Online shopping platform Temu has made significant strides to cater to diverse consumers by introducing isiZulu as part of its user interface for South African shoppers. With isiZulu being the most spoken language in the country—accounting for 24.4% of households as per the 2022 national census—Temu’s decision aims to broaden its appeal and ease access for the local population. Upon entering the app or website, users are prompted to switch to isiZulu or opt to maintain the English interface. If the prompt is missed, the language can also be changed directly via the app’s sidebar or through the website by selecting the South African flag icon.
Following its arrival in South Africa at the onset of 2024, Temu has positioned itself vigorously against local e-commerce brands by offering low prices and advertising itself as a premium marketplace with the tagline, "Shop like a billionaire." This aggressive pricing strategy coincided with complaints from South African retailers and textile producers, alleging Temu and competitor Shein were circumventing taxes by splitting orders to evade higher duties. A seasoned logistics veteran disclosed to MyBroadband how these companies exploit tax concessions, originally intended for low-value parcels, to sustain low import costs.
Adding to concerns, the South African Revenue Service (SARS) had announced it would begin enforcing full 45% taxes on clothing items below R500, with this plan being put on hold recently. Instead, starting September 2024, they will implement a temporary tax measure involving 15% VAT atop the existing 20% duty on similar parcels, indicating the government’s response to local industry pressures.
The competitive pressure from Temu has led to significant shifts within the local e-commerce scene. Major companies like Takealot have felt the heat, resulting in the sale of its clothing platform Superbalist. This sale, which took place on September 1, 2024, was motivated by concerns about the viability of competing against such low-cost international retailers. Following this, Snatcher, another local tech importer, confirmed its cessation of operations after years of trading, indicating the substantial impact of these Chinese competitors.
Simultaneously, the academic world is witnessing its own expansion of language support, particularly at Yale University, where the Slavic Languages and Literatures department has rolled out its first formal Ukrainian language course. Professor Olha Tytarenko spearheaded this initiative, motivated by the growing interest and urgency surrounding Ukrainian culture amid geopolitical crises. This course offers daily sessions, with plans to deepen the integration of Ukrainian studies within the broader curriculum.
Students enrolled have expressed immense gratitude for the course's immersive structure. Mike York, who retired from the Army shortly after experiencing the escalated conflict in Ukraine, remarked on the transformative nature of the program. His classmate Jack Leydiker, whose family emigrated from Ukraine, finds learning the language to be enriching, reiteratively referring to learning through poetry as "personally very meaningful."
Fridays are devoted to translating poignant poems from Ukrainian refugees and soldiers, which professor Kureichik claims builds emotional connections to the language. Tytarenko’s pedagogical approach emphasizes not just language acquisition but also cultural resonance, aiming to reshape narratives typically dominated by imperial perspectives.
“There is urgent need to revisit history from Ukraine’s perspective,” Tytarenko stated, advocating for the historical richness and contemporary significance of Ukraine within global frameworks. This sentiment was echoed by Kureichik, who stresses the importance of fostering independent cultural narratives through education.
Both developments, whether it’s Temu adapting to local linguistic needs or Yale advancing the study of Ukrainian, highlight the decisive shifts toward inclusivity and accessibility across commerce and academia. Such expansions resonate with global audiences eager to connect with diverse cultures and histories, reaffirming the necessity of language support as we navigate our interconnected world.