Arabic is among the most resilient and diverse languages globally. This ancient language, with its various dialects spoken by 420 million people around the world, plays a crucial role in accessing Middle Eastern markets.
Arabic distinguishes itself as a unique and lively element within the vast spectrum of human communication. Spoken by over 420 million individuals in the Arab region, it ranks among the top six most widely spoken languages globally and is also an official language of the United Nations. Its rich historical background and poetic essence have extended its influence beyond the Arab world, impacting areas such as science, mathematics, philosophy, and the arts.
From an economic perspective, the trade between Arab countries is currently valued at an impressive $700 billion, accounting for about 10-11% of the world’s total trade. Arab nations span from Morocco in the west to the Persian Gulf in the east, each speaking over 32 distinct varieties of Arabic, arabs are influenced by their country, region, and colonial history.
Despite its widespread speakers and global presence, the Arab world’s population of 464 million, including nearly 50 million individuals living abroad, presents a challenge for Western companies aiming to localize in the region. The Arab world consists of 22 countries, each with more than 25 different dialects, adding complexity to the localization process due to cultural subtleties.
In this series, we will explore the primary obstacles that companies face when entering Arabic markets. We will offer guidance for various situations, but first, let’s dive into the basics and forms of Arabic localization.
Localizing Arabic for newcomers: obstacles and chances for your worldwide brand
Arabic’s Forms and Dialects
Arabic, a Semitic language of the Afroasiatic family, boasts a rich variety of dialects natively spoken throughout the Arab world. Grasping these nuances is essential for the success of your brand when entering Arab markets.
However, it’s important to note that Arabic is divided into three forms based on context:
Modern Standard Arabic (MSA – Fusha): This form is utilized in formal media, literature, and other formal settings.
Colloquial Arabic (Aamiya): The dialect varies from one country to another and is used in everyday conversations.
Quranic (Classical) Arabic: This form is employed in the study of religion and language sciences.
There are four major dialects emerging in Arab markets, which are attracting global brands and are becoming key destinations for luxury brands and franchise opportunities.
Egyptian Arabic (110 million speakers)
Egyptian Arabic is a leading dialect in the Arab media, music, and arts, due to Egypt’s status as a cultural and trading center for centuries, bridging the gap between Asia and Africa.
The majority of Arabs are familiar with it, as Egyptian drama and music enjoy widespread popularity throughout the Arab region. Egyptian Arabic, in turn, draws influences from Greek, Italian, English, Ancient Egyptian, Coptic, and French languages.
Gulf Arabic (58 million speakers)
Gulf Arabic is the dialect spoken throughout the Arab Peninsula. It is predominantly found in the Gulf states:
Saudi Arabia
United Arab Emirates
Qatar
Bahrain
Localizing Arabic for newcomers: obstacles and chances for your worldwide brand
Issues with adapting Arabic content
Entering the Arab market poses several recurring obstacles for international companies. Let’s examine them.
- Selecting a language variant
Arabic is known for its diverse range of dialects throughout various areas. From those in Egypt to those in the Levant and the Gulf, each carries its own distinct characteristics. Adapting content to a particular dialect can present challenges.
Many companies entering the Arab sphere initially opt for Modern Standard Arabic (MSA) for its cost-effectiveness and time-saving benefits, which is most appropriate for technical documents, medical and legal materials. Yet, for promotional and creative sectors, MSA is not commonly used in casual communications.
Companies new to the Arab market often choose MSA for its practicality in technical and legal documents, but it falls short in promotional and creative areas. For instance, Netflix faced difficulties with its localization approach in Saudi Arabia. Some Saudi viewers even created memes criticizing Netflix for its overly literal translations on Twitter. Netflix addressed this issue by tailoring its content to each specific region, eventually becoming a household name in many modern Arab homes.
- Complexity of the language
Arabic is a language with a complex system of grammar, verb forms, and the way nouns are changed to show their role in a sentence. Translators need to understand these complexities to make sure the translation is accurate and respects the culture. - Varied cultural sensitivities
Arab culture is diverse, changing from one country to another. It’s important to be aware of these cultural differences and to show respect when dealing with people from Arab backgrounds.
Arab people tend to be conservative: their religion and traditions are a big part of their culture and influence their buying habits significantly. This means that how to talk to Arab customers in business messages is different from what’s common in Western cultures. For example, gambling is illegal in most Arab nations, which affects what kind of business content is appropriate, and content that includes adult themes or explicit content is generally not well-received.
- Difficult formatting🔗
Arabic is a script written from right to left (RTL). This poses formatting challenges, as text alignment and layout require meticulous attention. When choosing a translation management system, it is important to ensure that RTL languages like Arabic are supported to avoid the unnecessary costs and wasted time needed to fix incompatibility issues.
- Arabization vs. localization🔗
Arabization involves adapting foreign content to Arabic-speaking markets, while localization goes beyond language to consider cultural context, imagery, and user experience. Western companies tend to choose the former and forget about the latter.
Localizing Arabic for newcomers: challenges and chances for your global brand
Localizing Arabic for newcomers: challenges and chances for your global brand
Getting started with Arabic localization: Where to begin?
Once you’re aware of the specific obstacles that might come with localizing for Arabic audiences, where should you begin? To start off, it’s crucial to understand that individuals need to feel recognized and appreciated before any product or service is introduced to them. Here are a few strategies to consider when adapting your content for Arabic.
Conduct thorough market research
Before launching into comprehensive localization, it’s important to evaluate and grasp the nuances of the target countries. It’s recommended to assemble a team from each country or region you aim to expand into. Seek advice from local specialists and ensure you select a team of skilled translators and proofreaders that are well-suited for the job.
Select appropriate tools
Having the correct CAT tools and TMSs that support Arabic and RTL languages is essential. If you’re considering AI-assisted translation & NMT (Neural Machine Translation) due to time or budget limitations, ensure you have a local team available to review and tailor the output to suit local audiences.
Grasp Arabic subtleties
This is obvious, but it’s important to communicate with your users in the dialect of the area you’re targeting. Arabic is spoken in numerous dialects. Grasping regional differences and cultural subtleties is vital for a successful localization strategy.
Be mindful of cultural sensitivities
Arabic-speaking countries share common cultural values but also have distinct customs and taboos. It’s important to adjust your content accordingly. Content that is explicit or offensive, uses vulgar language, or promotes alcohol, tobacco, gambling, and related products is strictly limited in the Arab markets.
Localizing Arabic for newcomers: challenges and chances for your global brand.
The chance to tailor to Arabic-speaking regions
Although the number of people in the Arab world is not as large as the total worldwide population, its importance in terms of culture, economy, and politics is significant. Grasping the subtleties of Arab culture and executing a successful localization approach for this audience is crucial for international companies aiming to expand their brands in Arab and Middle Eastern nations.
Cube Localization offers the blend of technology, know-how, and effectiveness to help you penetrate markets in Arabic-speaking areas. Through our resources and services, such as our integrations, CLT, and automation tools, you can assuredly connect with your intended audience with content that is both precise and culturally appropriate.
