Niche brands in China are experiencing rapid growth, largely due to digital marketing strategies perfectly tailored to the expectations of Gen Z and Millennials, who seek unique products and personalized experiences.

China is becoming the go-to playground for niche brands specifically targeting the Gen Z and Millennial generations.

The Differences

Gen Z (Generation Z):

Gen Z refers to people born between 1997 and 2012. This generation is the first to grow up in a fully digital world, with constant access to the internet and social media. They are known for being highly visual, seeking authentic experiences, and are influenced by values like diversity, inclusivity, and sustainability. When it comes to consumption, they prioritize individuality and authenticity in brands.

Millennials:

Millennials, born between 1981 and 1996, are the generation that experienced the transition from the analog to the digital world. They grew up with the advent of the internet, social media, and smartphones. Millennials are often characterized by their desire to balance career and personal life, and their strong interest in experiences rather than material possessions. They seek brands that share their values, particularly in terms of social and environmental responsibility.

These two demographic groups, deeply connected and influenced by digital culture, are rapidly redefining the Chinese market.

But why are these young generations becoming prime targets for niche brands? And how are these brands managing to establish themselves in such a competitive market?

A New Era for Niche Brands

Niche brands are businesses that focus on a specific market segment, often offering highly specialized products or services but with strong and targeted demand. In China, these brands have gained traction in recent years, supported by a young and hyper-connected audience.

Chinese Gen Z and Millennials are savvy consumers with precise expectations when it comes to quality, customization, and the shopping experience. Unlike previous generations, who favored large international brands, these young generations are drawn to brands that speak directly to them, offer unique products, and are perceived as authentic.

Strong Values and a Clear Identity: What Chinese Young Consumers Are Looking For

Chinese Gen Z and Millennials are not just attracted to price or quality. They are primarily motivated by deep values and a sense of purpose. These generations are heavily influenced by concerns such as sustainability, ethics, inclusivity, and social responsibility. They want to consume more thoughtfully and feel closer to brands that share these values.

As we can see, “slow fashion” (consuming better) is growing rapidly in China: Article on slow fashion in China

Therefore, a niche brand in China must adopt a clear and sincere stance. Young consumers have become highly sensitive to superficiality. They are looking for brands that don’t just communicate values through marketing but embody them in their products, manufacturing practices, and even in their communication.

The Rise of Digital Platforms

The young generations in China are hyper-connected and spend a large part of their day on digital platforms. It is essential for niche brands to connect with their audience through the right platforms. Social media and messaging apps dominate the Chinese digital landscape, and apps like WeChat, Douyin (the Chinese version of TikTok), Xiaohongshu, and Weibo have become essential channels for reaching and engaging young consumers.

Niche brands in China are leveraging these platforms to build strong and increasingly loyal brand communities. For example, on Xiaohongshu, young users actively share product experiences and recommend brands they perceive as authentic. This phenomenon gives brands the opportunity to reach a targeted audience and engage in direct conversations with consumers.

Take a look at our article on the top 35 social networks and platforms to use in China.

Key Trends in Niche Brand Marketing in China

The Importance of Customization

Young generations want to stand out from the crowd and desire products that express their individuality. Customization has therefore become a major trend. Niche brands that successfully carve out a space in the Chinese market offer products that can be tailored, customized, or even co-created with the brand.

This can range from the customization of physical products like clothing, accessories, or shoes, to personalized service experiences, such as design choices or unique color options. The key for a niche brand in China is to understand that young generations don’t just want to buy a product—they want to experience something unique that sets them apart from others.

Li-Ning – Customizing Sneakers

One of the brands that has perfectly grasped this trend is Li-Ning, a major player in the sports sector in China. Last year, the brand launched a sneaker customization service, where consumers could choose not only the color and patterns of their shoes but also add unique elements like initials or numbers. This initiative was a huge success, particularly among young urban consumers who are looking for products that stand out from the crowd.

Check out the brand Li-Ning, a pioneer in sneaker customization in China.

The Impact of Influencers

Click here if you want to understand how influencers and KOLs work.

The role of KOLs (Key Opinion Leaders) or influencers in China is crucial in niche brand strategies. In China, influencers don’t just promote a product—they embody the brand’s values and become the true ambassadors of a community. Niche brands use KOLs to create authentic partnerships and campaigns that speak directly to young generations.

Influencers play a key role in attracting and retaining this clientele. In fact, these young consumers rely more on recommendations from their favorite influencers than on traditional advertisements. For a niche brand targeting Gen Z and Millennials, partnering with local influencers on platforms like Weibo, Douyin, or Xiaohongshu can be a powerful lever to boost brand awareness and drive sales.

