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Imagine we all work at Noom and want to launch our weight-loss app in Mexico. We have onboarded a localisation services provider, like that boutique translation agency. They would find and onboard a few freelance Spanish-speaking translators, hopefully Mexican and living in Mexico, who are willing to localise all the content we’ll be sending their way.

If we send them “Swap your Sunday pancake tradition with a morning stroll in the park”, our localised Spanish-language version of this message is likely to say something like “Swap your traditional Sunday breakfast of chilaquiles for a morning stroll in the park”.

That’s nice. Surely, our Mexican users would relate to the message mentioning the typically Mexican breakfast of fried corn tortillas with salsa and other toppings.