Feature Article

Disney Seeks Fortune in China

By Christine Strawn

Disney, the U.S. giant mega-company, has vast holdings, including movie studios, TV production studios, theme parks, publishing, radio and media networks, to name a few. In recent years, Disney has sought out fortune in the rapidly developing China, hoping its pixie dust will lure buyers. Currently, Disney has offices in Beijing, Shanghai and Guangzhou with approximately 600 employees.

With its expansion into China, Disney will further spread its brand and also American culture. For example, Mickey Mouse is not only the icon for the Disney Company, he is also an English teacher. In China, several English language schools owned by the Walt Disney Company have opened to teach children English language skills. The first school opened in Shanghai in October 2008. These schools use a combination of teacher and media instruction; utilizing Disney produced video lessons, English language CDs, playing cards and  website where Disney characters such as Mickey Mouse, Lilo & Stitch and Winnie the Pooh, help students learn new vocabulary words. Even the textbooks have the Disney touch, featuring Buzz Lightyear from the movie, “Toy Story,” giving instructional help.

Even though Disney says these schools are purely educational and not aimed at pushing their brand, one cannot wonder the effects on children being surrounded by Disney images and references. It is too soon to know if these constant images will create a future audience loyal to the Disney empire.

When asked why a parent would send her child to this school, Li Ruchen said she enrolled her daughter in the twice-a-week English classes, which cost approximately $1,000 USD a year, because she wants her daughter to be "international."

Disney’s reach in China does not stop at English language schools; the company is more well known for its movies. Disney’s first non-Hollywood movie, “The Secret of the Magic Gourd,” was aimed specifically at Chinese audiences. It made a respectable $1,000,000 in its first week but still lagged behind the U.S. Disney import to China, “Pirates of the Caribbean,” which made 10 times as much in its opening week. 

However, Disney still hopes to win audiences with Chinese-produced films. It recently announced production of “Disney High School Musical: China” scheduled for cinematic release in summer 2010. Disney hopes to capitalize on the phenomenal success of “High School Musical” — with good reason; the U.S. version was Disney Channel’s highest rated original movie at the time. “High School Musical” went on to become a blockbuster internationally and was aired worldwide. If the Chinese adaptation proves to be successful and follows in the American version’s footsteps, it would spark a soundtrack, teen books, consumer products, stage productions tours and a sold-out multi-city concert tour. The second and third installments of ‘High School Musical’ went on to become even more successful than the original; the third movie’s premiere weekend box office sales was the highest debut ever for a musical and for a live-action G-rated film. It eventually grossed $250 million at the worldwide box office. The successes of these movies ignite the possibility that China’s version will also become a lucrative multi-movie franchise.

There is no guarantee the degree to which Disney’s influence will be felt in China. However, there is one thing that is undeniable; Disney is getting its name and image out there and that is a crucial component of spreading its brand and gaining faithful followers and consumers.