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Tokya Disneyland , Disney in Asia

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Tokya Disneyland , Disney in Asia
Beyond Tokyo: Disney’s Expansion in Asia

DISNEY IN ASIA

Early in 1999, Michael Eisner, CEO of The Walt Disney Company, voiced his opinions concerning potential markets for his firm’s entertainment products and services. A major thrust for the new millenium would be development in Asia.

• We could be getting close to the time for a major Disney attraction in the world’s most populous nation.”

The Walt Disney Company, Annual Report, 1998.

• “I am completely confident that Chinese people love Mickey no less than they love a Big Mac.”

Statement by Michael Eisner, CEO of The Walt Disney Company, during a trip to China in January 1999, Knight-Ridder/Tribune Business News, 16 June 1999.

INTERNATIONAL THEME PARKS AND RESORTS: DISNEY EXPERIENCE
Tokyo Disneyland
[pic]

Euro Disney (now Disneyland Paris)

[pic]
DISNEY AND CHINA IN THE 1990s

Relations between the Disney Company and the government of China had not been particularly tranquil in recent years.

Disney held firm on its position on the movie. “Disney’s potential business in China is infinite. But Disney has to decide whether it wants to facilitate business or stand for free speech.”

Not all of Disney’s relationships with China were negative however. The liberalization of China’s markets had generated benefits for the firm. ‘The Lion King’ had brought in almost $4 million in 1996 and the soundtrack had sold 1.4 million copies.

POTENTIAL OF THE ASIAN MARKET

Building and investing in a multi-billion dollar theme park would represent another major, long-term commitment for The Walt Disney Company. Therefore, much research and planning were involved in this decision. In addition to the attractiveness of each of the remaining cities, Shanghai and Hong Kong, the market characteristics of the demand for theme park experiences by the Chinese people would have to be carefully evaluated.

Although the success of the Tokyo Disney theme park would strengthen the case for
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