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I had a similar problem with a site I worked on a couple of years back. Setting headers to disable caching did the trick. Annoying, but effective.

Not sure how authoritative:

Not on Steam; there was a Tomcat bug where it'd send HTTP response to wrong client: https://bz.apache.org/bugzilla/show_bug.cgi?id=57340

So maybe that's why Steam store pages have been displaying for me in Korean randomly over the last two years...