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Nov 11, 2021 · 24m · we-live-to-build

Chinese Customers Used the Drive-Through on Foot

David Garcia Gonzalez · 12m spoken Sean Weisbrot · 10m spoken
0:00 / 0:00
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In this episode of We Live to Build, host Sean Weisbrot interviews Go Localize CEO David Garcia Gonzalez about best practices in translation, cultural adaptation, and the critical role of on-the-ground consumer research when expanding brands globally.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Sean holds 45.2% of the talking time here. How this is scored →

Sean as informed peer 5.4 Guest teaching 3.0 Guest disagreement 1.4 Sean pushing back 2.2
05100:0010:0020:001:53–5:58 · Sean as informed peer 1/10 David's Background and Defining True Localization David sets the stage by explaining his background and breaking down what true localization entails beyond simple translation. Sean mostly acts as an interviewer asking standard process questions.5:58–10:40 · Sean as informed peer 8/10 Navigating Cultural Nuances and Audiovisual Subtitling Sean pushes back on David's e-learning example by providing deep domain context regarding the Chinese government's crackdown on for-profit education, and details his own past anime fan-subbing experience.10:41–17:20 · Sean as informed peer 8/10 Brand Localization Failures and Menu Adaptations Sean dominates the conversation with deep specific knowledge about brand transliterations, KFC menu choices, and international trade in chicken feet, which David validates.17:20–21:04 · Sean as informed peer 7/10 Drive-Through Culture Shock and Consumer Habits in China David speculates on Chinese dining habits and drive-throughs, but Sean corrects his assumptions with firsthand knowledge of urban Chinese demographics and pedestrian drive-through behaviors.21:04–24:32 · Sean as informed peer 3/10 Translating Foreign Concepts and David's New Book Sean poses a nuanced question about native speakers struggling to localize unfamiliar foreign concepts, and David outlines his market research strategy and discusses his book.1:53–5:58 · Guest teaching 5/10 David's Background and Defining True Localization David sets the stage by explaining his background and breaking down what true localization entails beyond simple translation. Sean mostly acts as an interviewer asking standard process questions.5:58–10:40 · Guest teaching 3/10 Navigating Cultural Nuances and Audiovisual Subtitling Sean pushes back on David's e-learning example by providing deep domain context regarding the Chinese government's crackdown on for-profit education, and details his own past anime fan-subbing experience.10:41–17:20 · Guest teaching 2/10 Brand Localization Failures and Menu Adaptations Sean dominates the conversation with deep specific knowledge about brand transliterations, KFC menu choices, and international trade in chicken feet, which David validates.17:20–21:04 · Guest teaching 2/10 Drive-Through Culture Shock and Consumer Habits in China David speculates on Chinese dining habits and drive-throughs, but Sean corrects his assumptions with firsthand knowledge of urban Chinese demographics and pedestrian drive-through behaviors.21:04–24:32 · Guest teaching 3/10 Translating Foreign Concepts and David's New Book Sean poses a nuanced question about native speakers struggling to localize unfamiliar foreign concepts, and David outlines his market research strategy and discusses his book.1:53–5:58 · Guest disagreement 1/10 David's Background and Defining True Localization David sets the stage by explaining his background and breaking down what true localization entails beyond simple translation. Sean mostly acts as an interviewer asking standard process questions.5:58–10:40 · Guest disagreement 2/10 Navigating Cultural Nuances and Audiovisual Subtitling Sean pushes back on David's e-learning example by providing deep domain context regarding the Chinese government's crackdown on for-profit education, and details his own past anime fan-subbing experience.10:41–17:20 · Guest disagreement 1/10 Brand Localization Failures and Menu Adaptations Sean dominates the conversation with deep specific knowledge about brand transliterations, KFC menu choices, and international trade in chicken feet, which David validates.17:20–21:04 · Guest disagreement 2/10 Drive-Through Culture Shock and Consumer Habits in China David speculates on Chinese dining habits and drive-throughs, but Sean corrects his assumptions with firsthand knowledge of urban Chinese demographics and pedestrian drive-through behaviors.21:04–24:32 · Guest disagreement 1/10 Translating Foreign Concepts and David's New Book Sean poses a nuanced question about native speakers struggling to localize unfamiliar foreign concepts, and David outlines his market research strategy and discusses his book.1:53–5:58 · Sean pushing back 1/10 David's Background and Defining True Localization David sets the stage by explaining his background and breaking down what true localization entails beyond simple translation. Sean mostly acts as an interviewer asking standard process questions.5:58–10:40 · Sean pushing back 4/10 Navigating Cultural Nuances and Audiovisual Subtitling Sean pushes back on David's e-learning example by providing deep domain context regarding the Chinese government's crackdown on for-profit education, and details his own past anime fan-subbing experience.10:41–17:20 · Sean pushing back 2/10 Brand Localization Failures and Menu Adaptations Sean dominates the conversation with deep specific knowledge about brand transliterations, KFC menu choices, and international trade in chicken feet, which David validates.17:20–21:04 · Sean pushing back 3/10 Drive-Through Culture Shock and Consumer Habits in China David speculates on Chinese dining habits and drive-throughs, but Sean corrects his assumptions with firsthand knowledge of urban Chinese demographics and pedestrian drive-through behaviors.21:04–24:32 · Sean pushing back 1/10 Translating Foreign Concepts and David's New Book Sean poses a nuanced question about native speakers struggling to localize unfamiliar foreign concepts, and David outlines his market research strategy and discusses his book.

