TransMeme: A Multi-Agent Framework for Cross-Cultural Meme Transcreation

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arXiv:2608.27127v1 Announce Type: new Abstract: Internet memes are a pervasive form of multimodal online communication; however, such communication often involves users from diverse linguistic and cultural backgrounds. Therefore, adapting memes across cultures and languages is a central challenge for enabling mutual understanding in online communication. Unlike ordinary translation or standalone text rewriting, cross-cultural meme transcreation must jointly preserve communicative intent, adapt culture-dependent meaning for the target audience, and maintain coherence between text and image. In this work, we first provide an explicit task analysis of cross-cultural meme transcreation and identify three core challenges: culture-specific knowledge understanding, intent and tone preservation, and multimodal consistency. Based on this analysis, we propose a multi-agent framework with specialized agents that are coordinated to address these challenges through cultural adaptation, target text rewriting, revision, and conditional visual adjustment. The framework strengthens target text adaptation with coordinated feedback to handle difficult cases that require deeper cultural or visual intervention. We evaluate the framework on bidirectional Chinese-English meme transcreation using both human evaluation and LLM-as-a-Judge. Our method consistently outperforms all baselines across both evaluation settings. In human evaluation, it achieves the best performance on all four dimensions and delivers a 33.1% average improvement over the strongest baseline, while in LLM-as-a-Judge, it …

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