BMW Ice Cream Fiasco and Why Localization Matters

What is localization? According to our favorite new AI tool ChatGPT, it’s the following:

In marketing, localization doesn’t get mentioned much but in today’s globalized world, it matters a ton. Point in case: BMW at the Shanghai Auto Show!

Uproar over Ice-Cream

Chinese internet users recently slated German automaker BMW accusing it of discrimination at the show amid claims workers at its Mini booth favored foreign over domestic visitors during an ice cream giveaway promotion. A video from the event appeared to show Mini staff offering ice cream to foreigners while refusing to give it to Chinese visitors.

Mini China, which is owned by Germany's BMW, said the workers were distributing the treats to company employees. However, it also said that it was "deeply sorry for the negative mood the incident brought on everyone".

In a statement posted on Chinese social media platform Weibo, Mini China said it had given out a total of 600 ice creams during the show on 18 and 19 April. "In addition to distributing 300 portions of ice cream per day, we also reserved a very small portion for our hardworking colleagues on-site," Mini China said.

The topic "BMW Mini" quickly became one of the top searches on Weibo, with over 93 million views. The comments were largely negative. "You should have specified that the initial purpose was to give 'foreign' big and small friends sweetness," said a post that drew more than 165,000 likes.

Internet users in China have become increasingly vocal about the depiction of Chinese people amid rising nationalist sentiment online. The same could be said of any country where you do business. Indeed, many Chinese brands themselves often make the same mistakes when they go to market overseas.

4 pieces of localization advice

Let’s take a look at four things you can do, starting with language.

1. Language. Translating text into the local language properly, taking into account idiomatic expressions, slang, and regional dialects helps to ensure content is culturally appropriate and easily understood. So when you’re thinking about product names or branding, remember language matters.

2. Symbolism. Modifying content, images, colors, and symbols to ensure they are culturally appropriate and do not inadvertently offend the target audience. We all know China’s flag is red, and indeed foreign brands in China adopt red as part of their marketing strategy. But that doesn’t always translate, especially re. numbers e.g. 4 in Chinese equates to death!

3. Legal. Ensuring your product or service complies with local laws, regulations, and industry standards is kinda obvious but’s surprising how often it’s overlooked. The reality is no two legal systems or jurisdictions are the same and Western or for that matter, Asian companies, all too often make this mistake. There’s literally a news story about this every week, whether it’s intellectual property or labor laws.

4. Product. Adapting your products is perhaps most associated with localization in part due to the fact a physical product is often the manifestation of all of the above. Things like the user interface, layout, and design elements should be adapted to suit local preferences and expectations. In the Shanghai Auto Show analogy, it’s what made first made German and Japanese cars successful in China and it also explains why they’re now following behind.

Localization is one of those over used buzzwords but often not fully understood in reality. What are your thoughts on it? or brands that you think are doing it right? Leave a comment below!