The Hidden Layer Global Clients Often Miss in EN–ID Localization

Global companies often believe Indonesian translation is straightforward—no gender, no tenses, simple grammar. But beneath its surface lies a cultural system that shapes tone, respect, warmth, and social hierarchy: honorifics.

For English–Indonesian localization, honorifics are one of the most overlooked elements. Choosing between Mas, Mbak, Bang, Kak, Anda, Saudara, Bapak/Ibu, or no honorific at all can radically change how the audience perceives a brand or character.

This article explores how honorifics influence brand tone, UX writing, and game or script localization.

1. Why Honorifics Matter in Indonesian

English uses very few address terms. Indonesian uses many—each with nuances of:

• age

• regional identity

• social distance

• politeness

• warmth

• hierarchy

Honorifics are not just labels—they are social status markers.

Using the wrong one can break immersion, sound offensive, or feel “not Indonesian.”

2. The Core Honorifics and Their Functions

2.1 Mas & Mbak

Used widely in Java and urban areas.

• Mas: older male / respectful

• Mbak: older female / respectful

Tone: warm, approachable, polite without being too formal.
Best use: customer service, casual apps, modern dialogues.

Example:
“Mas, akun Anda sudah aktif.”
Warm and friendly—fits e-commerce or lifestyle brands.

2.2 Bang

Used in Betawi/Medan contexts.

Tone: regional, brotherly, relaxed.
Best use: characters in films/games, local branding, cultural content.

Example:
“Bang, bantu cek status pesanan ya.”

Adds personality and locality—impossible to replicate with generic tone.

2.3 Kak

Youth-oriented, gender-neutral.

Tone: friendly, Gen-Z, light.
Best use: education apps, gaming communities, youth-focused UX.

Example:
“Kak, misinya berhasil!”

2.4 Anda

The standard polite pronoun.

Tone: neutral, professional, respectful.
Best use: banking, government, corporate, formal UX, medical.

Example:
“Data Anda telah kami terima.”

Common in branding because it is safe, but sometimes too distant for younger audiences.

2.5 Saudara / Saudari

Used in formal, legal, administrative, and institutional contexts.

Tone: official, impersonal.
Best use: legal documents, HR, internal policies, announcements.

Example:
“Saudara wajib melaporkan hasil evaluasi ini.”

Overly formal for apps or general marketing.

2.6 Bapak / Ibu

Highly respectful, indicating seniority.

Tone: formal, polite, hierarchical.
Best use: medical, government, corporate events, high-level meetings.

Example:
“Bapak/Ibu dapat menghubungi kami untuk informasi lanjutan.”

3. The Hidden Layer in UX Writing

Many English UX phrases assume neutrality. In Indonesian, neutrality is a choice, not a default.

English:
Your account is now ready.

Possible Indonesian versions:

• Akun Anda sudah siap. (Neutral–formal)

• Akunmu sudah siap! (Casual)

• Kak, akunmu sudah siap! (Youthful)

• Mas/Mbak, akun Anda sudah siap. (Polite + warmth)

The honorific decides whether the brand sounds:

• corporate

• friendly

• youthful

• local

• warm

• or too casual

This is the layer most global clients miss.

4. Honorifics in Game Localization

Games require character coherence. English doesn’t carry social hierarchy the way Indonesian does.

Examples:

4.1 Sibling Characters

English:
“Let’s go!”

Possible Indonesian:

• Ayo, Kak! (younger talking to older)

• Ayo, Dik! (older to younger)

Picking the wrong honorific breaks character logic.

4.2 Regional Characters

A Betawi character calling someone “Kak” or “Anda” feels unnatural.
“Bang” or “Neng” fits their cultural identity.

Example:
“Bang, siap tempur!”

Authenticity matters.

4.3 Hierarchical Systems

For military, schools, or guild-based games:

• Komandan

• Kakak kelas

• Sensei (loanword acceptable in anime-style games)

• Bos (informal)

English leaves these vague. Indonesian requires precision.

5. Honorifics in Script Localization

In films, voice-over, dubbing, and drama scripts, honorifics signal:

• relationship

• intimacy

• power distance

• conflict

• sarcasm

• respect

Example shifts:

“Hey, you!”

• Hei, Mas! (friendly)

• Hei, kamu! (neutral)

• Hei, Saudara! (stern)

• Hei, Bang! (regional)

The choice shapes the emotional tone.

6. What Global Clients Often Miss

Most clients assume:

• “Anda” is always correct → it isn’t.

• honorifics are interchangeable → they aren’t.

• Indonesian is tone-neutral → it isn’t.

• literal translation works → it doesn’t.

Honorifics are cultural UX.
They define how Indonesians feel when interacting with brands or characters.

7. Why Human Linguists Are Essential

AI cannot reliably detect:

• character age differences

• regional tones

• social dynamics

• politeness expectations

• youth language

• cultural warmth

• geographic identity

Human linguists map these layers instinctively.

Honorifics are not vocabulary—they are social codes.
Choosing the right one requires understanding Indonesian culture, not just Indonesian grammar.

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See our previous blog post on “Linguistic Testing in Games & Apps: Why It Matters“.