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The dynamics of international norms and institutional models are often described as either top-down diffusion and localization or as bottom-up resistance and alternative norm-making. However, both frameworks have their limitations in explaining the complex patterns of normative and institutional change, highlighting the need for a new perspective. This article argues for a more circular understanding of these dynamics. Localizations often spread laterally into other local contexts, and upward into international ones, shaping normative and institutional change. The article illustrates these dynamics based on two cases of impunity-related norms and institutions in Latin America. This perspective not only complements existing frameworks on the dynamics of norms and institutions but also points to a research agenda that aims to answer the question of when and how initial localizations can have impacts beyond their original context.