Has Mickey Mouse's magic worn off? Is Shanghai Disneyland doomed to fail?

In fact, the overall quality of Shanghai Disneyland is already significantly higher than other theme parks in mainland China, especially with its rare magical nighttime lighting atmosphere. (Image from Wikipedia)

For over a decade, Disney has targeted the vast business opportunities in Asia as the location for its new parks. After Hong Kong Disneyland opened in 2005, Shanghai Disneyland finally debuted in 2016 following 17 years of planning and construction, becoming Asia’s third Disney resort.

Shanghai Disneyland had a grand opening last year. Initially, it indeed attracted massive crowds, with tourists flocking from all over the country, packing the park to capacity. But in less than two years, the craze has faded. Nowadays, you can almost enter Shanghai Disneyland without queuing, and ride wait times only show “5 to 50 minutes.” The retail shops inside the park are also nearly empty. Just a year and a half after opening, visitor numbers at Shanghai Disneyland have rapidly declined. Why is that?

In reality, Shanghai Disneyland overestimated the spending power of mainland Chinese. The Nikkei Asia Review once randomly interviewed visitors to Shanghai Disneyland and found that their main complaint was the excessively high prices of food and merchandise inside the park—almost double what they had expected. Coupled with the vast size of China, visitors from distant provinces often incur additional transportation and accommodation costs, making it even harder to justify spending inside the park.

Moreover, the ticket prices at Shanghai Disneyland are also a burden for mainland residents. On holidays, tickets cost as much as NT$2,600 per person, far higher than Tokyo Disneyland’s single-day ticket price of NT$1,950. Even in economically developed Shanghai, the average monthly income is only about one-third of Japan’s. By comparison, Shanghai Disneyland’s ticket prices are simply too expensive.

Aside from the steep prices deterring visitors, Shanghai Disneyland has also been criticized for “poor employee service and operational standards.” According to the Nikkei Asia Review, at Shanghai Disneyland, there are often “scalpers” selling fast passes in front of popular rides. At bus stops outside the park, it’s common to see several middle-aged women eagerly trying to sell counterfeit Mickey Mouse hats to tourists.

Additionally, there are plenty of visitors who push and cut in line to get on rides, and people smoking while walking are a common sight. If a ride breaks down due to mechanical failure, crowds often start shouting, “Refunds!” Earlier this year, there was even the absurd incident where all the “decorative candy” held by a Donald Duck statue was taken by visitors. These kinds of things that only seem to happen at Shanghai Disneyland leave people both amused and exasperated.

The reason Disney has become a global iconic brand for theme parks is its ability to create a “non-everyday” magical atmosphere. Take the most profitable Tokyo Disneyland as an example: the pathways in the park are kept spotlessly clean, and it’s hard to find any signs of the real world like utility poles or buildings. Countless visitors experience close encounters with stars like Mickey, and even the janitors’ movements are full of charm. After feeling the warm hospitality of the cast members, guests are deeply drawn in by the “non-everyday” experience, leaving high praise and often becoming repeat visitors.

It’s clear that Shanghai Disneyland hasn’t yet mustered enough power to transport visitors to a magical realm, nor does it excel in service and hospitality. Add to that the recurring uncivilized behavior, and it means that visitors who come hoping to fully immerse themselves in a dreamlike experience are pulled back to reality before even getting a taste of Disney’s magic. Mickey Mouse, beloved worldwide, has suffered a setback in mainland China. It seems that for Disney’s charm to truly shine in China, both visitors and park operators need to work together—re-examining the true essence of the Disney brand.