Assistance in Product Packaging Translation for the Expansion of Hei Food SMEs

Abstract

This community service activity aims to assist Hei Food SMEs in translating Heicho chocolate product packaging from Indonesian into English to support international marketing readiness. The assistance was conducted because the language used on product packaging plays an important role in global marketing communication and foreign consumers’ understanding. The methods used in this activity included direct observation of the products and production process, collaborative discussions with the SME owner, identification of ingredient terms and product slogans, and joint evaluation of the translation results. The activity was carried out gradually through a process of linguistic and cultural adaptation to ensure that the packaging content could be understood by the international target market. The results of the activity show that the assistance helped the SME prepare more communicative bilingual packaging suitable for global market needs. In addition, the mentoring process increased the owner’s understanding of the importance of translation, international branding, and cultural adaptation in export product marketing. This activity contributes to improving the SME’s readiness to expand its market reach and strengthen product competitiveness in the international market.