Bridging cultures was a major goal when the Walt Disney Company developed Euro Disneyland in France. While planning the theme park, which is now called Disneyland Paris, Disney learned that not everyone was happy about the project. Some people thought that having an icon of American cultures in their country would threaten French culture. Disney had not experienced this kind of opposition when it developed a theme park in Japan.
In an attempt to calm fears, Walt Disney Company pointed out that its founder was of French descent and the family name was originally D'Isigny. The company chose to use French as the primary language for signs and designed new attractions with French and European themes. The dress code for employee, also known as cast members, was tailored to reflect the local culture. After initially suffering poor attendance, the theme park adopted the widespread European custom of selling alcoholic beverages at entertainment venues.
In Hong Kong, Sidney tried to be sensitive to local culture in everything from the design of the park to souvenirs in the gift shops and menus in restaurants. Hong Kong Disneyland was built observing principles of feng shiu, the traditional Chinese art of having elements in harmony with each other and nature to maximize good luck. Clocks are not sold at the theme park stores because the phrase for giving a clock sounds similar to a phrase used when paying last respects to the dead. In one instance, Disney stumbled by being too local. Shark fin soup, a Hong Kong favorite, was pulled from the menu when environmentalists objected.
1. What barriers did The Walt Disney Company face when planning and operating Disneyland Paris?
2. Why do you think Disney emphasized the original form of the Disney family name?
3. What are the cultural differences between the Japanese, French and Hong Kong Chinese that forced them to make changes in the three theme parks?
4. What philosophies did The Disney Company Adapt for each theme park (please add the US parks for comparison)
5. What recommendations would you have if they were to think about building a theme park in Latin/South America?