See the Forbes ranking of influencers in China (Dior, Chanel, Nike…).

Social Commerce

Social commerce is booming in China. Live-streaming platforms like Taobao Live and Douyin allow brands to sell their products directly through live videos. Young consumers are more likely to purchase products they discover during live-streaming sessions, where interaction with the seller or influencer happens in real-time. Niche brands that successfully leverage these social commerce technologies can generate direct engagement and instant sales.

Understand how these social commerce platforms work and learn which ones to choose.

This allows young consumers not only to discover niche products but also to interact with content creators and ask questions live, making the buying process much more interactive and transparent.

A Growing Opportunity

Chinese niche brands are rapidly expanding due to the changing expectations of young generations.

Chinese Gen Z and Millennials demand products that align with their personal values, and these brands have figured out how to meet those needs. By leveraging authentic strategies, strong social values, and innovative digital presence, these brands are succeeding in a highly competitive Chinese market.

Niche brands must continue to innovate, adapt to the new expectations of young generations, and use the digital tools at their disposal to create unique experiences. Those who manage to establish an authentic emotional connection with this dynamic youth will have the best chance to thrive in this increasingly digital and demanding market.

A German-Chinese Interpretation Mission: Porsche Track Driving Experience Day

From November 22 to December 2, the Porsche Track Driving Experience Day transformed the Shanghai International Circuit into a true temple of automotive performance. Porsche offered enthusiasts a total immersion into its universe, highlighting a spectacular collection of vintage cars.

An Essential Linguistic Bridge

In an event where precision and communication are crucial, our German-Chinese interpreter played a key role.

His mission? To facilitate the exchange between:
The German coaches and the Chinese drivers, during intensive training sessions, where every technical detail could make a difference on the track.
The engineers and technicians, in charge of vehicle maintenance and adjustments to ensure optimal performance throughout the event.

A Successful Challenge

Thanks to this fluid and effective interpretation, the event ran smoothly, allowing every participant – from drivers to engineers – to focus on their mission: pushing the limits of automotive performance.

A huge bravo to our team for their professionalism and contribution to this celebration of mechanical excellence and Porsche’s expertise!

“I bought a machine in China but it was delivered without a user manual”.

Earlier this year we were contacted by a vending operations company based in the USA that had purchased a pizza vending machine from a manufacturer in China, and had it delivered to its headquarters.

However, there was a slight issue with the machine when it arrived at the company. It was delivered without any kind of operating instructions or user manual, and none of the staff at the company had any idea how to operate it.

A little surprised, the GM of the vending operations company contacted the manufacturer in China, who gave him some frustrating news – that indeed no user manual whatsoever (not even one in Chinese) existed for the machine!

Machine Purchased from China Without a User Manual

# Buying a Machine from China Without an Operating Manual

With a limited warranty, and no way of sending the machine back to China without spending thousands on shipping costs, the GM of the vending operations company in USA had no choice but to find a way to a have a clear, concise, comprehensive, and professional user, operations and maintenance manual written up in English for his vending machine and his operations team.

But how would this be possible? And who could help? The vending operations company is based in the USA, with a machine that only the manufacturer based in Southern China knows how to operate correctly. The GM went online and started his search.

Who Can Help Me Write a Manual for an Imported Machine from China?

# Professional Technical Writing for Industrial Equipment

After contacting a few companies who were unable to help, stating that it was beyond their scope of services, he then contacted HI-COM, to see if they had a solution. Thanks to HI-COM’s wealth of knowledge and experience of writing, producing and translating technical user manuals, as well as a permanent presence of a production team in China, the GM had come to the right place.

However, this was not a typical request. In most cases, the client already has a certain amount of content to be used in their manual, such as product information, specifications, user instructions, safety guidelines, images and diagrams of the product. But for this project, HI-COM was effectively starting with a completely blank canvas, as no such content was provided to us by the client, as it simply did not exist!

After discussing with the client and HI-COM’s internal production team, it was concluded that there was only one real solution, which was only possible thanks to HI-COM’s unique attributes:

• Its in-house staff, made up of experienced native English and Chinese translators and technical writers
• Its presence in China

The proposed solution was for two members of HI-COM’S production team (one English and one Chinese), to travel from their Shanghai office to visit the manufacturer of the vending machine in Guangzhou to view the machine and gather all the information they needed to write up the user manual for their American client, and so they did!

