diff --git a/web/src/padelnomics/app.py b/web/src/padelnomics/app.py
index 49d9776..3906001 100644
--- a/web/src/padelnomics/app.py
+++ b/web/src/padelnomics/app.py
@@ -10,7 +10,7 @@ from .analytics import close_analytics_db, open_analytics_db
 from .core import close_db, config, get_csrf_token, init_db, is_flag_enabled, setup_logging, setup_request_id
 
 setup_logging()
-from .i18n import LANG_BLUEPRINTS, SUPPORTED_LANGS, get_translations
+from .i18n import LANG_BLUEPRINTS, SUPPORTED_LANGS, get_country_name, get_translations
 
 _ASSET_VERSION = str(int(time.time()))
 
@@ -96,6 +96,7 @@ def create_app() -> Quart:
     app.jinja_env.filters["fmt_x"] = _fmt_x
     app.jinja_env.filters["fmt_n"] = _fmt_n
     app.jinja_env.filters["tformat"] = _tformat  # translate with placeholders: {{ t.key | tformat(count=n) }}
+    app.jinja_env.filters["country_name"] = get_country_name  # {{ article.country | country_name(lang) }}
 
     # Session config
     app.config["SESSION_COOKIE_SECURE"] = not config.DEBUG
diff --git a/web/src/padelnomics/content/templates/partials/market_results.html b/web/src/padelnomics/content/templates/partials/market_results.html
index eb65871..c515775 100644
--- a/web/src/padelnomics/content/templates/partials/market_results.html
+++ b/web/src/padelnomics/content/templates/partials/market_results.html
@@ -8,7 +8,7 @@
     {% endif %}
     <div class="flex items-center gap-2">
       {% if article.country %}
-      <span class="badge">{{ article.country }}</span>
+      <span class="badge">{{ article.country | country_name(lang) }}</span>
       {% endif %}
       {% if article.region %}
       <span class="text-xs text-slate">{{ article.region }}</span>
diff --git a/web/src/padelnomics/directory/routes.py b/web/src/padelnomics/directory/routes.py
index 00caa44..a7f46cd 100644
--- a/web/src/padelnomics/directory/routes.py
+++ b/web/src/padelnomics/directory/routes.py
@@ -7,7 +7,7 @@ from pathlib import Path
 from quart import Blueprint, g, make_response, redirect, render_template, request, url_for
 
 from ..core import csrf_protect, execute, fetch_all, fetch_one, utcnow_iso
-from ..i18n import get_translations
+from ..i18n import COUNTRY_LABELS, get_translations
 
 bp = Blueprint(
     "directory",
@@ -16,41 +16,6 @@ bp = Blueprint(
     template_folder=str(Path(__file__).parent / "templates"),
 )
 
-COUNTRY_LABELS = {
-    "DE": "Germany",
-    "ES": "Spain",
-    "IT": "Italy",
-    "FR": "France",
-    "PT": "Portugal",
-    "GB": "United Kingdom",
-    "NL": "Netherlands",
-    "BE": "Belgium",
-    "SE": "Sweden",
-    "DK": "Denmark",
-    "FI": "Finland",
-    "NO": "Norway",
-    "AT": "Austria",
-    "SI": "Slovenia",
-    "IS": "Iceland",
-    "CH": "Switzerland",
-    "EE": "Estonia",
-    "US": "United States",
-    "CA": "Canada",
-    "MX": "Mexico",
-    "BR": "Brazil",
-    "AR": "Argentina",
-    "AE": "UAE",
-    "SA": "Saudi Arabia",
-    "TR": "Turkey",
-    "CN": "China",
-    "IN": "India",
-    "SG": "Singapore",
-    "ID": "Indonesia",
-    "TH": "Thailand",
-    "AU": "Australia",
-    "ZA": "South Africa",
-    "EG": "Egypt",
-}
 
 CATEGORY_LABELS = {
     "manufacturer": "Manufacturer",
diff --git a/web/src/padelnomics/i18n.py b/web/src/padelnomics/i18n.py
index 59b2545..a94ff9b 100644
--- a/web/src/padelnomics/i18n.py
+++ b/web/src/padelnomics/i18n.py
@@ -13,6 +13,44 @@ from pathlib import Path
 SUPPORTED_LANGS = {"en", "de"}
 LANG_BLUEPRINTS = {"public", "planner", "directory", "content", "leads", "suppliers"}
 
+# 2-letter ISO country code → English name.
+# Used by the directory, article templates, and get_country_name().
+COUNTRY_LABELS: dict[str, str] = {
+    "DE": "Germany",
+    "ES": "Spain",
+    "IT": "Italy",
+    "FR": "France",
+    "PT": "Portugal",
+    "GB": "United Kingdom",
+    "NL": "Netherlands",
+    "BE": "Belgium",
+    "SE": "Sweden",
+    "DK": "Denmark",
+    "FI": "Finland",
+    "NO": "Norway",
+    "AT": "Austria",
+    "SI": "Slovenia",
+    "IS": "Iceland",
+    "CH": "Switzerland",
+    "EE": "Estonia",
+    "US": "United States",
+    "CA": "Canada",
+    "MX": "Mexico",
+    "BR": "Brazil",
+    "AR": "Argentina",
+    "AE": "UAE",
+    "SA": "Saudi Arabia",
+    "TR": "Turkey",
+    "CN": "China",
+    "IN": "India",
+    "SG": "Singapore",
+    "ID": "Indonesia",
+    "TH": "Thailand",
+    "AU": "Australia",
+    "ZA": "South Africa",
+    "EG": "Egypt",
+}
+
 _LOCALES_DIR = Path(__file__).parent / "locales"
 
 
@@ -138,3 +176,24 @@ def get_calc_item_names(lang: str) -> dict[str, str]:
     """
     assert lang in _CALC_ITEM_NAMES, f"Unknown lang: {lang!r}"
     return _CALC_ITEM_NAMES[lang]
+
+
+# Reverse map: English country name → 2-letter code (e.g. "Germany" → "DE").
+# Built once at load time from COUNTRY_LABELS.
+_COUNTRY_CODE_BY_EN_NAME: dict[str, str] = {v: k for k, v in COUNTRY_LABELS.items()}
+
+
+def get_country_name(country_str: str, lang: str) -> str:
+    """Return the localised name for a country stored as an English name in the DB.
+
+    Falls back to the original string if not found in translations.
+    Used as a Jinja filter: {{ article.country | country_name(lang) }}
+    """
+    if not country_str:
+        return country_str
+    effective_lang = lang if lang in _TRANSLATIONS else "en"
+    code = _COUNTRY_CODE_BY_EN_NAME.get(country_str, "")
+    if not code:
+        return country_str
+    key = f"dir_country_{code}"
+    return _TRANSLATIONS[effective_lang].get(key, country_str)