Can you make multiple builds which uses different assets?

I want to make two separate builds, one in english and one in chinese, but I don't want to maintain two seperate projects. The reson is that it uses a lot of textures and sprites that are unique for the different languages, as well as some other unique content, but most of the functionallity is the same. So rather then having one app being almost twice as large I rather have two separate small ones, one for each market. But I don't want to have two separate unity project, because then I will have to fix bugs and add features in two places and that's gonna add a lot of extra work.

So I would like to just be able to set a language variable in the code somewhere and then when clicking on Build save it as a separate build file and then the compiler should only include the assets needed for that language in the build.

Is this possible, and if so, how do I actually do it?