Luizenmoeder, of toch liever kriebelmama?

In the context of widespread transnational television remakes in Europe, this study addresses the limited research on their reception. Focusing on Flemish television audiences, it explores the localization process in remakes, emphasizing recognition, identification, and local appreciation. Using the Dutch comedy series De Luizenmoeder and its Flemish remake as a case study, the article critically examines audience perceptions of localization. Analyzing six focus groups (N = 36), the findings highlight Flemish viewers’ preference for perceived ‘authentically’ localized content, particularly valuing a familiar local accent. Familiar humour, national clichés, and stereotypical representations of the nation and its members enhance the identification process, while superficial references to Flemish culture enrich the localized experience. The study concludes that the localization process carries ideological implications, warning against the risk of cultivating a uniform perception of national identities through consistent reliance on the same cultural stereotypes.