Fully translate and adapt an app for Japan with a Japanese speaker

David Barnard… you kind of hinted at it with Japan. We've talked about this on the podcast a few times now that certain markets, you really do have to understand the local customs. They need to feel like you understand them. You, in Japan, almost have to have a low local partner or even a partner agency to not just localize the text in the app, but localize the kind of images you use, the kind of paywall you do. Is there any other top lessons on localization?

Yuliya LennoxI can say that in Replika we did make a big bet on Japan. We even have person that knew Japanese in the team and we did the actual localization, the culturalization of the app didn't work in any way because it is harder than we think. But in the same time, there are so many good examples. You wouldn't think Turkey's the biggest market right now. Who would have thought? Who thinks about Turkey when they are not going on a vacation? But still it is converting in a lot of ways. So don't go countries you cannot understand obviously, but don't go hard on countries you cannot understand if it's not like something... I would never probably be able to understand Taiwanese people, for example. But in the same time I sell stuff there, but I do understand that it's a fraction of what it could be if I actually understand the culture and it's okay.

Yuliya LennoxAnd I don't know if you have something to say here, but I want to also add from my personal experience and why I came to the States in the first place was to learn different cultures of the people. And here you can actually see how different people are, but at the same time, how sane people are. For example, you wouldn't think, but my friend is Korean and she has the same childhood traumas as me because the parents are the same level of …