Creating a Custom User Manual

# How to Get a User Manual for an Imported Machine

Upon arrival at the manufacturer’s factory, there was no reception area, and not a single employee spoke a word of English, so it was vital that HI-COM had a Chinese native with them to find the right person to speak to and arrange the viewing of the machine.

This was also the case when it came to viewing the machine. The machine’s head engineer did not speak any English, so HI-COM’s Chinese Project Manager, who is fluent in English, was able to explain to his English colleague what was being said by the engineer while he was walking them through the components, mechanisms and functions of the machine.

HI-COM’s team made sure that all conversations were recorded, and that sufficient photos and video footage were taken, to equip them with the content they needed.

Technical Writing for Industrial Equipment

# Manual Writing for Chinese Equipment

After arriving back in Shanghai, HI-COM’S production team started work on the manual. Thanks to their experience of writing up other manuals, they split the content into clear, easy-to-read chapters, packed with photos they had taken during their visit.

After finishing a first draft, the team sent the manual to the client for review, and then after a few rounds of modifications and feedback from the client’s technical team, the content was validated. It was now time to work on the presentation of the manual.

Design and Layout of Technical User Manuals

Thanks to HI-COM’s in-house DTP and document layout service offering, the client did not need to look elsewhere to finalize his manual. He was able to liaise directly with HI-COM’s design team to obtain the exact layout, style, and format he was looking for, and any last minute changes and updates could be taken care of with a minimum of fuss.

Thanks to HI-COM’s expertise and professionalism, the GM of the vending operations company now had a clear, concise, and comprehensive user manual for his team, enabling them to operate and maintain the vending machine that had previously been laying idle and useless, and in turn bring in valuable income for his company.

Need a Custom User Manual for Your Imported Equipment?

Contact Us Today!

In this article, we will explain how people living in China can obtain their Chinese non-criminal record, and have it certified with a Chinese apostille (known in China as a notarial certificate).

For some cases, such as when moving back to their home country and applying for a new job, foreign nationals will need to provide a non-criminal record covering the time they spent in China, and have the Chinese apostille fixed to it.

What is an apostille?

An apostille is a certificate issued by the appointed authority in the country where the public document (such a university diploma or a non-criminal record) was drawn up, to certify that the document is genuine and authentic.

I am currently living in China. First of all how can I obtain my Chinese non-criminal record?

To obtain your Chinese non-criminal record while in China, you firstly need to go to your local Exit-Entry Administration Bureau (出入境管理部门), and bring the following documents with you:

• Valid passport
• Your old passports that cover your whole residence period in China
• Your registration form of temporary residence

Your non-criminal record certificate will then be issued to you

Ok great, so now how do I get my Chinese non-criminal record apostilled?

To have the apostille (or notarial certificate, as it is known in China) added to your notarized Chinese non-criminal record, you need to go to your local foreign affairs office (外事服务中心), and state the period the non-criminal record will cover. You must bring the following documents with you:

• Valid passport
• Your old passports that cover your whole residence period in China
• Your registration form of temporary residence
• The non-criminal record certificate you obtained at the Exit-Entry Administration Bureau (see above)

Your non-criminal record certificate with the apostille added will then be issued to you.

If I can’t go a notary public office or foreign affairs office myself, can someone else go on my behalf?

Yes. If you can’t go to a notary public office or foreign affairs office yourself, all you need to do follow the steps below:

• Sign a Power of Attorney document (see example below), and give it to your contact to bring with him/her
• Take photo of yourself holding the signed Power of Attorney and your passport, and send it to your contact to bring with him/her
• Give your contact a copy of your Temporary Residence form, to bring with him/her
• Give your contact your original passport to bring with him/her

Translation of your non-criminal record

The notary will also translate your non-criminal record into a language of your choice.

In this article, we will explain how you can have your official French documents legalized with a French apostille issued by a French Court of Appeal (Cour d’Appel), even if you are currently not in France.

For some cases, such as when applying for a Chinese green card, French nationals will need to provide a certain number of official documents, and have the French apostille fixed to them.

What is an apostille?

An apostille is a certificate issued by the appointed authority in the country where the public document (such a university diploma or a non-criminal record) was drawn up, to legally certify that the document is genuine and authentic. For more details on how the apostille system works, take a look at our article here.

An example of a French apostille for China is shown below:

Typical documents that require an apostille include university diplomas, and non-criminal records, and these are the examples we will focus on in this article.

Example 1: I am a French national living in China. How can I obtain an apostille for my non-criminal record and have it translated into Chinese, without having to travel back to France?

