The 21st century has seen an increasing tendency of localization as a form of intercultural communication. In globalized markets, role players with various cultural backgrounds are involved and localization becomes a more dynamic, communicative and cultural process. Localizers often have to make strategic choices in many areas beyond language. Also, as an important driver of change, new translation technology pushes human beings to focus more on fully utilizing their sense of human experience and incorporating relevant context into the semantic understanding and production of messages. In this workshop we will discuss components of localizers’ cultural competence from a communicative perspective and propose a relevancy approach to cultivate this competence in localization training and practice.