Beyond Tokyo: Disney's Expansion in Asia

Beyond Tokyo: Disney’s Expansion in Asia

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

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 (Luthans & Doh, 2012). 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.

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 (Kemperman, 2000). 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.

What location would you recommend for Disney’s next theme park in Asia? Why?

I would recommend Seoul, the capital of South Korea, and the largest city in the country. This is because of the high population in the city. Seoul offers a possible market for Disney. It has an estimated population of more than ten million people, and this offers a possible market for the company. Already, there are several theme parks within the city (Page, 2012). The theme parks record a significant number of people throughout the year. The entry of Disney to that market would offer unique challenges to the theme parks in the region. This is because of the diverse range of unique products and services that the company offers. In addition, Disney is a global brand, with many famous people, and it would attract many visitors. The city is a place for cultural gathering, as there are people from different cultures. Although most people are Korean, the English language has gained a lot of popularity over the years. In addition, the people are more exposed to western influences and lifestyles. They are aware of the Disney characters, and they would enjoy spending time in the Disney theme parks. Disney would provide an exciting opportunity for the visitors and tourists in the country.

References:

Kemperman, A. (2000). Temporal aspects of theme park choice behavior. Retrieved from alexandria.tue.nl/extra2/200013915.pdf

Luthans, F., & Doh, P. J. (2012). International management: Culture, strategy, and behavior. New York, NY: McGraw-Hill

Page, J. (2012). About Seoul, Korea. Retrieved from http://www.trails.com/facts_11758_seoul-korea.html

Pikkemaat, B., & Schuckert, M. (2007). Success factors of theme parks-an exploratory study. Preliminary Communications 55, (2), 197-208