Export of American Fantasy World to the Chinese
HEC Montréal Case Centre

Export of American Fantasy World to the Chinese

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CASE STUDY. The 80-year-old Walt Disney Company is facing a new challenge in its attempts to export its American fantasy world to the Chinese.

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Export of American Fantasy World to the Chinese: Abstract

The 80-year-old Walt Disney Company is facing a new challenge in its attempts to export its American fantasy world to the Chinese. Hong Kong was chosen as the fifth venue for Disneyland, and its major target market includes the population in the South China Region. Although the Hong Kong Chinese are well versed in Disney’s cartoon characters, the brand is far less pervasive in mainland China. Disney Hong Kong has been widely criticized before, and since, its opening over a range of issues, including labour problems and poor publicity. The Hong Kong experience will serve as a test for Walt Disney’s future growth in Greater China.

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