Japanese company Cygames (Umamusume: Pretty Derby, Granblue Fantasy, Shadowverse...) works with Western localizers to adapt the game to Gen Z Cygames presented a session on localizing characters’ dialects, speech patterns, and personalities. Some characters do not receive a direct translation of their Japanese speech, the localization team creates a different English voice to convey the same personality and social background. For example, “Merry Christmas” was changed to “Happy Holidays” in parts of the English version, despite the Japanese dialogue saying “Merry Christmas.” Many romantic scenes are also toned down. Mihono Bourbon is another example. In Japanese, she calls the Trainer “Master,” while the English text uses “Trainer.” Her Japanese voice still says “Master,” creating a noticeable difference. The localization team explains that some cultural concepts are difficult to communicate directly to Western audiences, so they seek English equivalents that convey the character’s intended image rather than literally translating the terminology.