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DISNEY RESORT

AUTHENTICALLY DISNEY, DISTINCTLY CHINESE

A COMPLETE GUIDE

PRESENTED BY

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SHANGHAI DISNEY RESORT AUTHENTICALLY DISNEY, DISTINCTLY CHINESE

OVERVIEW

The Company, in cooperation with the Shendi Group, created the Shanghai Disney Resort, which opened in June 2016. For Disney, it is their sixth destination globally and their 12th major theme park. Some 140 million people visit the Disney parks annually.

When Shanghai was introduced to the world, Disney CEO made it clear that the new park would be unlike any other made before. Specifically, the decree was that the Shanghai Disney Resort should be “Authentically Disney, Distinctly Chinese”.

Decades since Disneyland opened over 60 years ago, the folks at Disney have learned a few lessons. The Japanese totally embraced the first international park when it opened. But when Disney opened in a former sugar beet field outside Paris in 1992, the company was roundly criticized for being culturally insensitive to its European guests. Disneyland opened modestly, and has struggled to compete with a local competitor, even with newer additions.

And now Disney is in Shanghai. This is not just about a in . It’s about China’s Magic Kingdom. It must be something the Chines people embrace and make their own. Certainly there is the potential market to make that happen. Some 330 million of China’s 1.3 billion people live within a three-hour drive or train ride from Shanghai, an enormous metropolis of 24 million. This should give the resort a leg up on being successful. But that success will only be sustained if people enjoy the experience so much, that they return again and again to visit, and they promote visiting the park to others around them. To work from the view “build it and they will come” is a poor approach to what is a 5.5 billion dollar investment, Disney’s most expensive theme park destination to date. Disney SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 3

must win the hearts of its guests—guests who for the most part have never entered a Disney park before.

But just how? What is the approach one makes to create something “Authentically Disney, Distinctly Chinese.” Disney CEO Bob Iger framed it this way: “It’s an honor to be invited into China,” he adds. “When you’re invited to somebody’s home, you show respect. And that’s why the ‘distinctly Chinese’ aspects of the Shanghai Disney Resort are so important. Not only do we create relevance, we also show respect.”

This treatise is not about how to tour the property. It’s not about which attractions to ride, or where is the best place to find a meal. Rather, this is about how Disney set out to make the experience that was “authentically Disney, distinctly Chinese.” In particular, we will examine issues such as:

Accommodations: How did Disney approach the park experience in terms of China’s culture, heritage and symbols?

Chinese Preferences: How did Disney accommodate the preferences Chinese have in terms of entertainment, , culinary, and even language and communication?

Authentically Disney: How did Disney bring their own heritage and experience to the table?

Cultural Demeanor: Each culture brings both positive and negative behaviors. How does Disney build on the positive, and eliminate the negative?

Capacity: How does Disney accommodate the massive number of people who could potentially visit the park?

Balance: How does Disney weigh those decisions between what should be Authentically Disney, and what should be Distinctly Chinese?

You’ll see that Disney has done much more than incorporate some principles— which they did as well. Rather, we’ll look at the entire resort, to include hotels, , and the various lands that make up the Shanghai . Our hope is that not only will you see the how the thread of “Authentically Disney, Distinctly Chinese” is woven throughout the guest experience, but how the lessons of this park can offer insights to any who are trying to bring their products and services to new destinations and cultures. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 4

DISNEY RESORT AREA

Let’s begin in the Disney Resort Area, with the parks, hotels, and facilities outside of itself.

Long before you arrive at the gates to the Shanghai Disney theme park, you see instances of Disney merging its brand with . A great place to start is the Shanghai . This is Disney’s high-end 420-room hotel and convention space, and it’s spared no expense to celebrate not just Disney, but the heritage of China. At the center of the hotel’s atrium are statues of Mickey and the gang as part of an orchestra. But their representations, and all that is around them, are set in an Art Nouveau tone. That art deco was predominant in the 1920s throughout Shanghai. It returns to Disney in a style appropriate to this very grand hotel. It’s reflected on its walls, in its pillars, in its chandelier lamps, in the carpet and floors, throughout the railings. Note the centerpiece fountain just outside. It features a large glass peony —a traditional symbol of China.

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The Shanghai Disney Resort actually has two hotels. The 800-room Hotel may be a more affordable fare for guests staying the night, but it too has Chinese symbolism attached to it. Best seen from the air, but also seen on the hotel directory, one will see that the hotel is in the shape of the infinity symbol, which also resembles the number 8. The pronunciation of “8” in Mandarin is “bā”, which sounds close to “fā”. One of the Chinese characters that is pronounced as “fā” is “”. This character has lots of meanings itself. But Chinese people give it the specific meaning of “get rich, make a fortune

financially” when they relate “(fā)” to “8”. That same design sensibility is found on the inside of the hotel. Step in the lobby of the and you’ll see kites in the shapes of Disney characters. Kites were invented in China centuries ago and are revered by the people. It’s a simple example of how Disney has put its own twist on symbols and objects that are beloved to the people of China.

Of course, rooms in these hotels are functional to Chinese needs. Tea kettles are found in the rooms. Additional beds can be pulled out to accommodate children at Shanghai Disneyland. Of course, that same bed shows Mickey in a slumber. And the main headboards in this room light up with pixie dust.

There are clearly plenty of Disney touches to be found. But it’s done in the context of providing Chinese visitors an accommodating stay.

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WISHING LAKE & PARK ENTRANCE

Guests point to Mickey Avenue, the first land inside Shanghai Disneyland, as evidence that it’s really about all things Disney. In truth, what most comes across first when arriving at Shanghai Disneyland is Wishing Star Park. It was in the original agreement that a public park would be part of anyone’s experience, whether they intended to pay for a ticket to go inside or not. Wishing Star Park is approximately 500,000 square meters. That means the overall area (lake and park) is equal to approximately 70 football (“American soccer”) fields. Wishing Star Lake is approximately 390,000 square meters and the park area itself is approximately 110,000 square meters. The walking path at the lake is 2.5 kilometers.

The pathways, bridges, benches, gazebos, and play areas all feature a design sensibility of that same Art Nouveau style found in the Shanghai . But in this instance, it is a modern interpretation with organic and dynamic forms and curving designs. In Magazine, John Sorenson, landscape architect for , noted, “I wanted to create a place that feels different from what Shanghai is accustomed to seeing; however, we didn’t want to do something that was too to this landscape. That’s what we were after.”

