diff --git a/.architecture-rules/language.yaml b/.architecture-rules/language.yaml
index f7981fff..12db33f1 100644
--- a/.architecture-rules/language.yaml
+++ b/.architecture-rules/language.yaml
@@ -111,11 +111,9 @@ language_rules:
         function languageSelector(currentLang, enabledLanguages) { ... }
         window.languageSelector = languageSelector;
     pattern:
-      file_pattern: "static/shop/js/shop-layout.js"
-      required_patterns:
-        - "function languageSelector"
-        - "window.languageSelector"
-      file_pattern: "static/vendor/js/init-alpine.js"
+      file_patterns:
+        - "static/shop/js/shop-layout.js"
+        - "static/vendor/js/init-alpine.js"
       required_patterns:
         - "function languageSelector"
         - "window.languageSelector"
@@ -247,3 +245,26 @@ language_rules:
     pattern:
       file_pattern: "static/locales/*.json"
       check: "valid_json"
+
+  - id: "LANG-011"
+    name: "Use $t() not I18n.t() in HTML templates"
+    severity: "error"
+    description: |
+      In HTML templates, never use I18n.t() directly. It evaluates once
+      and does NOT re-evaluate when translations finish loading async.
+
+      WRONG (non-reactive, shows raw key then updates):
+        <span x-text="I18n.t('module.key')"></span>
+
+      RIGHT (reactive, updates when translations load):
+        <span x-text="$t('module.key')"></span>
+
+      BEST (server-side, zero flash):
+        <span>{{ _('module.key') }}</span>
+
+      Note: I18n.t() is fine in .js files where it's called inside
+      async callbacks after I18n.init() has completed.
+    pattern:
+      file_pattern: "**/*.html"
+      anti_patterns:
+        - "I18n.t("
diff --git a/app/modules/loyalty/routes/pages/admin.py b/app/modules/loyalty/routes/pages/admin.py
index 1d556457..9d28f840 100644
--- a/app/modules/loyalty/routes/pages/admin.py
+++ b/app/modules/loyalty/routes/pages/admin.py
@@ -13,6 +13,7 @@ from fastapi.responses import HTMLResponse
 from sqlalchemy.orm import Session
 
 from app.api.deps import get_db, require_menu_access
+from app.modules.core.utils.page_context import get_admin_context
 from app.modules.enums import FrontendType
 from app.modules.tenancy.models import User
 from app.templates_config import templates
@@ -43,10 +44,7 @@ async def admin_loyalty_programs(
     """
     return templates.TemplateResponse(
         "loyalty/admin/programs.html",
-        {
-            "request": request,
-            "user": current_user,
-        },
+        get_admin_context(request, db, current_user),
     )
 
 
@@ -62,10 +60,7 @@ async def admin_loyalty_analytics(
     """
     return templates.TemplateResponse(
         "loyalty/admin/analytics.html",
-        {
-            "request": request,
-            "user": current_user,
-        },
+        get_admin_context(request, db, current_user),
     )
 
 
@@ -91,11 +86,7 @@ async def admin_loyalty_merchant_detail(
     """
     return templates.TemplateResponse(
         "loyalty/admin/merchant-detail.html",
-        {
-            "request": request,
-            "user": current_user,
-            "merchant_id": merchant_id,
-        },
+        get_admin_context(request, db, current_user, merchant_id=merchant_id),
     )
 
 
@@ -116,11 +107,7 @@ async def admin_loyalty_program_edit(
     """
     return templates.TemplateResponse(
         "loyalty/admin/program-edit.html",
-        {
-            "request": request,
-            "user": current_user,
-            "merchant_id": merchant_id,
-        },
+        get_admin_context(request, db, current_user, merchant_id=merchant_id),
     )
 
 
@@ -141,9 +128,5 @@ async def admin_loyalty_merchant_settings(
     """
     return templates.TemplateResponse(
         "loyalty/admin/merchant-settings.html",
-        {
-            "request": request,
-            "user": current_user,
-            "merchant_id": merchant_id,
-        },
+        get_admin_context(request, db, current_user, merchant_id=merchant_id),
     )
diff --git a/app/modules/loyalty/routes/pages/store.py b/app/modules/loyalty/routes/pages/store.py
index 62a3f0f1..0010e7b2 100644
--- a/app/modules/loyalty/routes/pages/store.py
+++ b/app/modules/loyalty/routes/pages/store.py
@@ -24,10 +24,8 @@ from app.api.deps import (
     get_db,
     get_resolved_store_code,
 )
-from app.modules.core.services.platform_settings_service import (
-    platform_settings_service,
-)
-from app.modules.tenancy.models import Store, User
+from app.modules.core.utils.page_context import get_store_context
+from app.modules.tenancy.models import User
 from app.templates_config import templates
 
