<p>Advertising translation offers a critical space to explore how gender values and stereotypes are reshaped within cross-cultural contexts. While extensive research has been conducted on the impact of ideological and cultural differences in gender on translation, few studies have explored the cultural hybridity in terms of value negotiation involved in the translation of fragrance product descriptions from English to Chinese. This study seeks to identify the translation shifts occurring in gendered descriptors and examine how these shifts instantiate cultural hybridity in terms of value negotiation. For that purpose, this study applies a multimodal analysis of a dataset of 224 fragrance descriptions. This framework enables a holistic examination of how visual and linguistic modes collaborate to convey the hybridity of gender values. Drawing on the concept of cultural hybridity, the research reveals how Euro-American, Confucian-heritage, contemporary, and historically established gender values are negotiated and reshaped in the translation process. By shedding light on these dynamics, this study contributes valuable insights to translation practices and global strategic marketing.</p>