Indeed, it would be to say that not only is Wishing Star Lake a park, but that Shanghai Disneyland is as much a park as it is about . There are nearly 2.4 million shrubs and ground cover plants, and more than 12,000 trees (including 200 different varieties). Landscapers not only feel that it enhances the storytelling, but helps Disney live up to its edict of being “Authentically Disney, Distinctly Chinese”.

Whereas the Western market usually is about individual motorized transportation, here in China, it’s about trains and buses. A brand new train station greets guests arriving from all points throughout Shanghai. An effort was made to make sure the trains not only operated seven days a SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 7

week, but were available from early morning until late night—not just for guests, but for many of the Cast Members who must arrive earlier or stay later. More than 8,000 riders traveled to the station by 5:00 pm on the station’s first day of business, and it is considered to be one of the busiest on the network. The design of the station is contemporary, but two 10-foot-tall Mickey and Minnie sculptures, along with elements of traditional Chinese paper cutting, are incorporated into the 430,000 square foot facility—about four to five times the size of an ordinary station.

Express buses bring in guests directly from major bus terminals and from the International Airport. Also, many arrive from regional points via tour buses. Buses are given first priority over car parking areas.

It is just a short 3-minute walk to the main entrance, with a halfway in between—ideal for morning commuters. Referred to as “Coffee Theater”, CEO Howard Schultz told analysts at the time of its opening that the flagship store was designed with the expectation that it would be one of the busiest stores globally, perhaps the highest grossing in the world, capable of handling thousands of customers daily. The Chinese love Starbucks because it is, as one native put it: “Authentically Starbucks, Distinctly Chinese”. On its official website, it mentions “respecting the Chinese culture” in its efforts to design its stores, drinks and menus.

Tech-savvy Chinese consumers won’t have to wait too long, as you can place your order from your mobile phone in advance of your arrival. They can pay with the Chinese e-wallet (Wechat e-wallet or Alipay are the two major ones) from their mobile device. This is Starbucks’ first time doing electronic ordering in its Chinese market. Ordering electronically not only saves time, but also allows staff to have more eye contact with their guests (instead of guests simply staring off at the menu).

Baristas here—some 110 were brought in from 46 cities across China to work here—were not just trained in being a barista. They were specifically trained by working at Starbucks locations at both the Disneyland and Resorts. Indeed, hundreds of Cast Members—Disney employees are so named because they are part of a show—were brought to the to become familiar with the operation of running a Disney theme park. By opening day, some 10,000 Cast Members wore nametags with graphics in Chinese, welcoming guests to the park. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 8

With an espresso in hand, most guests finally make their way to the entrance of Shanghai Disneyland. Greeting them will be a major fountain with a friendly Steamboat Willie. This is purposeful. It hearkens to Mickey’s origins and sets the stage for what lies ahead. It also gets people in the mood to go through what is one of the more stressful activities during their stay—entering the park. That may include any number of transactions, such as purchasing tickets, handling locker needs, and dealing with wheelchairs or strollers. But the one activity everyone must encounter is going through security. Disney chose a third party to do this, a group that doesn’t seem to understand the “winning compliance” approach utilized in other Disney parks. Perhaps a compromise between the partnership of Disney and the Shanghai Sendi Group was to provide an “enforcement” approach at security instead of the more friendly approach Disney usually prefers.

Part of that stern played-out demeanor so typically seen on any security team comes with the reality that at any given moment, there may be hundreds, if not thousands trying to enter the park. Disney has always been anticipatory about this. With other popular park openings, they simply opened its gates early, so that there was not so much anxiety at the turnstile. During their opening summer in Shanghai, they actually found themselves opening those gates up to 90 minutes ahead of time, allowing guests to re- gather on Mickey Avenue for a rope drop ceremony later on. But even with the earlier opening, crowds lined up deep across the entrance before proceedings were underway. What to do? The park kept opening up earlier and earlier, only to have the same massive crowds meeting them at the gate. It is one of the SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 9

challenges with handling a public space that involves tens of thousands of visitors. But it’s not the only challenge.

Still, utilizing a stern security force hasn’t kept Disney from still going down the road of utilizing a more “winning compliance” approach. They’ve introduced a program called, “Be a Star Guest!” Cartoon police characters from appear in banners outside the gates encouraging guests to not litter, not to smoke in undesignated areas, and the most publicized activity, not to take care of business anywhere other than the nearest toilet. When guests do the right thing, they are awarded “Be a Star Guest! badges. After all, people everywhere generally respond favorably when good behavior is not only encouraged, but is rewarded.

All that said, the entry experience can be a somewhat stressful one as Guests see that Disney means business when it comes to acting appropriately in the parks. But here’s the good news. Pass through the portals of the turnstiles and pure pours right onto the guest experience. Mickey once again greets you in a big way. His floral portrait provides a smile, even if you didn’t quite get that matched experience with security. And now we are on our way to a day of magic.

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MICKEY AVENUE

Mickey Avenue is definitely the Authentically—and Distinctly—Disney part of Shanghai Disneyland. And yet, it exists in no other park. Every other Magic Kingdom has had some form of , U.S.A., a Victorian style version of a turn-of-the-19th-Century America. Mickey Avenue has no problem being about all things Disney. But it didn’t want to be all things American. Therefore, the look of Victorian America, along with , which represents a more rustic time period in American History, is absent. So are lesser lands found in some of the parks such as Square or Liberty Square. All represent Americana. This park does not provide for that.

So what is Authentically Disney if all those elements are missing? Let’s start with the original Magic Kingdom, Disneyland. In 1953, Walt called artist Herb Ryman into his office and eagerly shared his plans to build a new park. Herb responded enthusiastically and then asked Walt to see drawings. Walt explained to Herb that his brother Roy was going to New York on Monday to get the bankers on board and that he needed Herb to draw a picture of the entire park, so that they could understand his concept. In explaining what this would look like, Walt said:

“, I just want it to look like nothing else in the world. And it should be surrounded by a train.”

For Walt, the heart of the park is not what is in the center, but rather what tied it all together—the .

If there is one thing very different about the park unlike any other, it is that there is no train circling the park. All other Magic Kingdoms have a train. At Disneyland, Walt Disney World, Disneyland Paris, and , they circle the park. At , laws governing that region of Japan require that it follow SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 11

transportation requirements if it were to have more than one stop. So the tracks were simply routed around Frontierland and , with only one stop.

There were several logistical problems surrounding the addition of a train in Shanghai. The train station is found at the entrance. But a track would have had to cut through DisneyTown, as well as circumnavigate what is an enormous park in size. Yet the real challenge may have been more of a cultural one. Are guests really going to fancy the nostalgia of a train when many, if not most, of them just stepped off of a major metro train system—one with a major train station in front of the park?

