🧂Going global isn’t just translation—it’s transformation

Hey there. Happy Saturday! Today, I want to share some thoughts on expanding startups abroad.

Over the past year, I’ve chatted with dozens of Chinese founders and worked closely with several Chinese startups eager to expand their startups internationally. Many of them have created strong products with real market traction in China—but when they enter Western markets, they quickly realize that adoption doesn’t come as easily.

The problem? It’s rarely the technology.
It’s often the designs—and everything surrounding the user experience.

This challenge feels familiar to me on a personal level.

I was born and raised in China and completed my undergraduate design degree there. But for the past decade, I’ve studied, lived and worked in the U.S., partnering almost exclusively with American startups and founders. Because of this, I often find myself bridging two design worlds—sometimes even within the same project. I can instantly spot when a product feels “too local” to land globally—not just visually, but in how it communicates, earns trust, and guides users.

But design is not just visual. It’s how users discover, understand, trust, and use your product. When you move from China to the U.S., Europe, or beyond, your product is entering a new cultural system. What worked at home doesn’t always translate abroad.

Here are the most common design challenges—and how to address them before they block your growth.

1. User behavior: don’t assume it’s the same

What Chinese users love might confuse international users.

Chinese users have grown up in a digital ecosystem full of super apps. It’s common to have payment, delivery, social media, and booking features all inside a single app. Users expect complexity—and they’re good at navigating it.

But Western users have different habits, and more importantly, different expectations. They judge products not by how much they do, but how well they do one thing.

Examples of behavior differences:

• In China, users love all-in-one platforms like WeChat, Meituan, or Taobao.

• In the U.S., users prefer specialized tools: Zoom for meetings, Notion for docs, Calendly for scheduling.

• Chinese users almost never use email for product interaction.

• In the West, email is core to onboarding, updates, billing, and product notifications.

• Chinese content creators often operate within closed ecosystems (Douyin, Bilibili) with built-in monetization.

• U.S. creators on platforms like YouTube or Substack need tools for editing, analytics, affiliate links, and newsletters.

👉 If you’re launching abroad, you need to localize not just language—but behavior, feature set, and user expectations.

2. Visual design: global users trust what feels familiar

Aesthetic differences can lead to trust issues—even if the product works well.

In China, dense information, colorful icons, and flashy layouts are often seen as signs of a sophisticated, useful product. Users are comfortable navigating complexity.

In contrast, Western users equate minimalism with professionalism. Too many elements on a screen may signal low quality or a lack of focus. Even small visual choices—like color, spacing, or font—can unintentionally alienate a Western user.

Common design differences include:

• Layout: Chinese interfaces often fill every space with features. Western design leans on whitespace, clear hierarchy, and fewer elements per screen.

• Color: Red = luck in China. Red = danger in most Western contexts.

• Typography: Western users notice typographic clarity, spacing, and font pairing more than Chinese users might.

• Visual tone: Overuse of gradients, shadows, and 3D elements can feel “outdated” in global markets that prize flat design.

👉 You don’t need to abandon your design identity—but you do need to evolve it for a different audience and cultural lens.

3. Cultural fit: your words matter more than you think

Product copy, brand messaging, and tone need to connect emotionally—not just logically.

In China, product language tends to be direct, functional, and sometimes even technical. But global users—especially in consumer markets—respond to emotion, simplicity, and friendliness. You’re not just providing a service. You’re building a relationship.

More than that, global users expect to understand who you are, why you exist, and what you stand for—not just what your product does.

Examples of culture-based communication gaps:

• Tone: Chinese copy often uses formal or literal language. In the West, microcopy is conversational, playful, or empathetic.

• Brand storytelling: Many Chinese brands skip narrative and jump to features. Western users want to know your mission, founding story, and values.

• Trust markers: In China, trust often comes from peers or platform reputation. In global markets, it’s built through clear documentation, helpful onboarding, email follow-ups, testimonials, and transparency.

👉 If your copy doesn’t feel human and helpful, it creates friction—even if the product is excellent.

4. Website and trust infrastructure: this is your first impression

Your website is not just a landing page. It’s your investor pitch, user education tool, and credibility engine.

In China, many startups invest less in websites because most acquisition happens through mobile apps, WeChat, or trusted platforms.

But in the West, a website is the first place users go to understand what your product does, whether it’s credible, and whether they should care. It’s also where journalists, investors, and potential partners look before deciding to reach out.

What a Western-ready website must include:

• Clear headline that answers: What is this? Who is it for?

• Real product screenshots or demos (not just mockups or illustrations)

• Social proof: testimonials, customer logos, investor names, press mentions

• Strong navigation: easy-to-find pricing, docs, FAQ, and support

• Actionable CTAs: “Try for free,” “Book a demo,” or “Talk to sales”

👉 If your website doesn't feel modern, professional, and intuitive—you’ve already lost trust before anyone tries your product.

5. Team structure: bilingual is good. Bicultural is better.

It’s not enough to translate your app—you need people who can translate context.

You can keep your development and design team in China, but if no one on the team deeply understands Western users, you’ll keep guessing—and possibly guessing wrong.

The best teams expanding globally often include a U.S.-based advisor, PM, or marketing lead who works closely with your China team to bridge this cultural gap.

What bicultural partners can help you do:

• Translate features into benefits users care about

• Adjust user flows to match Western expectations

• Spot friction in tone, trust, and onboarding

• Localize without losing your core product identity

• Help shape your go-to-market narrative for press, investors, and users

👉 Startups that expand globally without cultural guides often burn months rebuilding what could’ve been right from the beginning.

6. Design partners: Fractional can be strategic

If you’re not ready to build an international team, hire international perspective.

A fractional design or brand partner gives you the outside-in clarity you need—without the cost of building a new in-house team. But not every agency understands early-stage needs or global challenges.

What to look for in the right partner:

• Experience with early-stage startups in both China and Western markets

• Understanding of cross-cultural product positioning

• Services that go beyond visuals—like UX strategy, onboarding design, and copy

• A mindset of collaboration and ownership, not just execution

At Studio Salt, we work with venture-backed and scaling founders who are crossing cultural boundaries. We help reposition your brand, website, and product design so they make sense instantly—wherever your next users come from.

Final thought: reposition before you translate

Going global is not just about converting text to English. It’s about reframing your product through the eyes of someone who’s never heard of you—and still wants to use you.

If you're unsure whether your product is ready for the global stage, start by asking:

• Are we telling the right story in the right tone?

• Does our design match the expectations of our next market?

• Have we talked to local users before launching?

Let’s talk

If you’re a Chinese founder looking to expand globally—and want to avoid months of trial and error—I’d love to help.

Reply to this email or add me on WeChat (lizengco) or book a free 30-minute design audit of your product or website.

Let’s make sure your product not only speaks the language—but connects with the culture.

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