Transcreation involves transforming material from one language for use in another language and culture.

It most often applies to creative areas such as marketing, copywriting, fiction and computer games, where material created for one culture needs to be interpreted to be more suitable for another.

For example, cultural references or wordplay can rarely be translated directly. There will often be a need to find other cultural phenomena found that work for the other language, or to create new puns or phrases with multiple meanings.

Link: What is transcreation?