Additionally, the turn-of-the-century train was a step-off to a turn-of-the-century town, known as Main Street, U.S.A. In making the experience more “Authentically Chinese”, the first experience guests should not have is one rooted in an experience they’ve never known. But what experience should they have?

The train station at Mickey Avenue becomes the gateway to the experience. Mickey Avenue isn’t Toontown, because the experience isn’t locked down in just a few characters, Mickey and the gang. Yes, you see Goofy in Goofy About Toys, Minnie has a Sweetheart Confectionary, and Chip ‘n’ Dale has Tree House Treats. Donald has Il Paperino (Italian for ) and the park serves waffles in the silhouette of Donald himself. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 12

But the character referencing goes much, much further beyond traditional Toontown favorites. Head to the corner and Remy has a bakery. Visit Mickey & Pals Café and you’ll see that it’s more about the pals than it is about Mickey. Here, Lady & the Tramp have a section of the dining area dedicated to that look and feel. Adjacent, have their own section. In between, scores of characters are referenced. One section looks like The Brown Derby with portraits of Genie, Iago and Cogsworth. Crates around another section of the restaurant acknowledge Pecos Bill, Willie the Whale, and Hiawatha …characte rs that most guests visiting Disney parks in the U.S. don’t even know about. Mailboxes contain the names of Alice, Fifer Pig, and Winnie the Pooh. Why celebrate characters that are so obscure?

This is a little ironic. When Bob Iger accompanied to dedicate Hong Kong Disneyland, he noted that many of the characters new to the parade were not under the Disney umbrella, but were part of Toy Story and other characters. The Disney characters like Ariel and Belle were already 10 years old. He realized that the park needed to be filled with new relevant Disney characters.

So why is this park giving a nod to Disney characters that are decades old? Here’s the truth—many of these obscure Disney characters are more familiar to the Chinese than you might think. Enter Disney’s most unique offering—an English school.

In 2008, Disney has been hosting schools in Shanghai. Yes…Disney teaches English to Chinese children. The curriculum applies the ISA, or Immersive Storytelling Approach. The ISA is “based on Multiple Intelligences theory and entails using Experiential Learning in the class.” Teachers, called “Trainers”, use a variety of interactive activities, songs, and visual materials in the classroom. Where do you think that visual material comes from? It comes from a vault filled with thousands of Disney films and television programs. Since age 2, they’ve seen the likes of characters as far reaching as to Ludwig von Drake; from to Mater. By the time they reach Shanghai Disneyland, they are coming home to familiar characters and images. Mickey Avenue is a block party of old .

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Oh…and the train. It’s not forgotten. At the Whistle Stop shop, we see that there is a train—even circling the entire premises—of the shop, that is. References are replete of Disney’s heritage—Anaheim to Burbank, from Mineral King to Grizzly Gulch. A replica of The Lilly Belle, a steam engine built by Walt that ran on a track around his own backyard, is on display.

By the time you have left Mickey Avenue for other venues in the park, you may have had a more Distinctly Disney experience than you would have in many other Main Streets across the globe.

And that parade—yes there are new Disney characters and old Disney characters of every era. There are characters such as Mickey, , the Seven Dwarfs, , and the gang from Toy Story. And there are newer characters from and . The parade travels along the longest parade route in any Disney park and features approximately 150 performers and technicians. And what’s the theme that brings this parade together?

A Train.

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Leaving Mickey Avenue and crossing over to the Gardens of the Imagination, we find the Statue. This is a portrayal of Walt Disney and his most famous creation, , as if they were disembarking from…you guessed it…a train.

Many of the Magic Kingdom parks have the statue, which offers Walt and Mickey in a more formal pose. It usually sits on a pedestal above the guests. This statue is a contrast, in that it stands alongside of the guests parading by. It is as if Walt and Mickey are one, and among the guests, rather than above and set apart. Its depiction embodies the spirit of optimism and dreams. It becomes a perfect stepping off point to the next land, Gardens of the Imagination.

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GARDENS OF THE IMAGINATION

If Mickey Avenue is the most Authentically Disney experience, then Gardens of Imagination portrays what the Chinese would truly appreciate as garden space. Disney’s Magic Kingdom parks have always had a central hub, but Shanghai Disneyland’s hub is so large that it becomes its own themed land. This space is wide and expansive, allowing guests to gather together for shows, parades and nightly —especially needed for the massive crowds that the park could bring in. This is appropriate as park spaces are important public spaces to the Chinese. This is also important because large gatherings need space.

Not enough can be said about the innovation in the design of the original hub that centered Disneyland over 60 years ago. Walt understood the importance of “placemaking”, where a central spoke and wheel design would direct guests in every direction. It is a pattern that is now emulated in malls, public spaces, airports, and other major pedestrian centers.

The design of the gardens is no less intentional. While guests can cut straight through it moving from one side to another, those entering the park are really required to move either to the left or right rather than cut toward the castle. This is intentional, as the design intends to break crowd flow coming into the park, so that one section of the park is hopefully not overwhelmed by a majority of the guests.

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There are more than 100 species of shrubs and more than 60 species of trees adorning this land’s fifteen acres. Specifically, there are actually seven individual gardens within this land: Garden of the Twelve Friends, Melody Garden, Romance Garden, Woodland Garden, Garden of the Magic Feather, Fantasia Garden, and Storybook Castle Garden.

Two tried and true Disney Magic Kingdom attractions await guests in the last two gardens. Typically seen in , Dumbo the Flying Elephant and the both find a home here, and appropriately so, as they are more carnival style fanfare. With Dumbo, it feels like a carnival that has come to the park. With the Fantasia Carousel, we see a more pastoral look, appropriate to the park, rather than the medieval approach found in the other around the world.

A highlight of the park is the Garden of the Twelve Friends, a tribute of mosaics that follow along a path of peach trees. Here, characters represent every sign of the zodiac. Classic Disney characters such

as Pluto and Thumper represent the year of the Dog and respectively. Pixar characters Remy and Hamm represent the year of the Rat and the year of the Pig. There are newer characters like the dragon Mushu and SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 17

the horse Maximus for their respective zodiac signs. Even more obscure characters like Paul Bunyan’s Blue Ox and the rooster Allan-A-Dale represent their respective styles. Nearby shops on Mickey Avenue provide merchandise representing each of those twelve friends.

Often the central plaza area of the park serves as a key dining area. The Wandering Moon Teahouse honors the restless, creative spirit of China’s wandering poets. The building itself re-creates authentic Chinese architecture and reflects the beauty of China’s diverse landscapes, the mountains, oceans, deserts, forests and rivers.

