Nowadays global brands might not be confident to talk with their worldwide consumers in one language, i.e. English.
It now becomes a trend that they are trying to embrace local people with their mother tongue language.
Of course, the brand wants to be perceived as a close friend, not a stranger.
As a (close) friend, people will listen you without a gap and have more attention and intention to accept information from you.
Don't believe it?
If you have a global brand and want your brand to have a better relationship with consumers elsewhere, just contact your local copywriter in which country your brand lives in.
I think copy transcreation is a must to answer the brands battle around the world; country-to-country.
What do you think?