To obtain your French non-criminal record and have it apostilled and translated while living in China, you need to follow the steps below:

1. Request Your French Non-Criminal Record (Extrait de Casier Judiciaire):
   • You can request your non-criminal record online from the French Ministry of Justice’s website (https://casier-judiciaire.justice.gouv.fr). Ensure you have all necessary identification details to hand, and that the information matches with what’s shown on your passport.
2. Request an apostille for the document
   • After obtaining your non-criminal record, the next step is to have it apostilled. In France, apostilles are issued by the “Cour d’Appel” (Court of Appeal) in the region where the document was issued or where the issuer is based. As you are in China, the most straightforward option is to use a professional service that will arrange for the apostille to be applied to your non-criminal record in France. This process normally takes around one week, and once it has been completed, your apostilled non-criminal record will then be posted to an address in China of your choice.
3. Translation:
   • The documents will then need to be translated into Chinese. Please note that for documents to be submitted to the Chinese authorities, a sworn translation done in France by a sworn translator is not required. Instead, a certified translation done by a company in China recognized by the Chinese authorities is sufficient.

Example 2: I am a French citizen living in China. How can I have my French university diploma or similar official document notarized and apostilled without having to travel back to France?

To have your French university diploma notarized and apostilled while living in China, the most straightforward option is to use a professional service. The process is as follows:

1. Send your service provider a scanned copy of your French university diploma by email
   • Make sure the scanned copy is in colour and high-quality.
2. Have your documents notarized by your service provider
   
   • After your service provider has received your email, they will have the scanned document notarized by a qualified notary in France, to certify that it complies with the original copy of the diploma.
3. Have the apostille applied to the document in France by your service provider
   • After notarization, your service provider will arrange for the apostille to be applied to your university diploma in France. The process for steps 2 and 3 takes around 2 weeks. Once completed, your apostilled university diploma will then be posted to China for translation (see step below).
4. Translation:
   • The notarized and apostilled documents will then need to be translated into Chinese. Please note that for documents to be submitted to the Chinese authorities, a sworn translation done in France by a sworn translator is not required. Instead, a certified translation done in China by a company recognized by the Chinese authorities is sufficient.

Important note: For birth, marriage, and death certificates, the apostille can only be applied to the original copies. Therefore the original copies of these documents will need to be sent by post to your service provider. Once completed, your apostilled certificate will then be posted to China for translation

And for more information on HI-COM’s certified translation services, click here

If you are planning to visit or move to Canada, you may be wondering whether your official documents need to be translated into one of the official languages of Canada (English or French). In this article, we will go through all the specific details you need to know about translations of documents required for your application to visit or move to Canada.

The IRCC requires that all supporting documents for all immigration applications are submitted in either English or French, as these are Canada’s two official languages. This is applies regardless as to whether you’re submitting an application for permanent residence through Express Entry, an application for a work permit through International Experience Canada (IEC), or any other type of immigration application.

In certain circumstances, the IRCC may allow you to include documents in a language other than English or French without a translation, but in this case IRCC will clearly indicate this in your application. If nothing is indicated in your application, you must provide translations for all required documents that are not in English or French.

How do I ensure the translations will be accepted by the IRCC?

In all situations, supporting documents that are in a language other than English or French must be accompanied by an official translation of the original document, or of a certified copy of the original document in English or French.

The translation must be

• of the original document, or of the certified copy of the original document
• certified by a certified translator. In the event that the translation cannot be provided by a certified translator, it must be accompanied by an affidavit, and included with the application

Important: Supporting documents in a language other than English or French can either be the originals or certified photocopies of the originals.

When a certified copy of the original document is submitted, the accompanying translation must be of the certified copy, and the translator must stamp both the certified copy and the translation.

How can I determine whether a translator is certified?

Documents that are not in English or French must be translated by a certified translator.

A certified translator is a member in good standing whose certification can be confirmed by a seal or stamp that shows the translator’s membership number of a professional translation association in Canada or abroad. To be sure, when submitting an application to the IRCC, using a translator who is CTTIC or ATIO certified is recommended.

All stamps and seals that are not in English or French must also be translated.

Note: A translator who has not yet received certification or accreditation, but is in the process of receiving it, is not considered by the IRCC as a certified translator.

If the translation is being done in Canada

Applicants should use the services of a certified translator who is in good standing with their provincial or territorial organization and certified to translate documents.

If the translation is being done outside of Canada

Applicants should use the services of a translator who is accredited (officially recognized or authorized) in the country where the translation is being completed.

