Mickey's New Identity: How Disney's Theme Parks Successfully Arrived in China
Date
2021
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Publisher
Keyhole Press
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.
Description
Recommended Citation: Reeber, Olivia. “Mickey's New Identity: How Disney's Theme Parks Successfully Arrived in China.” Royal Road, 2021. https://doi.org/10.48497/TTYB-A798.
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Keywords
Disney, China, Glocalization, Disneyland Parks
Citation
Reeber, Olivia. “Mickey's New Identity: How Disney's Theme Parks Successfully Arrived in China.” Royal Road, 2021. https://doi.org/10.48497/TTYB-A798.