Chinese–Arabic app localization: a case study of Tencent’s WeChat and WeTV

This study examines the localization strategies of Tencent’s WeChat and WeTV for Arabic-speaking users, focusing on linguistic and technical user interface (UI) elements. Using a mixed-methods approach, the study analyzes screenshot data from the Chinese and Arabic versions of the applications. It evaluates localization by classifying UI elements as fully localized, partially localized, unlocalized, target-language mismatch localization, defective localization or non-matching elements. The study also identifies challenges related to terminology adaptation, cultural relevance, text directionality and interface layout. WeChat, as a multifunctional application, shows fragmented localization, with fewer than half of the analyzed linguistic UI elements fully localized. By contrast, WeTV, a video-streaming platform, shows a more controlled but still uneven localization pattern because of its narrower functional scope. The findings reveal barriers including inconsistent language adaptation, cultural misalignment, inadequate right-to-left (RTL) support, terminological ambiguity and non-localized visual and financial content, which may hinder usability and trust among Arabic-speaking users. The article highlights the need for context-specific localization approaches tailored to application functionality and content, emphasizing culturally relevant and technically functional adaptations. It offers practical insights for developers and localization teams seeking to optimize digital platforms for diverse linguistic and cultural audiences.