Created a customrender controller to set which culture variant to render. ref: https://docs.umbraco.com/umbraco-cms/reference/routing/custom-controllers#replace-umbracos-default-rendercontroller Culture is saved in cookie, if it is not set in cookie, culture is manipulated based on the user country. _variationContextAccessor.VariationContext = new VariationContext(pageCulture); ref: https://docs.umbraco.com/umbraco-cms/reference/language-variation This rendered expected culture content, but the url is not changed https://abc.com/ . Expectation is to get https://abc.com/nb-no possibly without a 301 redirect public class MyRenderController : RenderController { public MyRenderController(ILogger logger, ICompositeViewEngine compositeViewEngine, IUmbracoContextAccessor umbracoContextAccessor) : base(logger, compositeViewEngine, umbracoContextAccessor) { } public override IActionResult Index() { // custom logic to set pageCulture _variationContextAccessor.VariationContext = new VariationContext(pageCulture); return CurrentTemplate(CurrentPage); } }