Speech and aspirations in SEA: The case for sociolinguistics

Given the complex linguistic histories of Southeast Asia’s languages and how they continue to evolve, Quantum’s Gerald Choa explains what brands must do to capture these shifts and overcome blind spots in current translation and localisation processes.

In Southeast Asia, a region populated by nearly 700 million people with ‘minority’ languages – varieties not spoken by the country’s majority – like Javanese and Sundanese, there are still tens of millions speaking them. So how are brands supposed to...

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