Advertisement

Rising in the East: Disney Rehearses Chinese Consumers at a Glocalized Shanghai Disneyland

  • Laura MacDonaldEmail author
Chapter

Abstract

In the years of planning and constructing Shanghai Disneyland (SDL), Disney executives practiced glocalization, repeating the mantra “authentically Disney and distinctly Chinese.” In this chapter Laura MacDonald examines how this mantra manifests in the musical stage performances found in the SDL theme park. In The Lion King and in the park’s other live shows, Chinese culture such as the Monkey King and acrobats have been incorporated, while other aspects of the entertainment experience remain American. MacDonald considers localizations in the park’s live performances, casting, and marketing and evaluates the strategy behind the cross-cultural collaboration that Broadway musical theatre represents at SDL. Chinese consumers are themselves products of glocalization—the process of creating products and services for a global market that are simultaneously global and local. SDL facilitates that very process of grooming consumers for the global marketplace, developing the Chinese appetite for the broad menu of Disney brands, while reinforcing the distinctions and pleasures of local Chinese culture.

Keywords

Disneyland China Glocalization Musical theatre The Lion King 

Notes

Acknowledgments

Funding support for some of the research in this essay was provided by the Arts and Humanities Research Council International Placement Scheme at the Shanghai Theatre Academy, and by the University of Portsmouth.

Bibliography

  1. Burston, Jonathan. 1998. Theatre Space as Virtual Place: Audio Technology, the Reconfigured Singing Body, and the Megamusical. Popular Music 17 (2): 205–218.  https://doi.org/10.1017/S026114300000060X.CrossRefGoogle Scholar
  2. Fung, Anthony, and Micky Lee. 2009. Localizing a Global Amusement Park: Hong Kong Disneyland. Continuum 23 (2): 197–208.  https://doi.org/10.1080/10304310802711973.CrossRefGoogle Scholar
  3. Levine, Arthur. 2016. Bob Iger: Shanghai Disney Isn’t Just Disneyland in China, June 24. https://www.usatoday.com/story/travel/experience/america/2016/06/23/bob-iger-interview-shanghai-disney-resort-opening/86253624/.
  4. Loi, Kim Ieng, and Philip L. Pearce. 2015. Exploring Perceived Tensions Arising from Tourist Behaviors in a Chinese Context. Journal of Travel & Tourism Marketing 32 (1–2): 65–79.  https://doi.org/10.1080/10548408.2014.986013.CrossRefGoogle Scholar
  5. Matusitz, Jonathan. 2010. Disneyland Paris: A Case Analysis Demonstrating How Glocalization Works. Journal of Strategic Marketing 18 (3): 223–237.  https://doi.org/10.1080/09652540903537014.CrossRefGoogle Scholar
  6. “New BEAUTY AND THE BEAST Musical Counts Down to Its Debut at Shanghai Disney Resort—Releases—Shanghaidisneyresort”. May 23, 2018. https://news.shanghaidisneyresort.com.cn/index.php?m=content&c=index&a=show&catid=8&id=663.
  7. Orendain, Tami. 2016. Here Are the Things That Make Shanghai Disney Resort the Most Unique One Yet. DisneyExaminer, June 17. http://disneyexaminer.com/2016/06/17/here-are-the-things-that-make-shanghai-disney-resort-the-most-unique-one-yet-d23-disney-twenty-three-newsletter-magazine-publication/.
  8. Raz, Aviad E. 1999. The Hybridization of Organizational Culture in Tokyo Disneyland. Studies in Cultures, Organizations and Societies 5 (2): 235–264.  https://doi.org/10.1080/10245289908523528.CrossRefGoogle Scholar
  9. Schumacher, Thomas, and Jeff Kurtti. 2007. How Does the Show Go On: An Introduction to the Theater. First edition. New York: Disney Editions.Google Scholar
  10. Wu, Hung-Che, Meng-Yu Li, and Tao Li. 2018. A Study of Experiential Quality, Experiential Value, Experiential Satisfaction, Theme Park Image, and Revisit Intention. Journal of Hospitality & Tourism Research 42 (1): 26–73.  https://doi.org/10.1177/1096348014563396.CrossRefGoogle Scholar
  11. Yoon, Eunice. 2016. Bob Iger Tells Us about Disney’s $5.5 Billion Bet on China, June 9. https://www.cnbc.com/2016/06/09/bob-iger-tells-us-about-disneys-55-billion-bet-on-china.html.

Copyright information

© The Author(s) 2019

Authors and Affiliations

  1. 1.Michigan State UniversityEast LansingUSA

Personalised recommendations