Abstract: In the 1980s, the equivalence theory based on structuralism was met with much criticism.Hence, Pym proposes the distinction between natural equivalence and directional equivalence.To some degree, this distinction has helped answer some sharp criticisms on equivalence and greatly enhanced the value of the equivalence theory.This paper mainly introduces the characteristics and value of this distinction.It also applies the theory of natural and directional equivalence to interpret translation activities in the localization industry, a new emerging translation industry nowadays.Finally, this paper discusses the relationship between translators, machine and technology from the perspective of natural and directional equivalence.