Question

Disney in Asia:

1. What cultural challenges are posed by Disney’s expansion into Asia? How are these different from those in Europe?

2. How do cultural variables influence the location choice of theme parks around the world?

Thank you!

Answer 1

With its large population and relatively low number of theme parks, Asia is a tremendously attractive location for Disney. The Company has already been successful in Tokyo. While the Hong Kong park has been less profitable. The company believes that further expansion into the region is worthwhile.

Disney must tailor other components to meet the local needs.

One cultural challenge that the company faces in its expansion plans is the language. Many Asian nations do not use English as their first language and this poses a major problem for the company, which is based in America, and uses the English language in all its characters and themes. Another cultural challenge involves the integration of the countries’ festivals and culture into the theme parks. The Asian countries have different cultural interests and the company has to consider incorporating them in the theme park, as a way of remaining relevant in the region. The company also has to consider the important national festivals, as these are important for the people. The company faces the challenge of understanding people’s lifestyles. For instance, Disney thought that it was being considerate by offering fin soup in its menu, but it did not consider the reaction of the environmentalists in the region. These cultural challenges are not vastly different from those in Europe. For instance, the company faced language problems in France, where a majority of the people speak French. However, people’s lifestyles were not very different, and the company found ways to blend.

Part 2-

How do cultural variables influence the location choice of theme parks around the world?

Cultural variables such as language, gender, and time influence the location of theme parks. Organizers have to consider the people’s language and other cultural influences. The variables also influence the design and arrangement of the theme park. Organizers have to consider elements such as gender and time factor. The cultural variables will define the kind of characters that can be in the theme parks. For instance, children in America and Asia have different favorite cartoon characters. The location of the characters in and around theme parks is a major priority for children. People in different cultures hold different meaning and interest in theme parks. For instance, some people view theme parks as places of pure relaxation where they go to spend time with their families. The design and location of that theme park will be different from the design and location of theme parks meant for fun and enjoyment. Some cultural beliefs tend to be strong and restrictive, and they do not support the idea of leisure and pleasure. They do not allow people access to television, and the children have no idea of the characters in children’s program. Theme parks in such areas are rare, and it would not be feasible for a company to open a theme park in such an area.