Cultural
Discount
Rate %

With the growing demands of content diversity and increased exposure to various countries content through online streaming platforms such as Amazon Prime Video and Netflix,  it deluded people that one step closer to globalisation. However, frequency of exposure does not mean an understanding of cultures. Even the present translation system is vulnerable. As Tomlinson (1999) said, globalisation has not generated a homogeneous global culture, and the cultural discount rate proves the phenomenon. Depending on the cultural distance, the discount rate increases, and the discount rate decreases if the country has great influence.

This study discovered the existence of cultural discounts and explores the difference between cultures by comparing two methods of localisation and glocalisation to reduce cultural discount rates. The Korean film Miss Granny(2014) is an example of localisation, it was remade in 7 countries, including Japan, China, Thailand, Vietnam, the Philippines, India, and Indonesia. In produced 5 relay videos, 8 people from each country produced participatory videos that decoded cultural information from an individual's point of view. Squid Game(2021) is glocalition content, which is a compound word of localisation and globalisation and the local featured contents become glocalisation. In 5 videos, 2 Koreans decoded Korean culture hidden in the contexts.