Localizing the Theme Park Experience
by Lauren Nemec
Disney has learned the hard way that you simply cannot impose American culture on another culture and expect to be successful.
In 1992, Disney opened the Euro-Disney theme park, located just outside of Paris, France. Unfortunately, Disney failed to adapt to local tastes and cultures when planning the theme park, which resulted in negative publicity, controversy and low attendance. For example, in line with Disney values and policies, alcohol was not served at the park-- a poor decision considering that wine is a staple at any meal in France. The executive chef in charge of menus at Disney parks recalls being told, "Do your own thing. Do what's American." Many viewed Disney's expansion as an assault on French culture. French intellectuals called it a "cultural Chernobyl."
Disney did a little better in 2005 with the opening of Hong Kong Disneyland. For example, they limited the number of clocks in the park (in China, clocks are seen as a symbol for death), put Mickey Mouse in a red and gold Chinese suit, and even consulted a Feng Shui master to ensure a harmonious and pleasant environment for Chinese guests. However, Disney got a little too carried away adapting to the local environment when they offered shark fin soup (a local delicacy) on their wedding banquet menu. They removed the selection after environmental groups threatened a worldwide Disney boycott. Poor Disney can't win.
Mickey and Minnie in traditional Chinese clothes. Photo courtesy cbsnews.com.
There are a myriad of cultural differences that must be addressed and overcome when theme parks expand into other countries. There is a fantastic article today on OrlandoSentinel.com called "Disney and Universal tailor attractions abroad to prevent culture shock" that provides some wonderful examples of these localization difficulties. Highly recommended read, especially if you're a fan of Disney or Universal Studios theme parks.
Top picture: Sleeping Beauty's Castle at Hong Kong Disneyland. Photo courtesy wikipedia.com.
Disney has learned the hard way that you simply cannot impose American culture on another culture and expect to be successful.In 1992, Disney opened the Euro-Disney theme park, located just outside of Paris, France. Unfortunately, Disney failed to adapt to local tastes and cultures when planning the theme park, which resulted in negative publicity, controversy and low attendance. For example, in line with Disney values and policies, alcohol was not served at the park-- a poor decision considering that wine is a staple at any meal in France. The executive chef in charge of menus at Disney parks recalls being told, "Do your own thing. Do what's American." Many viewed Disney's expansion as an assault on French culture. French intellectuals called it a "cultural Chernobyl."
Disney did a little better in 2005 with the opening of Hong Kong Disneyland. For example, they limited the number of clocks in the park (in China, clocks are seen as a symbol for death), put Mickey Mouse in a red and gold Chinese suit, and even consulted a Feng Shui master to ensure a harmonious and pleasant environment for Chinese guests. However, Disney got a little too carried away adapting to the local environment when they offered shark fin soup (a local delicacy) on their wedding banquet menu. They removed the selection after environmental groups threatened a worldwide Disney boycott. Poor Disney can't win.
Mickey and Minnie in traditional Chinese clothes. Photo courtesy cbsnews.com.There are a myriad of cultural differences that must be addressed and overcome when theme parks expand into other countries. There is a fantastic article today on OrlandoSentinel.com called "Disney and Universal tailor attractions abroad to prevent culture shock" that provides some wonderful examples of these localization difficulties. Highly recommended read, especially if you're a fan of Disney or Universal Studios theme parks.
Top picture: Sleeping Beauty's Castle at Hong Kong Disneyland. Photo courtesy wikipedia.com.
Labels: Culture, International Business, Language Fun, Lauren Nemec, Translation and Localization Industry
posted by Lauren Nemec at
12:48 PM
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