MemeCULT-1K: Benchmarking South Asian Cultural Context and Humor Understanding of Multimodal Models

Vision Language Models have achieved strong performance on multimodal benchmarks, yet their ability to reason about culturally grounded and metaphor-rich content remains insufficiently studied. Internet memes present a challenging setting where meaning emerges from implicit interactions between image, overlaid text, sarcasm, and shared socio-cultural knowledge rather than literal visual recognition. This challenge is amplified in low-resource languages such as Bangla, where code-mixing, stylized scripts, and culturally specific symbolism introduce substantial distribution shift. In this work, we introduce BanglaMemeX, a culturally grounded multimodal benchmark comprising 3,000 Bangla memes annotated with multi-dimensional labels (humor, sarcasm, offensiveness, motivational intent, and overall sentiment) and human-written explanations that explicitly describe textual and visual metaphors. We systematically evaluate modern VLMs on both classification and explanation generation, revealing that current models struggle to interpret implicit cultural cues despite reasonable surface-level accuracy. Our results highlight the need for culturally-aware multimodal systems capable of grounded reasoning under linguistic and cultural distribution shift.

Large vision-language models have improved at describing visual content, but accurate descriptions do not ensure interpretation when meaning depends on knowledge beyond the pixels. Memes expose this gap because they rely on cultural entities, background knowledge, and community conventions. Most meme benchmarks reduce interpretation to labels or holistic scores, obscuring where an explanation breaks down. We introduce MemeBench, a diagnostic benchmark of 1,253 Chinese and English memes with human-written references and quality-controlled VIKR annotations, centered on anime, comics, games, and adjacent online subcultures. Its VIKR schema decomposes explanations into Visual clues, Identity links, Knowledge units, and Reasoning mechanisms. Across 26 LVLMs, every model covers visible content more reliably than the knowledge needed to interpret it, and even the strongest retains a 22.6% Visual-Knowledge gap. To test whether this diagnosis can guide improvement, we introduce KAR, an entity-guided retrieval baseline built on CultureBase. Across four controlled models, KAR raises VIKR Success by 3.6-7.4% and, compared with generic retrieval, repairs more answers and breaks fewer. Yet both retrieval conditions improve Identity and Knowledge while reducing Visual coverage in every comparison. MemeBench reveals whether an interpretation succeeds, what is missing, and whether targeted evidence fills the diagnosed gap.

Communicating across cultures is inherently challenging, especially through culturally dense and ambiguous formats like memes. While people expect large language models (LLMs) to hold promise for bridging such gaps, existing benchmark datasets often fail to capture the cultural context necessary for accurate interpretation. To address this, we introduce MemeBridge, a curated dataset centered on U.S.-originated memes, designed to capture two complementary perspectives: (1) how Chinese participants interpret these memes, and (2) how U.S. participants anticipate how people from other cultures might misunderstand them. Here, context refers to implicit cultural knowledge, including background beliefs, norms, and shared assumptions that shape meme comprehension. The dataset was constructed via a multi-stage crowdsourcing pipeline with rigorous validation, including human agreement checks and GPT-based classification verification. Each meme is annotated with sentiment, emotion, cultural significance, and knowledge type, providing rich supervision for downstream tasks. Notably, we observe that the anticipated misunderstandings from U.S. participants are often inaccurate, highlighting the asymmetries in cultural understanding and the challenges of adopting perspectives beyond one's own. This bidirectional framing, which focuses on both expression and perception, enables more nuanced benchmarking of cross-cultural comprehension. Our probing of multiple LLMs reveals that while models developed in different cultural contexts exhibit partial cross-cultural understanding, they often struggle with sophisticated interpretations. By contrast, fine-tuning with MemeBridge improves model performance, underscoring the value of culturally grounded resources for training and evaluating LLMs in globally diverse settings.