So what’s on the menu? Chinese cuisine, of course. With some 16 million meals prepared each year, 70 percent of food found in the parks represents China’s 8 varied cuisines. Another 20 percent offers Asian faire, leaving 10 percent for Western selections. Astonishingly, there are some 150 local dishes on menu. But only here at the Teahouse can you find shumai or Shao Mai (a traditional Chinese dumpling) on the menu. Disney CEO Bob Iger insisted that the Teahouse be located adjacent to the castle, and toward the center of the park. Here it holds a very distinguished position in the park, comparable to that of the Crystal Palace in other Disney parks.

Bob Weis, who headed the entire Walt Disney Imagineering team, noted that the Wandering Moon Teahouse was one of his favorite projects: “We had an opportunity to do a restaurant, and we were going to add it in one of the lands. But I said, ‘I’d really like it to be in the middle of the garden area. Let’s do a teahouse. Let’s do a beautiful Chinese landmark in the shadow of the castle, so when you see it and you see the castle, there’s no question that we’re ‘authentically Disney, distinctly Chinese.’ It’s become I think, a beautiful symbol of our approach in many ways.”

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ENCHANTED STORYBOOK CASTLE

There is nothing more distinct about a Disney park than a fantasy castle. The castle is the centerpiece of any Magic Kingdom-style park, and is what makes the park authentically Disney. Yet in this case, it is also the crowning symbol of that which is distinctly Chinese. This is truly where the Middle Kingdom merges with the Magic Kingdom. More investment was made on this attraction than on any other in the park, and it is so tall, it can be seen from Shanghai’s Financial District on a clear day. But this castle is more than just a pretty face. Wherein at Disney parks elsewhere maybe only a portion can be explored, this one is filled to the top with magic for guests to seek out.

From the top to the bottom, symbols are found that meld into this grand symbol of magic. Flowers have a privileged position in Chinese culture. At the top is a golden finial in the shape of a Chinese peony flower. The peony is not officially the country’s national flower, but it is the country’s most significant flower. It symbolizes riches, prosperity, and honor. Elsewhere, one finds Chinese cloud patterns as well as lotus and magnolia flowers. What do the two tallest towers represent? They symbolize the relationship of China and Disney.

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There are jade-style columns and even a carving of the castle itself. There are also gargoyles on the castle, which stems from European architecture. Only this time, the Chinese zodiac becomes the inspiration for the gargoyles. The castle is enormous in size, larger than any other Disney castle previously built. Where castle walls have traditionally been more white or grey in their shading, this one has more of a brown stone shade. A fifty-foot representation was built in a sample yard prior to finishing the construction so as to test not just the textures, look and feel, but also the shades of colors to ensure that they would stand out. Smog is a big issue in Shanghai, and traditional shades would have caused the castle to nearly disappear on the smoggiest of days.

Visitors can see the castle from nearly every corner of the park as it draws them to the center to seek refuge. That refuge can be in the form of relief from hot and humid days during the summer months. One challenge for operations was that many were simply “camping out” in the corridor, squatting down wherever they could find a space on the floor. Operations sought to improve the condition by adding seating along the corridor. Not only were the guests taking advantage of the seating, but then they were also sitting down in front of the chairs, adding to more congestion. It’s a challenge Disney’s operations must confront continually—providing relief for the masses during hot, humid days when so many are in the park.

The Enchanted Storybook Castle celebrates not one princess, but all of them. Step through the main castle corridor on the main floor and you come to an intersection. Four mosaics showcase Disney princesses from Frozen, Tangled, The Princess and the Frog, and Brave. These are purposely chosen because they are newer princesses, and more familiar than others like Sleeping Beauty or .

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But the image here is not just of current princesses, but princesses up and coming. Here on the main floor, young girls are invited to become Disney princesses themselves in the Bibbidi Bobbidi Boutique. Fairy Godmothers-in- training provide the ultimate in princess makeovers to little ones sitting on royal thrones. With an array of dresses, crowns, scepters, and adornments on hand to chose from, you can be sure that guests visiting this location will have spent a fair share on their little princess.

Visiting Once Upon a Time Adventure, visitors proceeding up the stairway are introduced to all of the Disney princesses beginning with the most familiar and recent. Each princess is portrayed in relief-style form. Upon arriving at the top of the stairs, we are then treated to the story of & the Seven Dwarfs, the original princess in the Disney canon. Snow White happens to be the first and only princess the Chinese population was given a chance to see in film back in 1938 before World War II commenced. After that, it would be decades before Chinese audiences would see another . In truth, most Chinese girls are familiar with the tale of Snow White than they are of Mulan. Furthermore, perhaps Snow White with her fair look and dark hair appeals aesthetically SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 21

to the Chinese more than other Disney princesses. At any rate, Snow White is the subject of this walk-through experience, which is different than the Sleeping Beauty experiences at Disneyland & Disneyland Paris or the Cinderella experience at Tokyo Disneyland. In this instance, the experience is interactive and draws upon participation from visitors.

If Wandering Moon Teahouse is Shanghai Disney’s ultimate honor to Chinese cuisine, then Royal Banquet Hall is Shanghai Disney’s ultimate homage to a fairytale dining experience. Before ascending the stairs, you are greeted by Princess or another

Disney Princess. Once photos are taken, you enter one of five dining rooms inspired by Disney Princesses—Snow White, Cinderella, Aurora, , and a very special intimate room for group dining based on Mulan. There, Mickey and the gang, dressed in royal garb, move around to take photos with guests and to ensure that every meal ends happily ever after.

A stage is set and shows are held daily in front of the castle. Golden Fairytale Fanfare is a live, 17-minute daytime show right outside the castle featuring Snow White, and , Jasmine, Ariel, and . The show begins with trumpeters and dancers vested in red and gold costumes parading before the banners of the same hues, each with a symbol of the princesses featured in the show. Red means good luck in China, and gold or yellow colors are traditionally associated with royalty—appropriate to the castle. The singing switches between Mandarin and English. Traditional Chinese dance styles are interwoven with elements like paper birds, drums, and banners. Mickey ties it all together by appearing at the end. The show was directed by Chinese stage director and filmmaker, Chen Shi Zheng, and features an original song in Mandarin by Keith Chan and Peter Kam. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 22

The shows occur down in front of the castle. The gold peonies mentioned earlier are on top of the castle. And yet, we still haven’t gone above and below that. Disney’s Enchanted Storybook Castle holds a subterranean cavern that guests visit while embarking on the Voyage to the Crystal Grotto. Here, they find themselves on a boat following a dragonfly past Disney scenes represented by fountains—including a pagoda featuring Mulan. In China, some people associate the dragonfly with prosperity, harmony, and as a good luck charm. The scenes depict moments from Disney classics, all embodied in fountains of water. In ancient China, water was, and is, considered to be the source of all life.

