Mickey's New Identity: How Disney's Theme Parks Successfully Arrived in China

Abstract

This paper examines the integration of the Disney brand into China in the form of theme parks to argue that a largescale entertainment company can successfully function in a country with high censorship and government control. Disney’s partnership with China demonstrates the need to balance global and local values in order to both preserve the brand’s identity and appeal to the customs of the Chinese people and government. An analysis of both the Hong Kong and Shanghai Disneyland parks as well as recent conflict regarding film content argues that while expansion into China may not be in the best interest of every global company, Disney successfully adhered to the strict demands of the Chinese government while maintaining the brand’s image. This research paper concentrates on the business model that Disney used with China and should not be read as implied support for the repressive actions of the Chinese government.