For all applicants (in or outside of Canada): translations must not be done by

• the applicants themselves
• members of the applicant’s family
• the applicant’s representatives or consultants

Affidavit

An affidavit for a translation is a document that states that the translation is an accurate version of the original text. The translator swears that their translation is an accurate representation of the contents of the original document. The translator does this in front of a commissioner authorized to administer oaths in the country where they live. The commissioner or notary public must be proficient in English or French in order to administer the oath.

Important! All stamps and seals that are not in English or French must also be translated.

Submitted applications without translations

Applicants who submit required and/or requested documents without accompanying translations will have their application returned as incomplete. They will also be asked to

• have the original document(s) translated into English or French by a certified translator (or the equivalent in other countries), and
• re-submit the application with the original document(s), or a certified copy or copies of the original document(s), and the certified translation(s) attached

For more details about the translation of official documents for Canada, visit the Canadian government’s official web site here.

A brief look into the translation and interpreting industry in the United States. We’ll look at its history, current state and where it’s heading.

With today’s world more globalized and connected than ever, the United States has remained as one of the key players in the translation and interpreting industry worldwide.  According to Statista, its translation market size stands at $9.73 billion and there are around 52,000 interpreters and translators operating there.  On average, the state with the highest interpreting and translating employment is California, while New Jersey offers the highest wages in the industry.  As one would imagine, there are many reasons why translation is big business in the USA and we’re going to take a look into them as well as charting its past and making predictions for its future.

Ever since its declaration as an independent nation, the USA has required translators. As the new Americans dealt with the French and the Spanish over land, translators would have played a crucial role in negotiations.  Later, with the increase of trade from all over the world, various documents such as invoices, contracts and permits would have needed the attention and expertise of a translator.  The late 19^th and early 20^th century saw a boom in immigration mainly from Europe, which meant that translation services would be required in order to build bridges among the new arrivals.  By the 1970s, many large US companies had become multinationals, increasing the demand even further for all types of translation and interpretation services.

Roughly speaking, translations can be classified into the following areas: Arts, Design, Entertainment, Sports, Media, Architecture, Engineering, Administration, Science, IT, Medicine, Manufacturing and Commerce.   All these are relevant when it comes to the demographic shift that has been taking place over the last 50 years or so in the USA.  While the increase in African Americans has had very little impact on the US translation industry due to the majority of them using English as their first language, the rise in the Hispanic population has affected it greatly. For many Latin Americans living in the USA, English has proved to be too tall a task for them to master and use in their daily lives. The USA does not in fact have an official language, and while English is spoken at home by 78% of the population, it is only known as the de facto national language. Anecdotal accounts from English speaking Americans suggest that many Hispanic people who have lived in the country for decades have made no effort to learn English and rely solely on Spanish for their daily communication.

Unlike previous non-English speaking immigrant populations of the past such as the Germans and the Polish, many children of the US Hispanic population do not appear to be adopting English as a first language.  In a 2014 study, it was predicted that by 2050 there would be 138 million Spanish speakers in the USA, and with the soft policies put in place at the US Mexico border recently, that number could be far higher. Latin Americans are therefore transforming the demographic landscape of the country, lowering the average age of the overall population and affecting the economic climate.  As US Hispanics have become a target market for advertisers, huge opportunities for translation service companies and the translation job market have opened up. It has been clear over the years that language is key when it comes to reaching out to minority groups. In reaction to this, US companies are investing in developing techniques to penetrate this flourishing market. The demand for translators has therefore increased, especially regarding certain products, manuals and advertisements, which need to be adapted to meet cultural and societal trends among Latin Americans.

As well as demographic change, the US translation industry has been at the forefront of technological developments over the past 50 years or so.  The first series of ideas for machine translation were put forward in 1949 by Warren Weaver at the Rockefeller Foundation. By 1954, a machine translation system was completed and presented at IBM in New York although it was seen as little more than a “toy”. In the 1960s, further attempts were made to incorporate machines into translation, but the 1966 ALPAC report concluded that the machine translation of the time was more expensive, less accurate and took more time than human translation.  As the years went by, the technology improved and by the 1980s, newly developed systems such as Systran, Logos, Ariane-G5 and Metal were being used in the USA.  A few years later, Japanese electronics firms found their way into the industry creating more reliable machines, which used what is now known as example-based machine translation, relying on the manipulation of large text corpora.

