Five lessons in localization from HBO's White Lotus

Pacific idyll, dolce-vita chic, tropical zen; there’s a lot to love about HBO’s darkly comedic drama, The White Lotus. It’s easy to become captivated by the series’ soaring backdrops, murky characters and searing portrayal of wealthy, entitled tourists and the chequered staff that serve them.

It may not be obvious, but beyond the drama and hedonism, for global brands, there’s a surprising amount the programme’s titular hotel chain can tell us about cultural authenticity and representation. If you’re looking to connect your company with people and cultures across the world, here are our five-star learnings from TV’s favourite resorts.

1. Focus on authentic local experiences

The White Lotus is set in luxurious, exotic locations with offerings tailored to the specific cultures and traditions of their host countries.

Hawaiian wellness activities, private opera viewings, nail-biting Vespa rides; these moments transport the show’s audience into new habitats with a taste of local culture.

Each season of The White Lotus immerses viewers in a new and distinct cultural setting. From the traditions of Hawaii to the historical richness of Sicily and the spiritualism of Thailand, the show strives to capture the essence of each location. But what makes these depictions feel so compelling?

It's more than just showcasing beautiful scenery. The series delves into specific cultural practices, customs, and even conflicts. We see characters engaging with local art, participating in traditional ceremonies, and navigating the complexities of cultural exchange.

This level of detail is crucial for brands seeking to connect with global audiences. It's not enough to simply translate your marketing materials; you need to understand and respect the cultural context in which you're operating.

So, just be mindful of cliche. If you’re targeting locals, not tourists, your perception of their culture might differ from the local reality and the resulting localization might appear inauthentic. The solution? Work with local experts to discern truly authentic experiences and match these to your target customers. From there, reference them clearly in your campaigns and materials.

2. Consistency in core values, flexibility in cultural expression

The three White Lotus resorts we’ve been welcomed to have been influenced by the uniqueness of their locations. Architecture, cuisine, experiences – each is decidedly local.

Whether it's the impeccable service, stunning surroundings, or a certain undercurrent of social satire, the ‘White Lotus’ brand maintains a recognizable identity. This is a brand with a reputation built on providing utter luxury and attention to detail. While the locales and flavours of each location shine through, the brand’s tenets remain front and centre.

This is a valuable lesson for global brands. While it's essential to adapt your messaging and offerings to resonate with local audiences, it's equally important to maintain your core brand values.

Think of it like this: your brand has a ‘personality’, and that personality should shine through regardless of where you are in the world. However, the way you express that personality might need to be adjusted to align with local norms and expectations.

Finding that balance is key to creating a global brand that feels both consistent and culturally relevant.

And if you’re choosing a localization partner, find someone who understands what you stand for and can ensure it shines through every campaign and piece of material. Don’t hinge your localization efforts on purely AI-driven platforms which don’t have a human in the loop. Save your true personality from being lost in translation.

3. The nuances of cultural representation

The White Lotus doesn't shy away from portraying the complexities of cultural interactions. The series often explores the power dynamics between tourists and locals, the impact of wealth and privilege, and the potential for misunderstandings and misinterpretations.

We see this in the portrayal of local staff, who are often caught between providing excellent service and navigating the sometimes-unrealistic demands of the guests. We also see it in the interactions between the tourists themselves, who often bring their own cultural biases and assumptions to their interactions with others.

These nuanced portrayals offer a crucial reminder for brands: cultural representation is not always simple or straightforward. It requires sensitivity, awareness, and a willingness to engage with the complexities of cultural exchange.

When marketing to a global audience, brands have a responsibility to avoid harmful stereotypes, promote inclusivity, and represent cultures in a respectful and authentic manner. This means going beyond surface-level observations and engaging with the deeper social and ethical implications of your messaging.

4. Balancing authenticity with aspiration

While striving for cultural authenticity, The White Lotus also presents a romanticized or idealized vision of its locations. The resorts are always stunning, the scenery is breathtaking, and the experiences are often portrayed as luxurious and transformative.

Season one’s luau, the old-world Italian experience of season two’s hotel, the effusive spiritualism of this season’s Ko Samui resort; The White Lotus portrays a romanticized version of culture to service expectations – real or otherwise.

This blend of authenticity and aspiration is a common strategy in marketing. Brands often seek to capture the essence of a culture while also presenting it in a way that is appealing and desirable to their target audience.

The key is to find the right balance. You want to avoid misrepresentation or appropriation, but you also want to create a compelling narrative that resonates with your customers.

To achieve this, it’s crucial to understand your audience's expectations and desires. What are they hoping to experience or achieve? How can you tap into their aspirations while remaining true to the culture you're representing?

5. The importance of local voices and collaboration

Between the cynicism and satire, The White Lotus often highlights the importance of local voices and perspectives. The show's most insightful moments often come from the interactions between the guests and the local staff, who offer unique insights into the culture and the challenges faced by the community.

This underscores the crucial role of collaboration in achieving cultural authenticity. Brands that seek to connect with global audiences should prioritize working with local experts, creators, and communities.

This could involve:

Partnering with local influencers: Collaborate with individuals who are deeply rooted in the culture and can share their authentic perspectives.
Consulting with cultural advisors: Seek guidance from experts who can provide insights into cultural nuances and potential sensitivities.
Featuring local stories: Showcase the voices and experiences of local people in your marketing materials.

By prioritizing collaboration and amplifying local voices, brands can ensure that their cultural representation is accurate, respectful, and impactful.

Meet HAI: Your localization concierge

Connecting with a global audience requires more than just translation. It demands a commitment to cultural authenticity, a willingness to engage with complexity, and a genuine desire to build bridges between cultures.

By taking inspiration from The White Lotus, brands can embark on a journey of global connection, creating meaningful experiences that transcend borders.

How do you manage all that while keeping things simple? RWS’ HAI platform provides rapid AI-powered translation that’s overseen by a human linguistics expert. The result is marketing materials and campaigns that are locally authentic and globally impactful. HAI makes global marketing simple. Relaxing-by-an-infinity-pool simple.