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The aim of this study is to examine what conceptual value ‘transcreation’ has within Translation Studies. Transcreation, a portmanteau word made by combining ‘translation’ and ‘creation’ has recently risen as a breakthrough under the challenges posed by artificial intelligence and ‘creative non-translator translators.’ This ‘creative’ term, however, has not been explored as much because there is a skepticism with respect to the usefulness of the concept. Furthermore, the concern that transcreation as another new term destabilizes the status of translation as an umbrella term also makes the concept lose its position in Translation Studies. Against this backdrop, this study delves into distinctive features of transcreation and identifies conceptual value of the term within Translation Studies. For this purpose, the paper first looks at how the term ‘transcreation’ has been understood in various fields of study. To more identify differentiating features, the study compares transcreation with similar terms such as localization and adaptation. The results have two implications as follows: (1) transcreation has been used as a translation procedure to evoke intended emotions and feelings in target readers; (2) the concept puts more emphasis on the role of translators as a creative agent.