In the 1990s and 2000s machine translations were used regularly in PC software programs and in the 2010s, the method of Neural Machine Translation was developed, most notably by Baidu in 2015. This involves using seq2seq (sequence to sequence) consisting of both encoders and decoders to generate the target sentence based on the previous encoding vector.  Advancements of this are the types of chatbot apps available today.  This doesn’t mean to say that we can be completely reliant on machines alone. Human translators possess rational and analytical abilities that machines simply do not have right now.  Maybe at some point in the future we will experience machine learning with such capabilities but for now, the human translator is here to stay. Good quality translators have a rich vocabulary, solid knowledge of different variants, registers and nuances of the same language as well as excellent cultural historical and social awareness.

So, with all this on board, we can look to the future and be able to grasp what’s in store for the US translation industry in the coming years.  Bearing in mind the demographic changes taking place in the USA and the fact that the technology is still nowhere near replicating the human brain, things will be pretty rosy for translators and translation companies if they are able to adapt to current trends.  Their goal is to create and develop quality control mechanisms and ensure professionalism in the industry. There certainly is a risk that standards could drop leading to a reduction in quality if the right people for the job are not discovered.  There has been a lot of talk recently surrounding the ”dumbing down” of Americans as universities make it easier to enter and graduate as a result of their striving to create a more “inclusive” environment.  With this in mind, it is up to the translation companies to have that eagle eye for quality and select the best candidates for the job.

More than ever, there is a growing need for trained professionals, and we are seeing some encouraging responses to this in the US education system. Foreign language faculties now run programs specific to translation and interpreting.  These courses vary in terms of certification and may feature specializations in specific fields such as law, medicine and finance. What is encouraging is that they are becoming increasingly popular among students, with faculties looking to recruit students from all backgrounds who wish to increase their skills and apply them to specific fields of expertise.  The demand is there but it is up to the new translators to be up to the tasks presented to them and the translation companies to not settle for second best. We can therefore see that despite facing stiff competition from emerging markets around the world, the USA’s multi-lingual domestic social landscape will ensure that it will remain a major player in global translation for years to come.

A look at the dramatic increase in numbers of certain languages in recent years and what it means for the translation sector.

Here at Hi-Com, we are constantly keeping an eye on the ever-changing trends of the translation industry, and that doesn’t just regard the evolution of technology, public taste and consumer needs.  A number of languages previously confined to regional areas within continents have recently seen such notable increases in the numbers of their users, they have become difficult to ignore on the global stage.  According to a study conducted by the British Council, here are the top six currently causing a stir and barging their way onto the inter-continental scene.

1.Urdu

While being in recorded existence for nearly 1,000 years, there has been a notable rise in the usage of Urdu in the last 50 years or so.  The main reason for this rapid spread has been due to many of its native speakers leaving their homeland and settling in various parts of the world.  Some of their users’ enterprising influence has been felt in these adopted territories and a basic grasp of Urdu could serve as an advantage to local businesses. Urdu has benefitted from technological developments in recent years.  Automated translation systems have made it far easier for the language to be learnt and used. While it is still a long way behind the heavy hitters of the linguistic world, its growth has certainly not gone unnoticed.  It will continue to spread geographically so long as its native speakers carry on their operations far from their country of origin.

2.Indonesian

The language the British Council found to be the second-fastest growing was Indonesian. It is in fact a standard form of Malay, and part of a wider language group called Austronesian. Also known as Bahasa, it has only been Indonesia’s official language since 1928 despite being around for centuries and has recently seen a spike in the number of its speakers.  This is partly due to Indonesia’s various ethnic groups uniting and developing a sense of national identity. It would therefore seem that the Indonesian language and social cohesion have had a positive effect on each other.  As a result of this, investments in education have been made, which means a new generation of tech-savvy Indonesians is emerging, inevitably leading to more exposure of the language worldwide.

3.Hindi

Next up is Hindi, which, thanks to its impressive growth over the past 20 years, has become one of the world’s most widely spoken languages. In fact, between 2001 and 2011, the number of its speakers rose by 100 million! Despite this, less than half of India’s population use Hindi as a first language.  According to experts though, this is set to change in the next few years as its growth rate continues. Its domestic growth, however, only tells half the story.  As millions of Indian citizens have migrated and settled in various other parts of the world of the past few decades, Hindi has now established itself as a major player in international business communication.