Ultimately, your boat winds up entering the caverns underneath the castle. You are brought into a swirl of water, light and music. The dragonfly ultimately leads you to a special engraved message that translates from Chinese to mean: Since now the Magic Crystal has touched you, please bring its power to touch the whole world! In other words, now it’s your turn to share this happiness with others in the world. Share a positive energy in the lives of those around you.

From down below to way up high, “Ignite the Dream” provides a major fireworks display above the castle at night. Disney is the largest worldwide consumer of fireworks, but those explosions of pyro find their birthplace in China. So it’s appropriate that the finale at the end of the day at Shanghai Disneyland uses fireworks combined with Disney music and images of the characters guests have been engaged with all day. It is the perfect ending to a day of fun and enjoyment, and it’s all part of the experience that happens at The Enchanted Storybook Castle. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 23

ADVENTURE ISLE

All Disney Magic Kingdom parks have an Adventureland-style area. The title in this park is Adventure Isle. In all the other parks, this land typically represents all things exotic. This is no less the case here, though the approach is somewhat different. In Disneyland’s , you find yourself along the Nile, the Amazon, and the Burma rivers all on one voyage. You could easily see elements of all three represented, plus a dose of Polynesia and a nod to the Caribbean when you stepped off on the dock. Here, a different approach was taken. Adventure Isle is its own Imagineer- invented place of its own. It is exotic, mysterious, and of course, adventurous—perhaps more than ever—but you can’t put your finger on a given geographical location. And while it was “discovered” by a team of global scientists, explorers, and adventurers, it makes no effort to take on a Colonial presence architecturally. Arbori is a mythical land where earth connects to the sky.

This is especially made possible by Shanghai’s smog against the Apu Taku mountain peak. Adventure Isle alone contains approximately 24,000 square meters of rockwork, hand- sculpted and painted by Chinese and international artisans and rock work designers. Some 11,000 people labored on the site to build Shanghai Disney Resort. An estimated 100,000 more workers contributed to the creation over the construction period, with thousands more working on construction of the supporting infrastructure.

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The Apu Taku is a symbol of not only that massive construction effort, but of the collaboration between Disney Imagineers from the west and local Chinese artisans and craftsman. The same Sample Yard mentioned earlier with a sample castle built in it was the size of three football fields, and provided space to test different rockwork used throughout the park—especially here in Adventure Isle. Since many of the Chinese craftspeople were untrained in the art of building a mountain, the Sample Yard became “something of a schoolyard.” As Fabrice Kennel, the design principal for all the rockwork, noted, “Each is part of a story being told.”

The end result is that Shanghai Disneyland has approximately 400,000 square meters of themed surfaces: 80,000 in themed plaster, 70,000 in themed concrete, not including pavers, 200,000 in themed paint, and 50,000 (half of which is on this mountain) in rockwork.

The dominance of this peak in the park’s landscape is another reason why guests quickly turn their way toward this land. There is a truism at Disney that those who are predominantly right-handed will subconsciously move toward the right when afforded the opportunity. This may well be the case here, because some of the signature attractions in this land queue and fill up the quickest.

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Adding to the sense of adventure are two thrill attractions—each of a very different variety. offer a plundering raft ride that cascades down and around Apu Taku. Every 4.8 minutes, enough water flows through the flume of this attraction to fill an Olympic-size swimming pool (2.5 million liters). On a hot, muggy day in Shanghai, this attraction pulls in thousands of guests a day.

The second thrill attraction is Camp Discovery. Disney has often created trails and pathways for guests to go exploring. Disney’s Animal Kingdom even offered a limited “additional pay” experience, which includes a ropes-style course. This attraction is on a much larger scale and can be enjoyed by all guests. There is a path that even guests in wheelchairs can navigate, but the excitement is best enjoyed by strapping into a harness and heading over rope and rock bridges. Voyagers will have three different options in traversing the trail, based on different levels of difficulty. So unique and popular is this attraction that it has been given awards by leaders. It is impressive in terms of adventure and excitement, and totally immersive in its theming. Along the way, guests trek past waterfalls, natural and manmade wonders, and ancient tribal excavations.

Soarin’ Over the World is a great example of a beloved Disney attraction that has been very popular in Disney’s American parks. The attraction heretofore has been known as Soarin’ Over California. The queue for this attraction at in Walt Disney World is that of taking off from a hangar at an airport. Asia’s airports are some of the most amazing in the world, and while it would have been tempting to place it in , the approach here ended up being different. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 26

Instead, visitors weave their way through some cliffs and rocks that extend out from the Apu Taku mountain peak. Soon they weave themselves into a cavern and ultimately into the coolness of the night looking up at stars that dot the sky. Rather than being greeted by a uniformed flight attendant, we find a bird that transforms into a woman. She is a shaman of the indigenous tribe, and provides guests pre-flight safety instructions. As she greets the guests, there is no customary “welcome” greeting. Rather, the wise sage asks us if we have eaten. It’s what you would expect from a Chinese hostess. Conversely, when the youngster is seated properly, as in the Western version of this pre-flight video, the woman gives a Disney “thumbs up”.

And of course, because it’s Soarin’ Around the World, we find ourselves visiting the Great Wall of China, with visitors along the wall flying kites. And the end is not the traditional return to a Disney theme park, but rather a journey above the cityscape of Shanghai, with fireworks bursting into the night sky.

Finally, there is “: Call of the Jungle”. There is only one real Disney character presence here in Adventure Isle. Tarzan has had a presence in other park locations, and it would have been easy to transplant the same kind of show. But Disney called upon renowned theater director Li Xining to again bring that authentic Chinese sensibility to the experience. She has done popular presentations such as Shaolin Warriors and Gallant Swordsman. Here she has brought in an acrobatic troupe from the City of Wuhan. Intricate costumes were created by designer Li Rayding. The result is a spectacular indoor show that involves amazing gymnastic routines of an Asian variety.

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TREASURE COVE

A few steps brings us to Treasure Cove. The paths merge seamlessly from Adventure Isle to this land that has no precedent in scale and scope in any other Disney park. And yet its roots are very Disney. has been a part of the Disney landscape for 60 years. And while Magic Kingdom and Disneyland Paris have mini-lands that celebrate this genre, this is an entire land dedicated to Captain Jack Sparrow and those beloved pirates.

