Asian media globalization is a fact. There are countless examples of Asian films, series, books, music, and more that are taking the world by storm. But it’s not always easy to achieve this feat.
One of the biggest reasons behind this is the translation and localization that needs to go into it. Transforming Asian media across formats for global audiences is a tough job. However, it’s not insurmountable. And Asian media continues to prove this every day.
In this article, we explore numerous examples of the ways in which Asian media globalization has succeeded and surpassed expectations, not without its challenges. From manga and video games to dramas, literature, and music—get ready to discover the world where Asian media globalization is taking center stage.
Different format transformations of Asian media for global audiences
Asian media is as broad and diverse as the languages and cultures of the continent. Below, we explore five key media formats that are gaining global popularity and are leading to Asian media globalization as well as some of the challenges involved.
1. Localization of manga to animated series (anime)
The golden age of manga’s popularity was in the 1980s and 1990s. “One Piece” is one such example of a successful manga that has been running since 1997. For manga to spread in influence, it started becoming translated into anime, which was then localized for various markets. Two quick examples of this were the localization of “Naruto” and “Attack on Titan”. The original language was Japanese, then translated into various languages, and the format was changed from manga to anime. This did not come without challenges, though. Among these included:
- Translating into languages with different script systems
- Cultural references
- Humor
- Onomatopoeia
2. Localization of Asian video games
Another hit with global audiences has been Asian video games. This has required extensive localization in terms of:
- Narratives
- Character names
- Cultural jokes
- Game mechanics
The ultimate purpose is to ensure that the game’s essence is not lost. Examples include the localization of the “Final Fantasy series” and “Genshin Impact” both from Japanese/Chinese into multiple languages. The linguistic and cultural adaptations made were astounding.
3. Localizing K-dramas for global audiences
There are many nuances and subtleties involved in subtitling and dubbing Korean dramas for international viewers. Not only are international audiences not highly familiar with honorifics but other challenges that need to be surmounted include the translation of:
- Idioms
- Korean cultural elements
- Korean society
“Crash Landing on You” and “Squid Game” were two global hits. However, cultural nuances and societal norms are conveyed differently across different languages and as such, localization needs precision and attention to detail.
4. Localizing Asian literature to graphic novels
Another major transformation has been that of classic and modern Asian literature into graphic novels or comic book formats. This can include the adaptation process, visual storytelling challenges, and the translation of prose into dialogue and visual cues.
A big challenge, as expressed by certain translators and localization experts, has been to ensure that the limited space for text is filled optimally. Often, these experts have very little physical space to operate within and sometimes it is possible that meanings could be lost upon the reader.
A great example is the adaptation of “Journey to the West” or Haruki Murakami’s short stories into graphic novels, focusing on the interplay between text and visuals in storytelling across cultures.
5. Traditional Asian music and instruments to modern soundtracks
The last example of Asian media globalization is well portrayed in the translation and localization of music and musical instruments. Let’s take the soundtrack of “Ghost of Tsushima” as an example. This is where traditional Japanese instruments were used. And what about the integration of Chinese musical elements in the “Mulan” live-action movie soundtrack?
Traditional Asian music and instruments have been incorporated into the soundtracks of films, video games, and other media for global audiences. However, the challenges of translating the traditional sounds and their cultural significance into contexts that resonate with international audiences have been significant, too.
Each of these examples not only showcases the complex process of media transformation but also highlights the critical role of cultural sensitivity and creativity in translation and localization. However, despite the challenges, there are and continue to be many triumphs in bringing Asian languages and cultures to a global stage through various media formats.
Conclusion
Overall, Asian media globalization is gaining momentum and is nowhere near slowing down.
With important lessons learned from the past about how to translate and localize for global audiences, specialists in the field are becoming increasingly adept at conveying the right message to the right audience in the correct way.
Despite the challenges faced, translators and localization specialists today are capable of conveying emotion, imagery, audio, text, and video content ever more effectively, meaning that Asian media globalization is here to stay.