4.Bengali

Fourth on the list is yet another language to have originated from sub-continental Asia.  Like Urdu and Hindi, Bengali is part of the Indo-Aryan group of languages with ancient roots and has seen dramatic growth in its usage over the past 50 years or so.  It is the official language of Bangladesh, whose citizens have left in their droves in recent years, choosing to settle in more developed countries around the world. While 230 million people worldwide now speak it still hasn’t really made its mark on the international business scene.  That said, it could come in handy for early adopters looking to get ahead of the game in international commerce.

5.English

The next one may come as a surprise to you.  Although English is the most widely spoken language across the world, its use is still growing fast.  There are many factors that have contributed to this such as the adoption of it as a second language by migrants settling in English speaking countries as well as it continuing to serve as the glue of international business communication. Go to any language school anywhere in the world and you will more often than not see English at the top of the list of languages desired to be learnt.  Students of English as a foreign language often state work, travelling and keeping up with global affairs and popular culture as the main reasons for wanting to pick it up. While it is true that English is facing more competition from languages such as Mandarin and Arabic, there are no signs that we will be seeing a decline in its usage any time soon.

6.Portuguese

As well as being the sixth most spoken language in the world, Portuguese is also sixth on the British Council’s list of fastest growing languages.  As the economies and businesses activities such as Brazil, Angola and Mozambique continue to expand, Portuguese is fast becoming a major global language. While this growth is being contributed to economic factors, shifting demographics, culture, music, literature and tourism have also played their part.  Portuguese has also benefitted from an association known as the Community of Portuguese Language Countries (CPLP), which strives to champion the language and strengthen relations among countries where it is spoken. As these efforts go on, we are sure to see Portuguese keeping its place in the top 10 most widely spoken languages in the world in the future..

So what does this all mean for the translation industry as a whole?

As the number of previously less prevalent languages such as Indonesian and Bengali rises, businesses are reacting by understanding that entirely new markets can be reached and penetrated. This will of course provide opportunities for translators who already possess knowledge of such languages and even encourage language enthusiasts to study them.  In specialized fields such as law, education, medicine and engineering, it is extremely important that translators be able to understand the linguistic intricacies and nuances in jargon and specialist terminology as well as ideological differences in order to ensure a smooth precise translation process. For these types of jobs, it will not be enough to hire a translator with a superficial understanding of the language as the technology can only help up to a certain point.

Another aspect to take into consideration is the role of Artificial Intelligence and machine learning translation. We have seen enormous improvements in the technology in recent years, yet as has been reported in the USA recently, a lawyer was left red-faced when a court found that he had used chat GPT to write a case summary.  Discrepancies were found in the terminology and descriptions, which did not perfectly match the case in question.  While one could also put this down to carelessness and laziness, it shows that we still haven’t quite reached an age in which clicking a button and hoping for the best is a perfectly viable option.  More good news for human translators is that we are seeing a growing trend in the collaboration between humans and technology to produce far more reliable results than relying solely on the machinery.

As the technology hasn’t yet reached the levels of sophistication required to eliminate human translators entirely, it is important to know where to find the people one can count on. Certification has become hugely important in the translation industry as clients investing in large translation projects want to be sure that they are in good hands. Certified translators are trusted professionals whose expertise and credentials will guarantee optimal results. We have heard a lot of doom and gloom recently about how everybody is going to lose their jobs in the wake of the rise of AI, but as we have seen with the rise of languages such as Urdu, Indonesian, Bengali and Portuguese as well as the quirks and nuances that come with them, it is clear there will be plenty of opportunities involving human beings in the translation industry in the years to come.

As we quickly approach the end of 2023, the translation industry continues to experience growth and transformation, with several notable trends emerging. In this article, we will take a look at some of the key trends shaping the translation industry as we head towards 2024.

The translation industry at a glance

In 2023, the global translation market size is valued at around $39.37 billion. This figure is expected to increase to $46.22 billion by 2028. The global expansion of businesses is continuing to lead to higher translation service demand across the world.

Doing business in 2023 revolves essentially around communication and content publishing, and doing so in multiple languages. To be able to communicate smoothly and effectively with customers, employees, and business partners on an international level, it is important for companies to have their content available in several languages.

Translation services are in constantly high in demand, especially in Asian countries such as China, Japan, and Korea. Despite the global financial crisis, the demand for language services has continued to increase.

So, here is our list of trends shaping the translation industry, as we move into 2024.

1.Increased demand for localization services

One of the most significant trends in the translation industry in the past year has been the growing demand for localization services. With businesses expanding into global markets, the need to adapt products, services, and content to the cultural and linguistic preferences of local audiences especially in digital fields is more crucial than ever. This trend is expected to continue in the coming years, with localization services becoming a vital component of global business strategies.

