This paper aims to consider the aspects of conceptual integration and contextual usage of the German word ‘schadenfreude’ in the English Internet discourses of the leading media of Great Britain, the United States of America, the Independent State of Papua New Guinea, New Zealand, and Kenya published in 2018-2019. The results of the study suggest that a local culture exerts influence on the process of conceptual integration of a loanword in a particular variant of English.