Dream it. Do it.
The Walt Disney Company has officially confirmed plans to build its seventh global resort, Disneyland Abu Dhabi. Currently, there are 6 worldwide Disney resorts featuring 12 theme parks. Walt Disney World and Disneyland are directly managed by Disney. Disneyland Paris was eventually turned into a wholly-owned subsidiary by Disney. Hong Kong Disneyland, and Shanghai Disneyland are operated as joint ventures with local government-affiliated companies.
In contrast, Tokyo Disney Resort is owned and operated by the Japanese company Oriental Land. Disney did not invest capital or own the equity directly, yet only has a licensing agreement with Oriental Land for the brand and know-how, and remains to receive a certain percentage of sales as royalties. As Disney missed out on billions of dollars in direct operational profits, Former Disney CEO Michael Eisner described it as “the greatest failure of Disney in the 20th century”.
Following its recovery after WWII, Japan saw a spike in the popularity of American culture. When the first Disneyland theme park opened in California in the 1950s, Japanese entrepreneurs would like to bring the theme park to Japan. However, it was said that Disney hesitated due to the relatively unenthusiastic box office revenue of Disney movies in the Japan market, and was worried about the competition of the California Disneyland-inspired Nara Dreamland.
From the first visit to Disney in 1961, the reclamation in 1964, the basic agreement in 1974, the contract signing in 1979, to the opening in 1983, it took about 20 years or more for Oriental Land to dream it and do it. Backed by the Omotenashi (おもてなし), a traditional hospitality without expecting anything in return, Tokyo Disneyland is positioned as the top theme park in Japan, and boasts one of the globally highest repeat rates.
As Tokyo Disneyland continued its growth, Oriental Land started looking into the idea of a second theme park. Initially, it would be similar to the Disney-MGM Studios in Florida. After consideration, a new theme based on the idea of the “seven seas” was born in 1992. The company would like to “create a new market by providing a completely different experience from Tokyo Disneyland” and that “is suited to the Japanese”, making them return again.
Apart from the “20,000 Leagues Under the Sea (海底兩萬哩)” and “Journey to the Center of the Earth (地心探險之旅)” in the Jules Verne-themed Mysterious Island (神秘島), and “the Tower of Terror (驚魂古塔)” and “Toy Story Midway Mania! (玩具總動員瘋狂遊戲屋)” in American Waterfront (美國海濱), do not forget to experience the “Soaring: Fantastic Flight (翱翔：夢幻奇航)” in Mediterranean Harbor (地中海港灣) and the latest Fantasy Springs (夢幻泉鄉).
Localisation is a key to success under globalisation. Consider the case of Duffy the Disney Bear. Originally, the “Disney Bear” was created as a product for the opening of Once Upon a Toy in 2002. Yet, this merchandise-driven sales was not popular in Florida. It was until Oriental Land gave the “Duffy” a new story, in consideration of the Japanese affection for background stories, how he accompanies sailor Mickey in his voyage, making it a phenomenon in Tokyo since 2005.
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