Are Companies Paying More Attention to 'Novy God'?

Recently, One Hour Translation conducted year-end research that demonstrated growing interest and attention from global companies to 'Novy God', the Russian New Year celebration.

Dec 29, 2015, 09:00 ET from One Hour Translation

PALO ALTO, California, December 29, 2015 /PRNewswire/ --

 

Are companies paying more attention to 'Novy God', the Russian New Year celebration? According to One Hour Translation, the world's largest translation agency, the answer is yes.

For those who aren't familiar with the term, 'Novy God' is Russia's New Year celebration. One of this holiday's traditions involves Ded Moroz, or "Grandfather Frost", bringing gifts for the children…does that sound familiar?

'Novy God' dates back to the 18th century and is now celebrated all across Russia and the post-Soviet countries. Although this holiday may not be well known in the U.S. or Western Europe millions of people in Russia and the surrounding countries participate in the celebration.


That said, the recent data One Hour Translation gathered shows an increase in 'Novy God' related translations compared with previous years. Most are business translations, either companies wishing their customers happy 'Novy God' or announcing special holiday offers, which suggests that companies are putting more effort into appealing to these Eastern-European markets.


Why is this happening? Yaron Kaufman, Co-founder & CMO at One Hour Translation explains, "It may be interesting that Novy God is getting more attention, but it isn't surprising. In the last few years global trends show a growing interest in 'Novy God'". Kaufman is referring to statistics like "Google Trends" which shows a substantial increase in searches for the term 'Novy God' in recent years, while searches for 'New Year' or 'Christmas' haven't changed much during that same time period.

It's all part of the extensive growth seen by global companies and their need to maneuver within new markets and different cultures. Companies seem to be transitioning slowly from the learning stage to taking action. "Smart businesses understand that their customers come from many different sectors and that they must act accordingly in their communications with them. This is especially true when customers come from completely different countries or cultures," adds Kaufman.

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SOURCE One Hour Translation