This wasn't a translation error made by Starbucks. The part of the content in question was actually left in English. It was however, a huge failure to recognise how language, timing and historical context can be received in-market.

If creative ideas and content, including naming and references, are reviewed through a local cultural lens, then errors like this can be identified and corrected before they are made public.

For brands that operate internationally, cultural consultation and consideration is not just about avoiding mistakes. It should also be about protecting your brand through showing respect and understanding and ensuring that creative work lands as intended. Good advertising is emotive after all!

Cultural Resonance matters, whether you are translating your content or not.