Disney Adapts Global Strategy After Successful Experimentation in China

At D23: The Ultimate Disney Fan Event in Anaheim, California, four senior Disney executives shared their experiences working in various markets around the world. Tasia Filippatos, president of Disney Parks International; Natacha Rafalski, president of Disney Signature Experiences; Joe Schott, president of Walt Disney World; and Jill Estorino, president of Disneyland Resort, discussed how building and operating in Chinese markets had fundamentally altered their approach to growth and culture.

Schott, who spent several years as president of Shanghai Disney Resort before leading Walt Disney World in Florida, emphasized the importance of understanding local culture. 'We're not trying to build Disneyland in China,' he said. 'We're trying to build China's Disneyland.' This philosophy, which originated with former CEO Bob Iger, guided the development of Shanghai Disney Resort.

The experience gained in China has also influenced the design of Disney's first cruise ship purpose-built for Asian markets, the Disney Adventure. Rafalski explained that they drew inspiration from the success of Zootopia at Shanghai Disney Resort and incorporated regional choices, including curries and vegetable dishes, into the menu.