The China Center for International Economic Exchanges (CCIEE) released a research report looking at how Shanghai Disney Resort was built and shaped by the concept of “Authentically Disney, Distinctly Chinese.”

“Authentically Disney, Distinctly Chinese”

Shanghai Disney Resort opened in 2016 and will celebrate its 10th anniversary this year. The “Authentically Disney, Distinctly Chinese” mantra was introduced by then-CEO of The Walt Disney Company Bob Iger at the resort’s groundbreaking on April 8, 2011 — 15 years ago.

Shanghai Disney Resort said the phrase “defined the resort’s approach to guest experience, community engagement, and cultural exchange.”

Titled “Authentically Disney, Distinctly Chinese – A Successful Example of Foreign Investment Localization – A Case Study of Shanghai Disney Resort’s Ten-Year Development,” the report is the first half of The Walt Disney Company China Impact Report. CCIEE will release the rest in the second half of this year.

The study examines how “Authentically Disney, Distinctly Chinese” has been integrated into every facet of Shanghai Disney Resort’s journey from architectural design and celebrations to cast members and community engagement.

“Since the day it all began at Shanghai Disney Resort, we have been dedicated to creating a place where the magic of Disney blends with the profound beauty of Chinese culture, resonating with guests and fans from near and far,” said Andrew Bolstein, President and General Manager of Shanghai Disney Resort. “The ‘Authentically Disney, Distinctly Chinese’ vision has been woven into every detail of the guest experience to build deep emotional connections with our guests. We are grateful to the China Center for International Economic Exchanges for their comprehensive study of the resort’s decade-long journey of growing together with Shanghai, the culture and tourism industry, our guests, and the broader community. We hope this report can serve as a practical reference for advancing cultural tourism development and sustainable community engagement in the years ahead.”

The report was released at a ceremony attended by leadership and representatives of Shanghai Disney Resort, CCIE, Shanghai Municipal Development and Reform Commission, the Shanghai Municipal Administration of Culture and Tourism, Pudong New Area Culture, Sports, and Tourism Bureau, the Administrative Commission of Shanghai International Resort, and Shanghai Shendi Group, as well as culture and tourism experts and scholars.

“As Shanghai Disney Resort marks its tenth anniversary this year, this study provides a record of a significant journey in cross-cultural collaboration,” said Pan Feng, Council Member at China Center for International Economic Exchanges, President of Europe-China Economic Cooperation and Development Council. “The resort’s consistent adherence to the ‘Authentically Disney, Distinctly Chinese’ principle offers a compelling blueprint for how international brands can successfully integrate into the Chinese market. It demonstrates how a brand can drive economic growth, foster community, champion sustainability, and become a cherished part of people’s lives.”

The Shanghai Disney Resort 10th anniversary celebration began last month with a variety of special entertainment. The Mickey’s Storybook Express Parade has added a pre-parade featuring Duffy and Friends and a Zotoopia unit. The “Heart of Magic” stage show debuted on the upgraded Enchanted Storybook Castle stage. Check out the 10th anniversary merchandise and limited-time food.

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