Wednesday, January 23, 2008

Main Street, Hong Kong.

This Wall Street Journal article highlights Disney's effort to make the connection with the locals at Hong Kong Disneyland, especially the Chinese from the Mainland.


Disney's efforts to give its Hong Kong park a more Chinese character reflect a broader effort by the company to understand the China market. Last summer, executives conducted research in the homes of Chinese consumers, who were asked about their knowledge of the Disney brand and their lifestyle habits as busy families.

"In other parts of the world like the U.S. and Europe, there is a longer heritage for the brand," says Lance Diaresco, Disney vice president of marketing for China. "There ... parents introduce their favorite stories to the kids. But in China ... the kids and families are discovering Disney stories together."


But how did they managed to avoid similar problems with Tokyo Disneyland? I don't recall that theme park having this kind of problems, at least, not of the same magnitude. Are the Japanese more familiar with the Disney brand when Tokyo Disneyland opened?

Zz.

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