One very successful idea that is created is the Disneyland.
So what is ‘Disneyfied’ ?
According to the article, the disneyizatoin of the society by Alan Bryman, he explained that disneyization is meant to draw attention to the spread of principles exemplified by the Disney theme park.
There are 4 trends of disneyization :
1) Theming - clothing institutions or objects in a narrative that is largely unrelated to the institution or object to which it is applied, such as a casino or restaurant with a Wild West narrative
2)Hybrid consumption - a general trend whereby the forms of consumption associated with different institutional spheres become interlocked with each other and increasingly difficult to distinguish
3) Merchandising - the promotion and sale of goods in the form of or bearing copyright images and/or logos, including such products made under licence
4) Emotional Labor - the promotion and sale of goods in the form of or bearing copyright images and/or logos, including such products made under licence
After conducting an in-depth research on Taiwan, I have spotted 3 ‘Disney’ places in the modern society of Taiwan.
1. E-Da World
E-Da world is a project by the E-United Group that hopes to be turn into Taiwan’s Disneyland. It has a 90-hectare shopping and entertainment consisting of Sky Lark Hotel, Outlet Mall and Theme park. The E-Da Theme Park is the biggest multi-functional theatre in Taiwan, it is located in Dashu Township, Kaohsiung County. I have spot this place as ‘Disney’ as the 4 trend of disneyization is found there and similar concept that is used in Disney is also used in E-DA theme park.
Theme:
The theme of the theme park is ancient Greek mythology. It is divided in 3 sub zone ; Greek Temple, Aegean Sea Village and Trojan Castle. With the theme in place, there are different ride design and infrastructure built to blend with it. Examples are like I-Ride panoramic flight and Giant Wheel.
Hybrid Consumption:
Upon arriving at the E-Earl’s District, there are spoilt of choices. Hotels, Malls and Theme park are available. Looking at the theme park itself, visitors does not only get to play the ride but also shop at the retail outlet who is selling Greek’s souvenirs and also may choose to sit down and relax at the Greek theme restaurant. Furthermore, night parades and shows are also performed in the theme park. These concepts of providing different consumption in a place are very similar to the concept use by Disneyland.
Merchandising
E-Da theme park has its own merchandise. Mascot and products that is significant to the theme park is sold as well. According to the article, E-Da Mascot are aimed to be as popular as Japan most famous mascot, Hello Kitty.
Emotional Labour
Being a theme park and aiming to reach as a Taiwan Disneyland, the staffs of E-Da definitely need to be friendly and have the ever-smiling facial expression. As a representative of the place or even Taiwan in future, the employees are an important asset to the place. They have to be fun and entertaining to blend in the theme park theme.
2. Hello Kitty Café
The second disneyfied that I have found is the Hello Kitty Café. This concept is imported from Japan. With this theme restaurant setting up in Taipei it has given a twist in the dining experience in Taiwan. The café does has successfully attract all ages of patron to visit and some even travel to Taiwan just for the purpose of it.
Theme
Nevertheless as the name suggest, the theme is Hello Kitty. In the restaurant from the décor to the atmosphere everything is purposefully built to meet the theme like having Pink as the primary colour.
Hybrid Consumption
In the café, one does not only get to enjoy the HelloKitty environment but also to eat and taste the most delicious food that is specially designed with Hellokitty theme by a 5 star hotel restaurant chef. In the café, one can taste the different style of cuisine. There are Japanese , France and Western Cuisine. On top of that, souvenirs are also available for sales.
Hence, it is difficult to distinguish the place as a restaurant or a museum or a retail outlet as its different institutional sphere has been interlocked.
Merchandising
Hello Kitty is a character that has been copyright, therefore, by bringing in the concept of Hello Kitty Theme Café it has to bear the license and copyright to use it.
Emotional Labour
As seen in the picture, the service provider is dressed up to blend in with the Hello Kitty Theme. Therefore, being a part of the café, they have an huge responsibility by not just serving their customer but also to bring out the theme by dressing up and also be part of the Hello Kitty fans. These appearance are being deliberately display to add in the mood of the theme.
3. Moe Moe Center
Moe Moe Center is situated in Taipei, Ximending. Ximending is also known as the ‘Harajuku of Taipei’. Out of the metropolitan business circle in Ximending, there sits the Moe Moe center. It is considered as a disneyization of the society in Taiwan is because the 4 trends of disneyization is found there.
Theme:
Moe Moe center is a hub for all the otaku lovers, it is like the smaller version of Akihabara district found in Tokyo, Japan where Japan Culture is rich. At Moe Moe center, Japanese cosplay, anime figurine, bookstore and cafe can be found there. The center is theme according to the Japan Anime.
Hybrid Consumption
In Moe Moe center, there is a wide variety of things sold which is related to the Japanese Culture. One can find retail outlet selling Cosplay Costume, Gothic Lolita and also bookstores selling Manga. Moreover, café is also found in the center. An example is the Manga-themed cafe. The Moe Point Cafe, allow visitors to experience a real life anime to be acting in front of them. The waitress are all dressed up almost exactly to what is found in the comic and behaving like the comic characters found in the comic. The guests are treated with royalty by addressing them as ‘Masters’.
Therefore in Moe Moe Center, there is a mixed of consumption available.
Merchandising
Being themed according to the Japanese Culture, its merchandise are all the Japan anime Figurines. Retails outlet and bookstore are all selling the product of Japan anime item.
Emotional Labour
Since the theme is selling Japan stuff, the service staff would have to dress up and act as if they are an Japanese Culture lover or an Otaku. One good example as mention above, is the Manga-themed cafe found in Moe Moe Center. In the cafe, the labours which is the waitress, they have to serve their guest like royalty addressing ‘Sir’ making silly mistake like what is portray in the comic. Hence, there is an deliberate display of a certain Japan Manga character for the labour involved in this service work to bring out the mood in the place.
References:
http://www.edaworld.com.tw/en/edathemepark.php
http://www.parkworld-online.com/news/fullstory.php/aid/1558/E-DA_World.html
http://focustaiwan.tw/ShowNews/WebNews_Detail.aspx?ID=201006160021&Type=aLIV
http://eng.taiwan.net.tw/m1.aspx?sNo=0002120&id=A12-00076
http://www.hellokittyjunkie.com/2010/01/12/hello-kitty-sweets-cafe-in-taipei/
http://www.sanrio.com.tw/news/hellokitty_sweets.html
http://www.taufulou.com/2010/07/13/hello-kitty-sweets-cafe-taipei/2/
http://www.hellokittyjunkie.com/2010/01/23/hello-kitty-sweets-cafe-goodies-from-taipei-taiwan/
http://www.channelnewsasia.com/stories/eastasia/view/326538/1/.html
http://www.ah-hong.com/travel/moe-point-xi-men-ding/
http://yukifu.net/tag/taiwan#moecenter
http://www.taipeitimes.com/News/feat/archives/2007/03/23/2003353560/2
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