speaking balance: gold is Sean, purple is the guest (3 minute bins)

0:00 · Sean 67.1% · guest 32.9%0:00 · Sean 67.1% · guest 32.9%3:00 · Sean 16.2% · guest 83.8%3:00 · Sean 16.2% · guest 83.8%6:00 · Sean 61.6% · guest 38.4%6:00 · Sean 61.6% · guest 38.4%9:00 · Sean 32.9% · guest 67.1%9:00 · Sean 32.9% · guest 67.1%12:00 · Sean 66.2% · guest 33.8%12:00 · Sean 66.2% · guest 33.8%15:00 · Sean 41.6% · guest 58.4%15:00 · Sean 41.6% · guest 58.4%18:00 · Sean 35.9% · guest 64.1%18:00 · Sean 35.9% · guest 64.1%21:00 · Sean 30.1% · guest 69.9%21:00 · Sean 30.1% · guest 69.9%24:00 · Sean 98.1% · guest 1.9%24:00 · Sean 98.1% · guest 1.9%
Sharpest disagreement ▶ 7:27 David defends corporate e-learning localization

David gently pushes back on Sean's dismissal of e-learning in China by clarifying that multinational corporate compliance and HR training remain necessary regardless of consumer education policy.

 Hardest push from Sean ▶ 5:58 Sean challenges e-learning viability in China

Sean bluntly rejects David's example of localizing an e-learning course for China, citing China's aggressive regulatory ban on for-profit education.

 Biggest teaching moment ▶ 2:00 David defines true localization

David clearly educates the audience and host on the difference between simple literal translation and culturally adapted audiovisual localization.

 Sean holds their own ▶ 13:40 Sean details the international chicken feet market

Sean demonstrates deep personal industry expertise by explaining how he used to trade thousands of shipping containers of chicken feet from Brazil into China.
the scores for every segment, with the reasoning behind each
ChapterTopicSean as informed peerGuest teachingGuest disagreementSean pushing backWhy
David's Background and Defining True Localization 1511 David sets the stage by explaining his background and breaking down what true localization entails beyond simple translation. Sean mostly acts as an interviewer asking standard process questions.
Navigating Cultural Nuances and Audiovisual Subtitling 8324 Sean pushes back on David's e-learning example by providing deep domain context regarding the Chinese government's crackdown on for-profit education, and details his own past anime fan-subbing experience.
Brand Localization Failures and Menu Adaptations 8212 Sean dominates the conversation with deep specific knowledge about brand transliterations, KFC menu choices, and international trade in chicken feet, which David validates.
Drive-Through Culture Shock and Consumer Habits in China 7223 David speculates on Chinese dining habits and drive-throughs, but Sean corrects his assumptions with firsthand knowledge of urban Chinese demographics and pedestrian drive-through behaviors.
Translating Foreign Concepts and David's New Book 3311 Sean poses a nuanced question about native speakers struggling to localize unfamiliar foreign concepts, and David outlines his market research strategy and discusses his book.

Statements from this episode (5)

Opinion
Weisbrot: Localizing E-Learning into China Is a Terrible Strategic Move
“So the idea of localizing an e-learning course Into China right now is actually probably the worst thing you could think of doing as a company.”
Sean Weisbrot Nov 11, 2021 ▶ 7:20
Assertion Contradicted
American Airlines Accidentally Translated a 1980s Ad Campaign as 'Fly Naked'
“American Airlines from the eighties, and they were translating and localizing one of their campaigns from the U.S. To Mexico when they were starting to fly to Mexico more often. They were coming up with the new business sets. There was a very luxurious, and th…”
David Garcia Gonzalez Nov 11, 2021 ▶ 11:38
Opinion
KFC Positioned as a Middle-Class Sit-Down Restaurant Experience in China
“Like, if you go to KFC in China, It's a sit down experience. It's a middle class experience in America. It's kind of like a lower class experience. Like what's, what's amazing is these brands want to be seen as for sophisticated people in Asia.”
Sean Weisbrot Nov 11, 2021 ▶ 16:41
Assertion Supported
Early Chinese Fast Food Drive-Through Customers Walked Through on Foot
“What they found was people were getting the food through the drive-thru in their car, parking in the parking lot, and then going inside to eat it, or they would walk through the drive-thru.”
Sean Weisbrot Nov 11, 2021 ▶ 18:18
Assertion Partly supported
The Average Chinese Driver Starts Driving Between 32 and 35 Years Old
“The average American driver is about 16 when they start driving. The average Chinese driver is about 32 to 35 when they start driving.”
Sean Weisbrot Nov 11, 2021 ▶ 19:32
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