Every August, lanterns light the rivers of Japan in a moving tribute to those who came before. Known as Obon, this festival is one of Japan’s most spiritual observances – a time for families to reunite, honour their ancestors, and reflect on the impermanence of life.

The rituals are poetic: paper lanterns (tōrō nagashi) guide spirits home, while rhythmic bon odori dances invite communities to move in remembrance. Words are few, but meaning is everywhere.

Obon reminds us that some messages live not in what is said, but in how it’s expressed. And that’s exactly why transcreation – not just translation – is essential for brands working across cultures.

Credit: www.savvytokyo.com

The Unspoken Language of Ritual and Respect

To someone outside Japan, Obon might simply appear beautiful. But to those who know, it’s a delicate dance of symbolism and emotional weight. Tone matters. Imagery matters. Even colour and gesture carry meaning.

And this holds true for brands.

Transcreation is about more than accurate wording. It’s about capturing tone, intention, and context. Misread these, and a message that works brilliantly in one market can fall flat – or worse, cause offence – in another.

Let’s look at an example where a global campaign misunderstood the cultural moment, and what we can learn.

Pepsi – “Bring Your Ancestors Back to Life” (China)

When Pepsi launched a campaign around ancestor veneration in China, the slogan – intended to evoke reverence – was mistranslated to “Pepsi brings your ancestors back from the dead.” In Western markets, that might come across as playful or edgy. In China, where ancestral respect is sacred, it felt irreverent and offensive. The ad was swiftly taken down after a few short months. 

The lesson? Not all cultures use humour the same way. And in moments of remembrance, tone can’t be left to chance.

Credit: Smithsonian Magazine

What Obon Teaches Us About Language

Obon isn’t flashy. It doesn’t shout. It whispers, remembers, and reveres. And the same is true of good transcreation.

At Creative Translation, we help brands honour culture, not just target it. Whether it’s adapting a slogan, developing tone of voice, or crafting multilingual campaigns, we take the time to understand what each moment means, not just what it says.

Because language that connects across cultures starts with empathy, not assumption.

A Final Thought

As floating lanterns light up Japan this August, take a moment to think about the quiet power of cultural nuance. Whether you’re planning a global campaign or crafting a single line of copy, remember: language isn’t just about being understood. It’s about making people feel understood.

And that’s something no machine can replicate.