The centerpiece attraction is Pirates of the Caribbean: Battle for the Sunken Treasure. It would have been so easy to copy the previous attractions—and the park would have still had a terrific experience. It is one of the most popular attractions and one of Disney’s crown jewels. This one is more than just a contemporized version that has included all things Sparrow and Barbosa and Davey Jones. The previous attraction was likened to visiting a cocktail party, with conversations going around you in a way that you would hear something different every time.

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This version is very clear about story. And they make a deliberate attempt to communicate that story while you are on this voyage. Onboard audio has been added to the boat, so that you can clearly hear the dialogue—given in Mandarin. Even more amazing is that the boat is of a design that allows it to direct itself to the action you should be focused on. Disney has done this in other attractions such as and : Journey of the Little Mermaid to direct the guest’s attention. But what has been an vehicle has now become an omnimover boat, and one that can seat quite a few people during each voyage. Even if they have never seen the film before, Chinese guests will not miss what is going on in this attraction.

Added to this are massive digital displays, high-end animatronic characters, and other state-of-the-art theatrical tricks of the trade that make this attraction above and beyond any Disney has ever created. You go from being thrust under the sea to being catapulted out of the ocean and into the middle of two ships firing on each other. The attraction has received accolades from those who are experts in such experiences, and rightly so, as this ride alone has probably had more monies invested in it than any other ride attraction. Creating something authentically Disney and distinctly Chinese is not a rhetorical exercise. Serious money has been invested in even the most tried and true experiences.

Treasure Isle offers more than just this experience. Visit El Teatro Fandango, a playhouse that satires Captain Jack Sparrow. That is, until Captain Jack arrives unexpectedly. From there, guests thrill to a swashbuckling stunt show, with fantastic stunts, special effects, and a one-of-a-kind aerial sword fight that is beyond anything ever seen. Chinese martial arts performers team up with comedic Chinese performers to deliver a mesmerizing stunt show that Disney fans cannot find anywhere else. No wonder SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 29

the Tortuga Tattler declared, “This show has everything--action, singing, dancing and inclement weather.”

The themes of this land provide a good opportunity to talk about another kind of scalawag not just found among performing pirates. Again, public spaces can bring out the best and worse in any culture, and China is no exception. That same show has to use wrought iron fencing to queue guests in an interior space that would never have had such corralling in other parks. But even with that, guests are jumping lines and rushing past other guests who entered earlier.

Popular at this end of the park— and at most Disney parks around the world—are turkey legs. You can find them at Tortuga Treats. Lines form throughout the day for this unique culinary treat. Don’t want to wait in line for a turkey leg? In the early days of the park, some would order several turkey legs and then scalp them, selling them to guests in the back of the line. Soon thereafter, Disney had to put a limit of two per person.

Scalpers are referred to as Huangniu in China. As in many other cultures, the Chinese do not like waiting in line. What they do love is showing off—particularly on the very popular app, WeChat. People are placing photos on the site of places they visited and food they ate. A turkey leg makes for a great post on WeChat. And the Chinese are willing to pay extra for someone who will wait in line to get an item they didn’t have to wait for. The same phenomenon existed when Heekcaa opened. Lines averaging 4 hours in length were commonplace among people wanting to not only try their milk tea and other products, but also send a photo of themselves doing so on WeChat. Heekcaa also had to put a limit of two per person, in order to stop those who were participating in Huangniu.

There are even more pirated types of activity. Since opening day, there have been efforts to scalp tickets as well as sell fraudulent tickets. To that end, Disney has had to combat such scalping by only allowing a maximum of five tickets for each ID card number. And guests must use that ticket confirmation and identification document to enter the park.

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FastPasses are a complimentary service at several Guest Services stands around the park providing guests an option of returning to an attraction at a later time, without the burden of having to wait in a long line. Why would anyone need to buy a ? But scalpers started selling FastPasses to unknowing guests or to those who didn’t want to wait for their FastPass time. Disney tried to stop the activity by requiring the number of the FastPass to be matched to the ticket of at least one person using that FastPass. Using an “Escort Service,” buyers would purchase FastPass tickets for their parties, plus one for the escort who then accompanied them through the attraction. Disney finally countered the practice by simply selling those FastPass privileges themselves, in an effort to put the scalpers out of business.

The Shendi group anticipated that there would be abuse in any number of forms. Over 38,000 cameras were ordered for the park to keep an eye on suspicious or inappropriate behavior. The park brochure unabashedly makes this clear:

“The Shanghai Disneyland Park is under video (CCTV) surveillance, images captured may be shared with law enforcement agencies for safety and security purposes.”

They also make note of this activity specifically at the turnstiles: “At the Park entrance, we will take photos of you as proof of your identity as a ticket holder.” This is not only in SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 31

reference to ticket scalping but also to the re-sale of tickets after someone has entered the park.

But how do you police every kind of behavior? Some of it is simply a cultural expectation. Disney always knew this was a challenge, so they provided trash receptacles placed nearby each other throughout the parks, because they knew that people would only hold trash so long before they threw it on the ground. Here in China, trash receptacles with their closed lids are at times confusing. Often the trash doesn’t end up completely in the can.

Disney tries to communicate its expectations to visiting guests who may not be familiar with their policies. They provide guest services stations in each land throughout the park to provide not only FastPasses, but to offer guidance and direction to people’s questions.

In each land there are designated spaces for those who smoke to do so. But funneling everyone into those spaces is not the cultural custom. Many still casually smoke as they stroll through the park.

There are other examples. Take Shipwreck Shore, a play area for children. The translation sounds ominous in Chinese, so to make it sound more fun, it’s simply called Ship Water Play area in Mandarin. Parents bring their children to play. And some of those parents are allowing their children to urinate while they are playing or waiting in a long line. For a few, it has been a cultural norm that has been acceptable for years, but is quickly becoming passé. To make it easier for parents, Cast members provide a ‘return card” to guests when someone needs to exit the queue to go to the restroom.

While culturally some practices in China are seen differently than viewed in other cultures, there are also important ways in which the Chinese approach could indeed be more preferable. For instance, in Western countries, hairnets are worn by workers to guard from hair falling onto food. Here in China, masks are also worn by workers to prevent germs from spreading into the food. The additional measures build on China’s sense of shared community. To make sure they don’t mask the countenances of the Cast Members, Disney has utilized see-through masks that allow for a smile to come through. In this instance Disney is fostering all that is good about the culture. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 32

FANTASYLAND

Further along in Fantasyland, guests may find themselves taking in a small park performance of several Chinese artists. The music and stories are about Disney, but the instruments they play are unique to this region of the world.

