What to Know About Southeast Asian Languages for Localization
Southeast Asian languages (SEA languages) are critical for connecting firms with an exciting region of the world. Southeast Asia boasts vast and cosmopolitan histories, beautiful scenery, and delicious food, but it is increasingly emerging as a new center for global business and communication.
When you're working with more than 11 countries and having hundreds of local languages, it's exciting but also poses local challenges for localization. So how do you ensure your message won't be lost during translation? Let's discuss what you need to know before embarking on the big sea and experiencing the rich, eye-opening regional culture of SEA languages when it comes to localization.
The Southeast Asia Localization Market
You’re stepping into one of the most dynamic localization markets on the globe. Southeast Asia combines its diverse linguistic landscape with a rapidly expanding digital economy that’s among the fastest-growing globally. For example, with over 332 million gamers projected by 2028 and regional gaming revenues hitting US $5.1 billion in 2023—forecasted to reach US $7.1 billion by 2028(CAGR 6.7%).
It's clear why this region demands attention from localization professionals. And it’s not just games—web novels, voice‑overs, and subtitles are all riding this wave of demand. Let’s explore each niche more closely.
Video Game Localization
Did you know that SEA's gaming market growth rate reached 8.5% YoY (in 2023) thanks to contributions from Indonesia, Malaysia, Thailand, and Vietnam? In Indonesia, the market in 2024 was US$505 billion with estimated growth to US$650 billion, though the number has to be IDR billions; however, growth cannot be avoided.
For you, this means opportunity: localized content boosts downloads, retention, and in‑game spending. Think Pokémon Go and Genshin Impact—when they added Indonesian and Thai language options, engagement and revenue soared. But be mindful: each language brings technical challenges, like Thai script rendering or Vietnamese tone accuracy. SEA is diverse and demands precision.
Web Novel Localization
Web novels are another fast-growing area in SEA. While precise SEA-specific numbers are scarce, Southeast Asia’s vast language hub (home to over 1,300 languages) signals huge potential. Platforms like Wattpad and Webnovel have posted significant growth in Indonesia, Thailand, and Vietnam.
Users seek content in their own language, with local expressions and national stories. To you, this means more than translating text—it's cultural editing, adapting local references, and sometimes reworking plot lines so they resonate with SEA readers.
Read more: Web Novel Localization in Malaysia: A Cultural Linguistic Journey
Voice-Over Localization
Voice acting is gaining momentum here, particularly in games and corporate videos. Typical voice-over costs start at a few thousand USD per FIGS language, and rates vary based on actor, studio, and region. A growing SEA voice-over industry means more native talent for Indonesian, Thai, and Vietnamese languages, useful for dubbing training modules, marketing, or animation.
Subtitle Localization
Subtitles continued to be the most affordable way to localize video game content, whether that be game trailers, e-learning modules, or even internal corporate presentations. The global game localization services market (subtitle services included) is expected to reach just under US$4.8 billion by 2033, with a Compound Annual Growth Rate (CAGR) of 12.2% from 2024.
When faced with the pros and cons of cost versus depth, mobile developers often choose subtitles over voice-over, particularly for action-heavy imploded games and indies. In your case, subtitling is the way to go; it's the most affordable, quickest to produce, and still among the most successful methods of delivery, especially in countries like Indonesia and Thailand, where English proficiency may not be as strong.
Exploring Some Southeast Asian Languages
You are going to take the plunge into the multilingual geography of Southeast Asia. Each area has its own blend of national and local languages, which represent distinct identities, such as:
Indonesia
Of the many Southeast Asian languages, Bahasa Indonesia is particularly notable because of its role as a culturally unifying language across a linguistically diverse nation. Around 248 million people use Bahasa Indonesia, including roughly 71.9 million native speakers and 176.5 million who speak it as a second language.
Despite its unifying role, Indonesia’s linguistic landscape remains incredibly diverse. More than 700 regional languages are spoken across the country, with Javanese (about 84 million speakers), Sundanese (around 42 million), and Madurese (approximately 13.6 million) topping the list in terms of usage.
That means, most of the time in everyday speech, Bahasa is often mixed with local dialects, which presents an intriguing challenge for marketers, translators, and localizers in terms of code-switching.
Malaysia
Malay (Bahasa Melayu) is the national language. There are approximately 77 million native speakers of the language, and along with second-language users across Indonesia, Brunei, Singapore, and parts of Southern Thailand, the number may range from 200 million to possibly 290 million. In addition, Malaysia is home to several indigenous languages, including—but not limited to—Kedah Malay, Kelantan Malay, and Iban.
Vietnam
These languages include Vietnamese as the standard language, which has around 85.8 million speakers. There are six tones, so pronunciation is important: any slight difference will alter the entire meaning. English or French can also be part of the spoken language in the cities, indicating the colonial past of the region and current international links.
Thailand
It has a five-toned alphabet and approximately 70 million native speakers. In Thailand’s southern provinces—Pattani, Yala, and Narathiwat—a majority of the population uses a local Malay dialect referred to as Pattani Malay or Yawi. That means dialect sensitivity is the top priority, especially in selling to local constituencies.
