Cross-Country Code-Mixing for Generative Recommendation

Abstract

Cross-country recommendation on modern e-commerce platforms is typically deployed with disjoint user and item ID spaces across markets, removing the shared anchors that conventional cross-domain methods rely on. Generative recommendation (GR) mitigates this by mapping items into a shared token space and training a unified model, but existing approaches keep behavior sequences strictly country-specific, so knowledge transfer occurs only at the parameter level and remains absent at the data level. Inspired by code-switching corpora in multilingual natural language processing, we propose CMRec, a cross-country GR framework that injects cross-country supervision at the data level via dual-constrained, context-aware code-mixing. CMRec first learns a shared semantic codebook from multi-modal content and behavioral co-occurrence across countries. It then uses this codebook to synthesize mixed-country sequences via token-level substitutions that satisfy both static (content) and dynamic (e.g., price, audience, popularity) constraints. Finally, it introduces a context-aware loss that reweights mixed samples according to their plausibility in the current sequence. Experiments on two real-world multi-country datasets and an online A/B test show that CMRec substantially improves recommendation quality in data-sparse countries while preserving performance in data-rich countries, achieving +1.77% advertising revenue and +2.64% orders on a large-scale e-commerce platform.