One of the largest dining areas in the entire park is Pinocchio’s Village Kitchen, located conveniently and adjacent to Enchanted Storybook Castle. It is estimated that in its first year alone, the kitchens of Shanghai Disney Resort will produce 2.4 million desserts and confectionary treats, and 48 tons of soup and sauces, while the staff preps some 12 million Bok Choy (Chinese vegetable). Over 700 kilograms of rice will be prepared daily.

So what’s on the menu? The specialty here at Pinocchio’s is Mickey-shaped Peking duck pizza. But other specialties can be found throughout. Food served at the park caters to Chinese palates, with some 70 percent of dishes Chinese, 20 percent Asian or fusion and only 10 percent Western, but it doesn’t mean there can’t be a few Disney twists. Enter Mickey Mouse mooncakes, Mickey braised pork knuckle, & Minnie Mouse red bean buns.

This restaurant closest to the castle on the Fantasyland side is ready to take it on. Not including an outdoor plaza, there are three major dining halls representing the different journeys Pinocchio undertook—one with Stromboli’s Theater, one with his visit to Pleasure Island, and a third experience confronting Monstro the whale. Pinocchio’s signage is shown with apples and other food products, visually communicating the dining experience inside. As in other restaurants, there are displays of the food on the menu. Inside you’ll find available hot water—not just for tea, but for the many guests who have chosen to bring their own food.

One of the challenges Disney dealt with early on was the perception that food & beverage prices were too high. Creating the sense that value can be found by dining at Disney is not an easy paradigm to establish. Many guests prefer to bring in their own food. As long as it is pre-packaged, Disney is fairly accepting of this. To this end, Disney also has in place several green knolls, perfect for picnic enjoyment. They’re really spaces being held for future Disney attractions, but on a busy day, you can find your share of guests taking in SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 33

the picnic benches. This is above and beyond most other amusement parks in China, which generally do not allow any food to be brought in. To counter the negative perception, and to still encourage in-park purchases, they have been offering discounts such as buying two adult meals, and getting the children’s meal for free. They have also done similarly in merchandise, offering discounts for product purchased before noon each day.

Just as in Pirates of the Caribbean where guests expect Captain Jack Sparrow, so it is that guests are more familiar with Disney’s live action retelling of Alice in Wonderland. Therefore, this walk- through attraction has a very different design aesthetic than can be found at other Disney parks worldwide. It’s becomes the other bookend to the popularity of the characters Johnny Depp has brought to life—this location celebrating his role as the Mad Hatter.

Here are other touches Disney has thought through in trying to embrace Chinese visitors:

1. The song, “Heigh Ho” is recorded in Mandarin as guests ride the .

2. The Frozen Sing-Along is a newer concept— singing along is not so culturally familiar. So interaction is found in other activities such as bouncing beach balls around the theater during the Olaf “In Summer” song. Most kids know and love the song, “”. It’s just not a habit for them to sing along with it.

3. Step into the pages of Winnie the Pooh and see a book filled with Chinese calligraphy.

4. ’s queue offers stanchions, rather than chains, to keep guests from jumping the line. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 34

5. Restrooms provide more accommodation for squatting toilets as opposed to those Westerners are used to sitting on. This may seem strange to foreigners, but the Chinese in general find that squatting toilets are cleaner because you do not need to sit directly on them.

6. A small musical group shares classic Disney songs, all played on traditional Asian instruments.

Disney has tried to anticipate all of this and more, and yet, it isn’t an easy thing to get right. Take strollers for example. Disney knew that it would need to accommodate strollers—and even designated a space near the Evergreen Playhouse, where the Frozen Sing-Along celebration is being played. But how many strollers do you order? Operations decided to take their cue from Hong Kong Disneyland to determine the percentage of guests who would want a stroller. Based on those percentages and the expected number of guests visiting this park, they ordered the appropriate number of strollers. And guess what—they came up short. Woefully short. More had to be ordered. But that gives you a sense of the myriad of challenges required in getting a park like this right.

One thing is for certain; anticipating the cultural experience of guests is not a done deal now that Shanghai Disney is open. It’s an evolving process, as it really is in any of its parks globally. Under construction next to Fantasyland is a new . While the exact attractions have not been announced, one thing is for certain, that in an era of political unrest, there won’t be an attraction based on the green army men, as there are in the parachute-style attraction in Disneyland Paris and Hong Kong Disneyland. Disney’s fantasy is strong, but it still resides in a politically unstable world.

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TOMORROWLAND

Shanghai is a city of contrasts. Yes, there are historic roots going back centuries. Many of those have been replaced by French and British influences along the way. Its towers and high-rises stand out—and tall! That giant backdrop is matched by a people who are into their small hand-held technology everywhere they go.

In Disney’s own history, Tomorrowland is always a problematic land to figure out. It is easy for the initial design to be on the cutting edge—but staying there is another matter. Moreover, they had to create a land that was inviting and user-friendly. They knew they would have to create a focal point that would create Walt’s spirit of optimism, with the contemporary spirit of the people of China. The end result is a swirl of paths leading into the future, highlighted by the bold of .

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A big part of creating Tomorrowland is in creating a consistent experience in it. In downtown Shanghai, the most urban creations often reside right next to buildings over 100 years old. Everything here has to propel you into the future. And because it’s Disney, it must do so optimistically. You need to walk away feeling good about the space you’ve been in. As Scot Drake, Imagineering head for Tomorrowland, stated, “We wanted to showcase humanity, nature, and technology in perfect harmony.”

The end result is a swirl of paths that intersect and lay over each other. No building is cut out of sharp angles. Rather, everything blends from one space to another. Nothing seems out of place. True to Feng Shui, water, nature, and light all play some role, working to make it feel organic while staying futuristic. It’s a kinetic experience, especially played out with TRON: Lightcycle Power Run. This is clearly the icon drawing everyone in. As a coaster, the bikes continue to funnel out of the building, hurling forward. At night, it’s

even more dynamic, with its color-tiled roof sending waves of color across .

TRON was an interesting intellectual property. A film had been done decades before. Another one successfully came and went, but with no assurance of another sequel SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 37

occurring. How does TRON figure into this Asian park? The premise is that Sam Flynn has chosen Shanghai as the location of his portal between Earth and his computer world. That’s exactly what riders experience as they dodge between the fantastic computer graphic creations of this intellectual property while flying through the exteriors of Tomorrowland. With a 966-meter track, 756 meters are on the inside and 210 are seen on the outside.

“This is by far the most creatively ambitious and technically advanced destination that we have ever built,” said Iger, pointing to the ultra-fast TRON Lightcycle ride, which he said "redefines what a rollercoaster can be.” Part of what makes that experience so unique is that riders are locked in straddling a bike. Bikes are common in China, but this high- tech version is still a very foreign concept. No problem, there’s a traditional coaster car in the back in the event that someone is uncomfortable mounting a bike.

