and local acquisitions (like Souq in Egypt). In contrast, Alibaba relied heavily on MT and less tailored strategies. The first had a greater rate of success
At the end of the day, that poorly localized product information might contribute to more order cancellations, returns, and, potentially, a gradual decrease in market share. This is why the input of human translators remains crucial for sensitive and customer-facing content. The fact of the matter is that, while machine translation tools have improved, they often struggle with the complexities of Arabic.
6. They don't test their content 🔗
Skipping localization testing can result in costly mistakes. Many companies avoid testing their localized content with native speakers. This can result in errors that could have been easily avoided.
There's a bunch of instances where this has affected a brand's reputation:
- Pepsi's 2024 “Stay thirsty”: "خليك عطشان" translates as "Stay thirsty". Pepsi used this tagline in a campaign that was released amidst news of people dying of thirst in Gaza. They have since faced a major backlash and calls to boycott that suggest replacing it with local brands.
2. H&M's "Coolest Monkey in the Jungle”: Back in 2018, H&M faced backlash in the Middle East (and several other countries as well) for featuring a young model wearing a hoodie with the phrase "Coolest Monkey in the Jungle". This was seen as racially insensitive and offensive.
3. Dove's ‘Real Beauty’. Dove’s 2017 body lotion ad, part of its broader ‘Real Beauty’ campaign, was criticized in the Middle East for depicting a Black woman turning into a lighter-skinned woman, which many saw as perpetuating colorism and problematic beauty standards around skin tone.
☝️Successes & failures I've witnessed 🔗
Success: Netflix adapting to Arabic audiences 🔗
Netflix is a prime example of a company that has mastered Arabic localization. Recognizing the diversity of Arabic-speaking audiences, Netflix offers content in both Modern Standard Arabic and regional dialects. 🗣️ They also invest in dubbing and subtitling for popular shows, ensuring accessibility and cultural relevance.
For instance, the Arabic adaptation of Money Heist (La Casa de Papel) was widely praised for its high-quality dubbing and attention to linguistic nuances. They even came with a great creative ad to further tease the show. However, the entry into this region has not been without its challenges.
I had the chance to work with the Netflix teams in 2017 and 2018, when they were struggling to expand into Arabic markets. Initially, they tried a one-size-fits-all approach, but that failed due to the linguistic and cultural differences across the region. Then they hired native Arabic language managers and worked with vendors in the Middle East to find people from the region who were willing to participate in their campaigns.
In 2017 and 2018, Netflix was struggling to expand into Arabic markets. They tried a one-size-fits-all approach that failed. I worked with them to recruit translators for different dialectal varieties and adapt the projects to Middle Eastern cultural expectations
This was the case especially when the content was deeply sensitive culturally. For example, they used Orange Is the New Black as a test project for finding potential LSPs. But the series contained graphic scenes that went against cultural and religious norms, making it difficult to find translators willing to work on it.
To address this, I helped recruit translators from different dialect regions (Saudi, Egyptian, Algerian, Moroccan) and set expectations about the project. We were able to finally push the project further, and the show was eventually streamed in the country, but we had to adapt. The lesson here is to invest in native experts to produce localized content, or at least hire native consultants to advise you along the way.
Success: Amazon buying Souq 🔗
Amazon's expansion into the Arab market, particularly through its acquisition of Souq.com in 2019, presented a unique set of localization challenges. The e-global giant acquired the popular Middle Eastern e-commerce platform (at that time, the largest in the region), gaining access to Souq's customer base, delivery systems, and local payment methods. This allowed Amazon to quickly understand and adapt to the region's cultural and language differences.
By using Souq's knowledge, Amazon was able to enter the market more easily without starting from scratch. But they stumbled into inevitable localization challenges along the way, too:
- 💬 Language and culture: Amazon needed to adapt its services to include Arabic language support in different local dialects.
- 🫱 Building trust: To build more trust, they invested in local infrastructure and partnered with local SMEs.
- 📦 Payment and logistics: The acquisition provided Amazon with access to Souq's refined fulfillment operations, which likely included managing pre-existing partnerships with local delivery companies.
- 👨🏻⚖️ Rules and regulations: They had to adapt to complex regulations by complying with local data protection laws and customs rules.
Success: McDonald's expansion in the Middle East 🔗
McDonald's, the global fast-food giant, was also able to successfully enter the complex cultural and religious market of the Middle East. It understood local preferences, adapted its menus, and implemented strategic localization efforts, and now it has become a beloved brand in the region.
Although I don't consume McDonald's, they were one of the most successful brands to ever “invade” the Middle East. What localization strategies did they use?