 logger = logging.getLogger(__name__)
@@ -42,49 +40,6 @@ ROUTE_CONFIG = {
 }
 
 
-# ============================================================================
-# HELPER: Build Store Context
-# ============================================================================
-
-
-def get_store_context(
-    request: Request,
-    db: Session,
-    current_user: User,
-    store_code: str,
-    **extra_context,
-) -> dict:
-    """Build template context for store loyalty pages."""
-    # Load store from database
-    store = db.query(Store).filter(Store.subdomain == store_code).first()
-
-    # Get platform defaults
-    platform_config = platform_settings_service.get_storefront_config(db)
-
-    # Resolve with store override
-    storefront_locale = platform_config["locale"]
-    storefront_currency = platform_config["currency"]
-
-    if store and store.storefront_locale:
-        storefront_locale = store.storefront_locale
-
-    context = {
-        "request": request,
-        "user": current_user,
-        "store": store,
-        "store_code": store_code,
-        "storefront_locale": storefront_locale,
-        "storefront_currency": storefront_currency,
-        "dashboard_language": store.dashboard_language if store else "en",
-    }
-
-    # Add any extra context
-    if extra_context:
-        context.update(extra_context)
-
-    return context
-
-
 # ============================================================================
 # LOYALTY ROOT (Redirect to Terminal)
 # ============================================================================
diff --git a/app/modules/loyalty/routes/pages/storefront.py b/app/modules/loyalty/routes/pages/storefront.py
index 5d628e0b..2327c672 100644
--- a/app/modules/loyalty/routes/pages/storefront.py
+++ b/app/modules/loyalty/routes/pages/storefront.py
@@ -17,6 +17,7 @@ from sqlalchemy.orm import Session
 from app.api.deps import get_current_customer_from_cookie_or_header, get_db
 from app.modules.core.utils.page_context import get_storefront_context
 from app.modules.customers.models import Customer
+from app.modules.loyalty.services import program_service
 from app.templates_config import templates
 
 logger = logging.getLogger(__name__)
@@ -114,7 +115,10 @@ async def loyalty_self_enrollment(
         },
     )
 
-    context = get_storefront_context(request, db=db)
+    store = request.state.store
+    program = program_service.get_active_program_by_store(db, store.id) if store else None
+
+    context = get_storefront_context(request, db=db, program=program)
     return templates.TemplateResponse(
         "loyalty/storefront/enroll.html",
         context,
diff --git a/app/modules/loyalty/templates/loyalty/storefront/enroll.html b/app/modules/loyalty/templates/loyalty/storefront/enroll.html
index a62179a5..2673239b 100644
--- a/app/modules/loyalty/templates/loyalty/storefront/enroll.html
+++ b/app/modules/loyalty/templates/loyalty/storefront/enroll.html
@@ -16,7 +16,7 @@
             <img src="{{ store.logo_url }}" alt="{{ store.name }}" class="h-16 w-auto mx-auto mb-4">
             {% endif %}
             <h1 class="text-3xl font-bold text-gray-900 dark:text-white">{{ _('loyalty.enrollment.title') }}</h1>
-            <p class="mt-2 text-gray-600 dark:text-gray-400" x-text="I18n.t('loyalty.enrollment.subtitle', {points: program?.points_per_euro || 1})"></p>
+            <p class="mt-2 text-gray-600 dark:text-gray-400">{{ _('loyalty.enrollment.subtitle', points=program.points_per_euro if program else 1) }}</p>
         </div>
 
         <!-- Loading -->
@@ -38,7 +38,7 @@
                  class="p-4 text-center text-white"
                  :style="'background-color: ' + (program?.card_color || 'var(--color-primary)')">
                 <span x-html="$icon('gift', 'w-6 h-6 inline mr-2')"></span>
-                <span class="font-semibold" x-text="I18n.t('loyalty.enrollment.welcome_bonus', {points: program?.welcome_bonus_points})"></span>
+                <span class="font-semibold">{{ _('loyalty.enrollment.welcome_bonus', points=program.welcome_bonus_points if program else 0) }}</span>
             </div>
 
             <form @submit.prevent="submitEnrollment" class="p-6 space-y-4">
@@ -119,7 +119,7 @@
                         class="w-full py-3 px-4 text-white font-semibold rounded-lg transition-colors disabled:opacity-50"
                         :style="'background-color: ' + (program?.card_color || 'var(--color-primary)')">
                     <span x-show="enrolling" x-html="$icon('spinner', 'w-5 h-5 inline animate-spin mr-2')"></span>
-                    <span x-text="enrolling ? I18n.t('loyalty.enrollment.form.joining') : I18n.t('loyalty.enrollment.form.join_button', {points: program?.welcome_bonus_points || 0})"></span>
+                    <span x-text="enrolling ? '{{ _('loyalty.enrollment.form.joining') }}' : '{{ _('loyalty.enrollment.form.join_button', points=program.welcome_bonus_points if program else 0) }}'"></span>
                 </button>
             </form>
 
diff --git a/app/templates/store/base.html b/app/templates/store/base.html
index 08058b35..39157bbd 100644
--- a/app/templates/store/base.html
+++ b/app/templates/store/base.html
@@ -84,7 +84,7 @@
         // Wrapped in DOMContentLoaded so deferred i18n.js has loaded
         document.addEventListener('DOMContentLoaded', async function() {
             const modules = {% block i18n_modules %}[]{% endblock %};
-            await I18n.init('{{ dashboard_language | default("en") }}', modules);
+            await I18n.init('{{ current_language | default("en") }}', modules);
         });
     </script>
 
diff --git a/scripts/validate/validate_architecture.py b/scripts/validate/validate_architecture.py
index 7cbf44b7..ca838de1 100755
--- a/scripts/validate/validate_architecture.py
+++ b/scripts/validate/validate_architecture.py
@@ -3758,6 +3758,19 @@ class ArchitectureValidator:
                             context=line.strip()[:80],
                             suggestion="Use single quotes: x-data='func({{ data|tojson }})'",
                         )
+
+                    # LANG-011: I18n.t() in templates (should use $t() or server-side _())
+                    if "I18n.t(" in line:
+                        self._add_violation(
+                            rule_id="LANG-011",
+                            rule_name="Use $t() not I18n.t() in HTML templates",
+                            severity=Severity.ERROR,
+                            file_path=file_path,
+                            line_number=i,
+                            message="I18n.t() is non-reactive in templates. Use $t() (reactive) or _() (server-side)",
+                            context=line.strip()[:80],
+                            suggestion="Replace I18n.t('key') with $t('key') or {{ _('key') }}",
+                        )
             except Exception:
                 pass  # Skip files that can't be read