Other attractions in Tomorrowland provide a distinctly Chinese experience in an authentically Disney manner. Here are four examples:

1. In other parks, dance parties are held utilizing Disney characters such as The Incredibles. To Asians, dancing in public is like singing along in Frozen—they’re just not there culturally. But Asians are comfortable exercising as groups in public spaces—made especially popular with Tai Chi. So here, Baymax Super Exercise Expo invites everyone to join this personal healthcare companion as he teaches moves like the “Wasabi Arm Chop” and “GoGo’s Leg Lunge.”

2. Look for PhotoPass photographers roaming not only Tomorrowland, but throughout the park. PhotoPass has for several years been an important feature in Disney parks, but now they’ve taken it further. PhotoPass photographers are not only on hand to take pictures so that everyone in the extended family can be in the shot, but a special app was created for Shanghai Disney Resort which allows guests to instantly share their photos via social media—important to this tech-savvy culture. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 38

3. In high touch/high tech fashion, Encounter offers an improvisational experience via advanced digital . This experience offers the experience in Mandarin. But you don’t need to know what’s being said to see the effect. The grins and laughter coming from faces in the audience is palpable.

4. We’ve mentioned the wide variety of Chinese and Asian cuisine in Shanghai Disneyland. A more contemporary fare can be found here, and the Chinese have embraced it. It’s burger and fries. Mind you, beyond cheeseburgers, there are also pork burgers and veggie burgers. Again, a mesh of East meets West, Shanghai Disney-style.

When the park opened, International Business Times captured so much of what works in Tomorrowland: “…Disney has also emphasized that showing respect for Chinese customers means bringing the latest technology, too, in a country where young people in particular are captivated by all things hi-tech.” Tomorrowland is evidence that not only can you be authentically Chinese not just by hearkening to its cultural past, but also by aligning yourself with its breathtaking future.

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DISNEY TOWN

Attractions in Tomorrowland empty into gift shops (the TRON merchandise is in demand back here in the states), but a unique feature of Shanghai Disneyland is that you can exit between Tomorrowland and Gardens of Imagination and enter DisneyTown. This shopping, dining, and entertainment district is so proximate to the park that it could practically be considered a seventh land in its own right. There are some 50 tenants who take up stake in this space. Included are more familiar—and affordable—Chinese food options. But other Western tenants can be found, such as LEGO and Cheesecake Factory.

Here the architecture again speaks to the heritage of China. Many of DisneyTown’s buildings are based on , a traditional architectural style that is part of Shanghai’s unique heritage. The bustling DisneyTown environment takes its cues from the cosmopolitan atmosphere of Shanghai itself.

But such details are small as well. Guests will find seven sculpted Mickey Mouse figures as they enter DisneyTown. While the shapes take their cue from the successful Disney Vinylmation retail series, symbolically, they each represent a member of the Chinese family. The figures are done in Liuli glass—a traditional Chinese art form—and were crafted by a local Chinese artist.

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Step into the Walt Disney Grand Theater, and you’ll find four paintings representing storytelling (), song (Beauty and the Beast), music (Mary Poppins), and dance (). The musical, The Lion King has been re- staged in the first- ever Mandarin production. This version has added a mischievous monkey character—not found in the film—but which aligns with Peking opera tradition.

The largest of all stores in Shanghai Disneyland is the World of , located at the front of DisneyTown where guests are exiting from that area, as well as from the park next door. More than 7,000 different merchandise items were offered for guests to purchase on opening day. And many of those items are designed and sold exclusively for and at the Shanghai Disney Resort. For instance, there is a Vintage Shanghai collection inspired by Shanghai circa 1928—the year Mickey Mouse was born. Also, guests can have their names embroidered on Mickey Mouse ear hats—not just in English—but in Chinese as well.

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THE PATH TO SUCCESS

When you speak to the heart, nothing gets lost in the translation. --Bob Iger

“Authentically Disney, Distinctively Chinese” isn’t a slogan. The message here is that the effort to merge a new product in a new country or culture took serious effort and consideration. It is intentional. It is a big effort in a bigger market. Bob Iger noted: “This is the largest market in the world. Shanghai is the most city in the most populous country in the world … and whatever we built here had to be significant enough to have a real impact.”

Attendance wise, Shanghai Disney reached approximately 11 million guests in its first year, better than Tokyo in its first year, and more than double of what Hong Kong Disneyland did in most any year, until recently. Also noted was that the guest satisfaction was “very high” with guests staying two hours longer per visit than Disney anticipated. Attendance during the Chinese holidays is especially strong, evidence that even a visitor making a modest earning will spend a significant amount on special occasions.

There is much to learn from what Disney has done, and what it will continue to do. Matt Almost, executive creative director Walt Disney Imagineering, noted: “We really endeavored to find an incorporation that feels natural … the Chinese design elements and Chinese performance traditions that we’ve incorporated to tell these Disney stories – they’re the right way to tell these Disney stories. They’re not just a Chinese way, they’re a good way, they’re an exciting way.”

And for all this, Disney has received industry awards, being hailed as an example of international excellence at scale. As the Themed Entertainment Association states, “Disney, one of the world’s biggest entertainment companies, took time to rethink its core brands in the context of the host country. Culture, technology and creative are seamlessly integrated to deliver a guest experience that is, in the words of Bob Iger, ‘authentically Disney and distinctly Chinese.’” The world-class theme park blends creative direction, cultural context, and technological innovation to create a venue that delights a whole new generation of guests. SHANGHAI DISNEY RESORT: AUTHENTICALLY DISNEY, DISTINCTLY CHINESE 42

SOUVENIRS FOR YOUR BUSINESS

Of course, the real award to you are those souvenirs you can take back to your organization Ask yourself as to how you approach moving your products and services to new markets. Consider the following:

1. How serious is your commitment to entering new markets? How hard are you willing to work to make it successful?

2. In big and small ways, how do you embrace the local culture of where you are doing business?

3. Do you approach doing work in that country from the view of being a guest or an invader? How does that change your approach?

4. How do you build on the symbols and heritage of the customers you serve?

5. How do you bring in employees from that country or culture into your heritage and organization?

6. How do you weave shared values together?

7. How do you build on the strengths of the people in that country or culture?

While it may take a little wishing upon a star—and while Shanghai Disney may still have some road bumps ahead—this investment into a new land will not just survive, but will ultimately thrive, if for no other reason than Disney simply works really, really hard to make it so. As you move forward, consider what you can do to authentically bring your products and services to the distinct cultures and markets you serve.