The Walt Disney Company in China: a journey from Mickey Mouse to Shanghai Disneyland

Abstract

Founded in 1923 by Walter Elias Disney, The Walt Disney Company from a small cartoon studio has become a multinational media and entertainment enterprise, well-known worldwide. All its four business segments, Media Networks; Parks, Experiences and Products; Studio Entertainment; and Direct-to-Consumer and International are coordinated through the power of storytelling. In fact, the storytelling and the innovative technology are the two key points for the success in Company’s expansion into foreign markets, initially with its cartoons and later with the theme parks. Disney’s worldwide expansion has not always been easy and its spread in China is not an exception. Due to its entry regulations and the low intellectual property right protection, China is a challenging market, especially for a media company, however it is attractive for the large number of potential consumers. Even though the Walt Disney Company has encountered many issues, it has not given up and has been able to achieve the establishment in the Chinese market. Mickey Mouse made the first step in 1932, followed by Snow White in 1938. With the foundation of the People’s Republic of China in 1949, Disney was banned and it could enter again China only in 1984 after China’s opening and reforms. The Company’s presence in China was enhanced by the founding of Disney English centers aimed at teaching English to Chinese children, the setting up of offices in the main Chinese cities and the opening in Shanghai of the world’s biggest Disney Store. Moreover, it engaged in partnerships and collaborations with Chinese enterprises and with the Chinese government to develop new products. The construction of the two theme parks, Hong Kong Disneyland and Shanghai Disneyland, represents the peak of the Company’s growth in the Chinese market.