Philippines
Filipino, also known as Tagalog, is the most commonly used language in the Philippines, with English serving as the other half of the country’s bilingual framework. It is the native language of approximately 43 million people and is employed by far in the media, education, and government, and by many other institutions.
Other significant languages are Cebuano (±30M), Ilocano (±8M), and Hiligaynon (±7.9M). The right language to choose will depend on your audience - whether to use Tagalog alone for Metro Manila, or Tagalog for Metro Manila and any of the other languages for Mindanao.
Cambodia
Khmer is known as Cambodia’s official language and is used by roughly 18 million speakers throughout the nation. Cultural projects and media localization in Cambodia hinge on accurate Khmer adaptation, as regional variations matter less than national usage.
Singapore
Singapore presents one of the most interesting cases in terms of Southeast Asia languages. In Singapore, four languages—English, Malay, Mandarin, and Tamil—are officially recognized, reflecting the country's commitment to linguistic and cultural diversity.
Malay holds symbolic status—it’s used in the national anthem—but English plays the dominant role in sectors like education, administration, and commerce. But at home, Malay and Tamil reflect the main ethnic group identity from the context of what they speak. If you're considering localization here, I will mention one thing: narrow your audience remarkably!
Brunei Darussalam
Brunei is a small country but has an incredibly rich linguistic heritage. The national language is Brunei Malay, which is used more dominantly than Brunei Malay. However, do not be too surprised to find English or even some Chinese dialects being used in everyday situations, especially in the city area.
Laos
In Laos, the primary language used nationwide is Lao, which is spoken by roughly seven million individuals. Ethnic groups also speak Khmu and Hmong, though these serve smaller audiences. Most digital content centers on Standard Lao.
Myanmar
Burmese is the official language, spoken by around 33–38 million native speakers. But that’s just the beginning. Myanmar is home to over 100 ethnic languages, including Shan, Karen, Mon, and Chin, each tied to distinct cultural identities.
Timor Leste
There are two official languages in the country: Tetun and Portuguese. While Tetun is widely spoken in daily life, Portuguese takes precedence in official and governmental contexts in Timor-Leste. Tetun has roughly 800,000 speakers and there are also some regional languages spoken, such as Kemak, Mambai, Bunak, and Mikasai.
What are the Most Popular and Widely Used Languages in Southeast Asia?
So, which languages are most notable in Southeast Asia? Here’s the quick recap table!
| Language | Approx. Speakers |
|---|---|
| Bahasa Indonesia/Malay | ~248–300 million |
| Vietnamese | ~85.8 million |
| Tagalog/Filipino | ~43 million (native) |
| Thai | ~60–70 million |
| Burmese | ~33–38 million |
| Khmer | ~18 million |
| Lao | ~7 million |
| Tetun/Portuguese | Timor-Leste official |
Why You Should Consider Southeast Asia Languages for Your Next Localization Project
If you're planning to grow your business into international markets, it’s essential to pay close attention to the languages spoken across Southeast Asia. To recap, this region consists of over 680 million people who inhabit 11 countries with rich cultural representations, speaking hundreds of languages—so this could be a substantial audience to miss out on.
You may be asking, why not just localize into English? While English is common in business and education, the reality is that most consumers will engage with content more deeply in their native or national language.
What's more, Southeast Asia is a digital powerhouse, and this is only going to grow. For example, in early 2024, Indonesia had 185.3 million internet users (66.5 % penetration) and 139 million social media identities, about 75% of its online population.
The Philippines and Vietnam also show deep engagement. There were 87 million internet users in the Philippines (73.6% penetration, same number in social media users), and in Vietnam, 78.4 million internet users (79.1%), with 72.7 million active social media users .
Meanwhile, Malaysia (97.4% internet penetration, 83% social media) and Singapore (96% internet, 85% social media) further highlight SEA’s deep digital integration. Across the region, over 61% of people use social media (often on 7–8 platforms daily), spending several hours each day online.
And that's just the tip of the iceberg. With mobile-first behavior, e-commerce, streaming, and online gaming on the upswing, localized digital content is not a 'nice to have' anymore—it is a must. Therefore, if you are going to release a product, app, web novel, or game, you are not making a bad choice by choosing the appropriate Southeast Asian languages.
Final Thoughts
Although considering the range of languages across Southeast Asia can feel overwhelming, there is genuine engagement, trust, and sustainable growth in markets when you select the right Southeast Asian languages. Launching a game, book or corporate awareness campaign with localized content and local voices has an impact.
Need a little help to get you started? Digital-Trans Asia offers professional localization services that are designed to deliver the cultural and linguistic character of each of these nations.
Read more: The Rise Of Esport In Southeast Asia
Ready to localize for SEA's diverse languages? Partner with Digital-Trans Asia for expert services in Bahasa Indonesia, Thai, Vietnamese, and more—ensuring cultural fit and market success. From gaming to web novels, we adapt seamlessly. Explore careers to join our linguists or contact us today to launch! Visit Digital-Trans Asia for more.