Open a stock market app in the United States, and you will probably see a familiar visual language: green means a stock is going up, while red means it is going down. Now open a stock market app in Taiwan, China, or Japan, and the same colors can tell the opposite story. A sea of red may look alarming to an American investor, but to an investor in Taiwan, it can mean the market is having a very good day.

For brands operating across the United States and Taiwan, Father’s Day may appear to be an easy campaign to localize. The emotion is widely shared: gratitude toward fathers and father figures. But the buying behavior is not the same. The two markets celebrate on different dates, follow different shopping rhythms, and use different cultural cues to express care. A campaign that performs well in the United States cannot simply be translated and launched again in Taiwan. The me