- 🍔 Halal certification: McDonald's made sure all meat products are Halal-certified, aligning with Islamic dietary laws and strengthening consumer trust.
- 🍽️ Customized menu offerings: The brand adapted its menu to regional tastes, introducing items like McArabia sandwiches and traditional non-alcoholic beverages such as Arabic coffee and fresh juices.
- 👕 Cultural sensitivity: Restaurants prioritize a family-friendly environment by incorporating separate seating areas and enforcing employee dress codes that align with local customs.
- 🗞️ Effective marketing campaigns: McDonald's crafts culturally relevant advertisements featuring local celebrities, humor, and familiar cultural references to engage its audience. It also uses localized advertising to resonate with regional audiences in the Middle East.
Fail: Just Falafel presented typical food as a novelty 🔗
An interesting story of a successful European brand built by Arab immigrants that failed miserably in the Middle East is that of Just Falafel. 🧆 While falafel was trendy in Europe, it was already an everyday food in Egypt, Syria, and the UAE, making it an odd choice for a "new concept". Ignoring warnings, the company launched in the region but shut down within three months due to low demand.
The brand tried to “reinvent” falafel with gourmet variations and high prices, but locals saw it as an unnecessary upgrade. Falafel is a simple, affordable street food, and charging premium prices made Just Falafel unappealing. With plenty of well-loved falafel shops offering authentic flavors at low prices, the brand struggled to stand out. Its attempt to introduce international recipes didn’t impress customers either, who preferred the traditional one. Unlike Starbucks, which turned coffee into a lifestyle product, Just Falafel couldn't make falafel feel premium.
Unlike Starbucks, which turned coffee into a lifestyle product, Just Falafel couldn't make falafel feel premium. This simple, affordable street food was already a fixture in Egypt, Syria, and the UAE before the company tried to rebrand it at much higher prices
Rapid franchising also hurt the company, leading to inconsistent quality across locations and difficulty adapting. In competitive markets like Lebanon, this lack of consistency damaged its reputation.
Marketing was another weak spot. While Just Falafel built hype online, it failed to connect emotionally with Middle Eastern consumers. Many felt the brand was trying to modernize a food that didn’t need changing, making it seem commercialized rather than authentic.
In the end, a mix of poor strategy, pricing issues, weak differentiation, and ineffective marketing led to Just Falafel’s downfall in the region, forcing its exit by 2014. Their case is the same as Domino's Pizza trying to sell pineapple pizza in Italy.
➡️ My 5 tips for Arabic expansion 🔗
Having seen these examples, here are my recommendations if you're planning to expand to the Middle East:
1. Prioritize human translations 🔗
It's tempting to use machine translation, but it's usually not the best option when it comes to capturing the full meaning of your message. Even though LLMs and translation tools are getting better, they often miss the mark when it comes to capturing the real meaning behind the words. Hiring professional human translators who are native Arabic speakers is crucial. They’ll understand the cultural context and nuances, which machines just can't capture.
📃 Order human translations from English to Arabic from our team here
2. Consider dialectal variations 🔗
Arabic isn’t just one language — it’s made up of many regional dialects. Depending on the area you want to target, you’ll need to adapt your content to fit those variations. It’s essential to know which dialect resonates most with your audience and make sure your translations match that.
3. Pay attention to RTL layouts 🔗
Arabic is read from right to left, so your content, especially on websites or apps, needs to reflect that. Poor layout or formatting issues can completely ruin the user experience. Make sure your UI/UX design supports RTL text and accounts for text expansion (Arabic words tend to be longer than their English counterparts).
📲 Trying to localize your app to Arabic? Get ready to face these six challenges head-on
4. Respect cultural differences 🔗
Cultural understanding is key. Do your homework to avoid any content that could offend your target audience. Consider religious practices, values, and social norms when designing your marketing materials. Even small missteps can have a big impact on your reputation.
5. Use l10n tools & test before launch 🔗
Investing in localization tools can make your job easier by maintaining consistency and linguistic accuracy. Before you launch, do extensive testing with native speakers to make sure everything works as expected. Gather feedback and refine your content to ensure it resonates with local users.
🏜️Localizing well to Arabic pays off 🔗
In the end, thriving in Arabic-speaking markets isn’t just about translation — it’s about embracing the culture. Localization is an investment that yields hefty returns when done right. In this case, it opens the door to the vast MENA market and positions businesses for commercial longevity.
While Arabic localization can be complex, the benefits far outweigh the difficulties. Having a platform like Localazy to centralize all your localization materials, strings in different locales, and professional translation orders is already a big advantage. Add automations, powerful integrations, and a Language CDN to continuously push translation updates, and you have the perfect groundwork to tackle your next market.