2.The rise of AI and machine learning

Advancements in artificial intelligence (AI) and machine learning are transforming the translation industry, enabling faster and more accurate translations. Machine translation, such as Google Translate, uses algorithms to translate text without human intervention, has been in use for several years. However, recent advancements in machine learning are making it possible for machines to learn from human translations and improve accuracy over time.

3.Growth in demand for video translation

Video has become an increasingly popular form of content, with more than 85% of internet users watching online videos regularly. As a result, there is a growing demand for video translation services, which enable businesses to reach global audiences by releasing video content. From transcribing and subtitling to voiceovers and dubbing, video translation is becoming an essential service for businesses looking to expand their reach.

4.CAT Tools

The days when businesses would solely depend on human translators for their translation needs are long gone. Now we have advanced TMS and CAT tools available that provide a high-quality translation into multiple languages in the fastest turnaround time. These systems use powerful AI technology and deliver faster, more efficient, and cost-effective translations. The increasing demand for CAT tools significantly reduces the need for human translation in companies which also puts a question mark on the translator’s job security. However, it is too soon to predict anything relating to translation job market the job market. For now, we are seeing CAT tools automating certain steps of the translation process and making everyday translation jobs much easier to handle for translators. These tools have significantly reduced the translation workload for employees and eliminated the complexities of manual translation management.

5.Growing importance of quality assurance in translation

With the increased demand for translation and localization services, ensuring high-quality translations has become more critical than ever. To meet this demand, the translation industry is placing greater emphasis on quality assurance, with an additional focus on implementing quality control processes, such as translation memory and terminology management, the use of verification tools, and additional proofreading.

In conclusion, the translation industry has seen significant changes in 2023, with increased demand for localization services, the rise of AI and machine learning, growth in demand for video translation, increased use of cloud-based TMS, and the growing importance of quality assurance. As businesses continue to expand into global markets, the translation industry will play an increasingly important role in facilitating communication and enabling global commerce.

Earlier this year, the Chinese ambassador to the Netherlands formally submitted China’s request to join the Hague Apostille Convention of 5 October 1961, thus abolishing the requirement to legalize foreign public documents.

China’s accession to the Apostille Convention came into effect on 7 November 2023. This means it is now possible to legalize official documents with an apostille issued by the appointed authority in the State of origin. Such apostille is then recognized in the State of destination (China and vice versa).

So what does the Apostille Convention do?

The Apostille Convention greatly simplifies the authentication process for public documents that will be used abroad. It completely eliminates the traditional legalization process, which is often arduous and very costly. It replaces this process with one single formality – an authentication certificate issued by the appointed authority in the State where the public document was executed. Such certificate is called an Apostille.

Why has China decided to join the Apostille Convention?

China’s Ministry of Foreign Affairs has given several reasons why China has decided to join the Convention. It stated that the Convention makes it much simpler to use public documents abroad, and that it will make international trade dealings much easier as well as facilitating people exchange, thus significantly reducing time and cost. By joining the Convention, it is estimated that the time required to complete the necessary procedures will be reduced by around 90 percent.

Who will benefit from this decision?

The move means that Chinese citizens overseas as well as foreigners working, studying, or settling in China can have their official documentation, such as academic degrees, driver’s license, birth & marriage certificates, non-criminal records, and medical certificates, easily recognized in another country that is part of the Apostille Convention. It will also be greatly beneficial to the foreign business environment in China, as foreign companies investing or exporting into China will no longer need to seek consular legalization for commercial documents.

In theory, the Apostille Convention will make it much easier for foreign companies to do business in and with China. For example, when setting up a company or doing litigation in China, the relevant notarized and legalized documents from the home country are required. China’s accession to the Apostille Convention will soon make these costly and time-consuming processes easier, as the apostille can now be used as the new method of legalization.

How is an apostille issued and certified?

The process is quite simple, and it generally works like this:

• Issuance of the Document: A document is issued or certified by an officer recognized by the authority that will issue the apostille. For example, a state notary public in the U.S. or a solicitor in the U.K.
• Certification by Apostille: The document is then certified by a competent authority designated by the government of the state from where the document originated. The apostille certifies the authenticity of the signature on the document; the capacity in which the person signing the document acted; and identifies the seal/stamp which the document bears.

Once this process is complete, the documents and apostille can then be translated into the required language where necessary.

Find out more information about the Hague Apostille Convention of 5 October 1961 here!

And find out how you can get your official documents translated, certified and recognized by the Chinese authorities here!