diff --git a/library/ProfileLoader.vue b/library/ProfileLoader.vue
index c70b612a7..56a3364ad 100644
--- a/library/ProfileLoader.vue
+++ b/library/ProfileLoader.vue
@@ -17,7 +17,7 @@
 import { computed, provide, inject, watchEffect, watch } from 'vue'
 import { useSharedMapToken, publishMapToken, fetchMapToken } from './composables/useSharedMapToken.js'
 import { retryableAsyncComponent } from './composables/retryableAsyncComponent.js'
-import { SUPPORTED_LOCALES, RTL_LOCALES, setRuntimeLocale } from './i18n/index.js'
+import { SUPPORTED_LOCALES, RTL_LOCALES, setRuntimeLocale, localeFromUrl } from './i18n/index.js'
 // QA corner: COMPILE-TIME gated (__DOXA_QA__, vite define). In public builds
 // the flag is false → this whole branch (and the widget's code, including its
 // platform references) is eliminated from the bundle. Platform builds
@@ -158,7 +158,10 @@ const showPinHint  = computed(() => config.value?.pinHint !== false)
 // shipped catalogs; an unknown/absent value leaves the i18n-detected default
 // (document.documentElement.lang → 'en') untouched.
 const lang = computed(() => {
-  const raw = (config.value?.locale || config.value?.lang || '').split('-')[0].toLowerCase()
+  // ?lang= / ?locale= on the page is the last rung: an embed opened with ?lang=ar already got Arabic TEXT
+  // (createAppI18n reads the URL) but this component's lang stayed '' so its dir and data language did not
+  // follow (upg100-plugin). profile-config still wins.
+  const raw = (config.value?.locale || config.value?.lang || localeFromUrl() || '').split('-')[0].toLowerCase()
   return SUPPORTED_LOCALES.includes(raw) ? raw : ''
 })
 // CRITICAL: this component is the ROOT of a defineCustomElement. vue-i18n's