Lost in Translation: Cultural Blunders That Can Tank Your Nigeria Launch
- The Trade Adviser
- Apr 30, 2024
- 1 min read
Updated: Jun 5
Conquered by the sheer potential of the Nigerian market – a booming population, rising middle class, and a hunger for imported goods – you've set your sights on exporting your wares to this dynamic West African nation. But before you get swept away in the excitement, take a moment to brush up on Nigerian cultural nuances. Here's why: a seemingly minor misstep in communication or marketing can derail your entire export journey.
Lost in Translation: Language Woes
Language may seem like an obvious hurdle, but it goes beyond ensuring proper translation of product labels and marketing materials. Nigerians are known for their rich tapestry of languages and dialects. While English is the official language, understanding regional variations is crucial. A slogan that resonates in Lagos might fall flat in Kano.
