Marketers add local touch to classic Disney magic
Print Edition
AS Disney prepares to open its newest destination in Shanghai, the US entertainment giant is poised for a major breakthrough in the Chinese market. But beyond the brand’s most iconic properties, which many Chinese know and love, few are familiar with what Disney truly represents. Among those working to introduce Disney in its entirety to local visitors are Eddie Chien and Wayne Huang.
Chien, director of consumer insights for the Shanghai Disney Resort, is responsible for collecting consumer data that can inform marketing decision-making. Meanwhile, Huang, the Director of Marketing at the resort, focuses on promoting Disney culture to Chinese consumers, a job that includes creating content for social media, television and other channels.
“Our research showed that although the Disney brand is well-known in China, most Chinese people only know characters like Mickey Mouse and Donald Duck,” said Chien. “So we hope that through our work, we could introduce more of Disney’s characters and stories to Chinese consumers.”
Fortunately for the company’s marketers though, Chien and his team have also found that expectations for the new resort are running high among would-be Chinese visitors. Many believe it will provide a one-of-a-kind theme park experience.
One slogan used to promote the park is “Authentically Disney, Distinctively Chinese.” This catchphrase is based on extensive market research, and is meant to reflect the desire of many Chinese for an experience that both resonates with their culture and also captures the essence of Disney’s trademark magic.
To name one instance of where this concept is brought to life, the park will feature an interactive area where Donald Duck will practice tai chi with a Chinese master. Visitors can play along to develop their balance and flexibility.
“Donald Duck’s moves will be entertaining,” said Chien. “And I bet people will like it, as it is a cultural combination of China and Disney.”
A “Vintage Shanghai” theme was also used to develop some of the resort’s buildings and merchandise. Meanwhile, throughout the resort, visitors will find many examples of Disney elements mixed with classic Chinese motifs.
But beyond the references to Chinese culture, both Chien and Huang see Disney’s many compelling characters and properties as key to connecting with local people.
In a recent promotional video, people of all ages are shown having fun with Captain Jack Sparrow and his pirate ship, Dumbo the Flying Elephant, Cinderella’s iconic blue ball gown and the TRON Lightcycle attraction built in Tomorrowland. The promo ends with a Chinese translation of the slogan “Ignite the magical dream with your heart” shown above the Enchanted Storybook Castle .
This slogan was one of the first Huang worked on when he joined Disney. He cites research done by Chien as a major source of inspiration.
“At other Disney resorts, the marketing slogan is often about dreams coming true,” said Huang. “But we found that the definition of ‘dream’ is somewhat different in China.”
According to Huang, the term “magical dream” is meant to conjure an association with innocence, imagination, curiosity and other youthful qualities that are forgotten or concealed when people grow up. By coming to the resort, guests can reconnect with these lost qualities.
Both Chien and Huang have extensive experience in marketing. Still, like many other Chinese professionals who came aboard the Disney project in Shanghai, they learned much and faced many new challenges while working with the company.
“I think the biggest challenge for us was to give consumers an experience where they could not only enjoy the attractions, have great food and buy souvenirs, but also learn something at the resort,” said Huang.
Fortunately, the company’s collaborative culture helped them overcome such obstacles.
“To open up the Shanghai resort, people from all over the world came to Shanghai to help us. Here in our Shanghai team, everyone is eager to help each other without reservation,” explained Chien. “In my previous workplace, people didn’t always work that way and often looked after their own interests.”
Chein, Huang and their colleagues are now eagerly awaiting the park’s June opening date. For them, the biggest reward for all their hard work will be seeing the smiling faces of the first visitors.
“I would be very proud to go into the resort with my family, and tell them that I’m part of this,” said Huang.
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