Case Study 2 : Glocalisation of Hong Kong Disneyland
Through the dynamics of incorporation and adaptation of the global Disney culture with the Hong Kong culture, Hong Kong Disneyland was relatively successful in entering the Chinese market. Opened in 2005, Hong Kong Disneyland was the first Disney theme park in China, vast majority of the Hong Kong citizens have welcomed this development with open arms despite the rebukes about its small land size and long waiting hours for park rides and attractions. One of the reasons behind the success of Hong Kong Disneyland can be explained by the strong Western influences during its long colonial history under the British governance. As the average Hong Kong citizens has always been an active consumer …show more content…
Yet, Hong Kong Disneyland would not have been as successful without incorporating the Chinese culture and traditions into the Disney setting to accommodate the regional visitors. Employees at the theme park speak English, Cantonese and also Mandarin; brochures and maps are printed in both traditional and simplified characters to accommodate mainland Chinese visitors (Fowler & Marr 2006). To demonstrate Disney’s willingness to adapt to the Chinese culture, Hong Kong Disneyland developed its own version of the show “It’s a Small World” with characters dressed in a traditional Chinese opera costume as well as adding in scenes that feature the city’s iconic landmarks such as Victoria Harbour and the Peak. Furthermore, Hong Kong Disneyland blended in the local myths of feng shui into the global Disney setting, including the removal of the number four in all elevators at the park (Holson 2005). On the other hand, Hong Kong Disneyland has adapted to the Chinese culture through accommodating the Asian taste buds and the local eating habits by introducing traditional Chinese dishes such as roast sucking pig, sliced abalone and dim sums (Choi 2006). Hence, the goal of Disney is clear: to demonstrate cultural sensibilities through blending …show more content…
Following the opening of the theme park, it resulted in the rise of the Disney craze in the city where Disney merchandising such as character-theme candies, clothing, jewellery, and even grooming products were sold in numerous local chain stores (Choi 2006). Furthermore, shopping mall decorations and major local festival celebrations such as mid-Autumn Festival and Chinese New Year incorporated Disney icons as a marketing strategy. In particular, Hong Kong Disneyland is often packed with local and mainland visitors during Halloween, Christmas, the Lunar New Year and during ‘Golden Week’ in which the park has generated revenues of HK$5,114 million in 2015 (Disney 2016). Due to the success brought forth by glocalisation at Hong Kong Disneyland, it has led to the opening up of Shanghai Disneyland Resort in June 2016, allowing the Disney Company to further expand its consumer market in the Asian market, and ultimately adding weights to its cultural power. Nevertheless Hong Kong Disney demonstrates how theme parks can be a localised entertainment space that connote cultural attachments and also create a platform for commercial marketing that ultimately combine to benefit the region in which they are
Through the dynamics of incorporation and adaptation of the global Disney culture with the Hong Kong culture, Hong Kong Disneyland was relatively successful in entering the Chinese market. Opened in 2005, Hong Kong Disneyland was the first Disney theme park in China, vast majority of the Hong Kong citizens have welcomed this development with open arms despite the rebukes about its small land size and long waiting hours for park rides and attractions. One of the reasons behind the success of Hong Kong Disneyland can be explained by the strong Western influences during its long colonial history under the British governance. As the average Hong Kong citizens has always been an active consumer …show more content…
Yet, Hong Kong Disneyland would not have been as successful without incorporating the Chinese culture and traditions into the Disney setting to accommodate the regional visitors. Employees at the theme park speak English, Cantonese and also Mandarin; brochures and maps are printed in both traditional and simplified characters to accommodate mainland Chinese visitors (Fowler & Marr 2006). To demonstrate Disney’s willingness to adapt to the Chinese culture, Hong Kong Disneyland developed its own version of the show “It’s a Small World” with characters dressed in a traditional Chinese opera costume as well as adding in scenes that feature the city’s iconic landmarks such as Victoria Harbour and the Peak. Furthermore, Hong Kong Disneyland blended in the local myths of feng shui into the global Disney setting, including the removal of the number four in all elevators at the park (Holson 2005). On the other hand, Hong Kong Disneyland has adapted to the Chinese culture through accommodating the Asian taste buds and the local eating habits by introducing traditional Chinese dishes such as roast sucking pig, sliced abalone and dim sums (Choi 2006). Hence, the goal of Disney is clear: to demonstrate cultural sensibilities through blending …show more content…
Following the opening of the theme park, it resulted in the rise of the Disney craze in the city where Disney merchandising such as character-theme candies, clothing, jewellery, and even grooming products were sold in numerous local chain stores (Choi 2006). Furthermore, shopping mall decorations and major local festival celebrations such as mid-Autumn Festival and Chinese New Year incorporated Disney icons as a marketing strategy. In particular, Hong Kong Disneyland is often packed with local and mainland visitors during Halloween, Christmas, the Lunar New Year and during ‘Golden Week’ in which the park has generated revenues of HK$5,114 million in 2015 (Disney 2016). Due to the success brought forth by glocalisation at Hong Kong Disneyland, it has led to the opening up of Shanghai Disneyland Resort in June 2016, allowing the Disney Company to further expand its consumer market in the Asian market, and ultimately adding weights to its cultural power. Nevertheless Hong Kong Disney demonstrates how theme parks can be a localised entertainment space that connote cultural attachments and also create a platform for commercial marketing that ultimately combine to benefit the region in which they are