Cross-Cultural Communication: Before You Use That Viral Song…

The other day, while scrolling through Instagram, a sponsored post stopped me mid-sip and handed me an unexpected lesson in cross-cultural communication. It came from a Japanese-products store in Lille, France, and it was adorable: Hello Kitty socks, pastel colours, everything sweet and playful.

Then I heard the music.

As a Brazilian, I understood every word of the Portuguese lyrics. And let me tell you: they were vulgar. Wait....WHAT!? 😳

I couldn’t help wondering: did anyone check what this song actually meant before pressing “publish”?

I don’t think the store meant to send the wrong message. But maybe that’s exactly the point.

Curious (and a little amused, I admit), I searched for the song on Instagram. Around 3,400 Reels were using it.

People working out, showing off colourful pens, promoting clothes, and most of them with content that had nothing to do with what the lyrics were saying.

I imagine many creators simply loved the rhythm. It was trending, it sounded fun, and the words were just a pleasant sound in a language they didn’t speak.

And that got me thinking about communication.

We live in a world where a message can travel anywhere, and land in front of someone who understands what we don’t. A song that sounds cheerful in one language can mean something entirely different in another. We can’t speak every language or catch every cultural reference, and no one expects us to. But when we use content to promote a business, we carry a responsibility to look just a little closer.

So before using a trending song, why not read the lyrics? Ask someone who speaks the language. Think about your product, your audience, and the message you may be sending without realising it.

It’s a small step, but it can make a big difference. 💛

Because communication isn’t only about what we intend to say. It’s also about what other people understand.

So, the next time you pick a viral song for your Reel, pause for a moment (maybe with another sip of coffee) and ask yourself:

Do I really know what I’m communicating, or am I just following the trend?

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Karem Roman

Intercultural Communication Consultant

Based in France Working Worldwide