TENTANG EPISODE INI
What if your biggest risk in going global isn't competition or pricing—it's the cultural assumptions you didn't know you were making? Chui Chui Tan has spent 17+ years helping the world's top brands uncover exactly that, across 50+ markets.
In this episode:
• Why culturalization goes far beyond translation—and what most companies dangerously overlook when entering new markets
• How Spotify, Bumble, and Asana adapted their products and propositions based on deep cultural research in Japan and beyond
• The "four buckets" framework for separating cultural facts from assumptions—and why even senior leaders get it wrong
• Why AI tools like ChatGPT, DeepSeek, and Mistral each carry their own cultural accent, and what that means for global research
Chui Chui Tan is the Founder & CEO of Beyō Global and author of Research for Global Growth. Originally from Malaysia and based in the UK for over 20 years, she holds a PhD in human-computer interaction and has led cross-cultural research across more than 50 markets. Her clients include Netflix, Spotify, Bumble, Asana, Fiverr, the Washington Post, and Marriott International. She created the term "culturalization" and a 27-dimension cultural framework to help businesses move beyond surface-level localization.
Connect with Chui Chui Tan:
LinkedIn: https://www.linkedin.com/in/chuichuitan
Website: https://beyo.global
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Credits
Host: Robin Ayoub, Founder, Localization Fireside Chat
Connect and watch more
Website: www.L10NFiresideChat.com
Spotify: https://open.spotify.com/show/5OoURgc29R31XPGzOWL9iX
Be a guest: https://calendly.com/robin-ayoub/localization-fireside-chat-podcast-recording
LinkedIn: https://www.linkedin.com/in/robinayoub/
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