All Ears at Disneyland

We enjoyed the last scheduled event of our study abroad program today when we met Disney’s top executive in Tokyo, Chris Fruean, who spent 90 minutes sharing with us his observations about Tokyo Disneyland.

We met at 5 p.m., which gave students time earlier in the day to sample different activities. About two-thirds of the group went with Dr. Araki to DisneySea, a $4 billion theme park aimed at a post-adolescent market. They emerged later with interesting stories, the latest stuffed bears and quite a range of remarkable head gear, as the photo below reveals.  Richard had a good time wearing his new adornment through the subway stations, drawing a few knowing smiles from commuters.

Sadie and Lauren couldn't wait to hear Chris Fruean.

The other group took a good hike through the northern side of the Ginza shopping district and across the adjoining Nihonbashi area to the Tokyo Stock Exchange. Most students were expecting to see the usual chaotic floor scene of active trading we’ve come to imagine about stock markets. But no. Instead, we entered the gallery area to look onto the floor to see a couple of dozen people sitting at stations monitoring electronic screens and large display boards revealing the up-to-the-second status of Japanese stocks. A museum inside the exchange offered an important look into the evolution of the operation over the past 100-plus years.

Another lesson: It’s a digital world now. All of the trades and transactions are handled electronically. Traders apparently don’t need to stake out space inside the exchange any more.  The most notable characteristic of the Tokyo exchange was its notable silence; the scene was well-ordered. We should have known.  If nothing else, certainly, the digital look reminded us of the power and ubiquity of digital networking. What would happen to the global system — if not the global economy — if the Internet were to go down?

Back to Chris Fruean, Disney’s director for marketing and participant affairs in Tokyo.  He described in some detail Disney’s relationship with Oriental Land Company, the firm that actually owns and operates the Disney parks. The Disney people, he said, are there to oversee the brand, to promote sales, and to provide Disney-style methods, or best practices.  The Disney folks are obviously highly involved; we could deduce that from his comments. But the relationship is different from the Disney-owned and operated parks in the United States.

He offered a few examples of how situations vary in Japan from the U.S. model. For instance, he noted, the points of entry in popularizing Disney-brand products in America are films that introduce characters, providing a back story. By the time most consumers get to know Aladdin, for instance, they’ve seen the character in a movie.  (Pardons to those who caught an earlier misspelling.)

In Japan, though, the point of entry is the park itself. Consumers meet characters there and perhaps buy the goods. “Anything new, if not in the park, it’s not going anywhere (in sales),” he said.  Once people meet a new character in the park, though, they are more apt to follow up by going to a film. There are no doubt many causes and effects involved in such practices, and they are worth exploring academically. But since this blog item is long enough already, we’ll stop there.  We should note, though, that Mr. Fruean is fluent in Chinese, thanks to his studies and work there earlier in his career. The Disney office in Tokyo, he said, has 10 excellent interpreters.

We should note, though, that tomorrow is our last day. It’s reserved for academic research,  final shopping and finding ways to cram everything — including new stuffed Disney characters — into suitcases.

We’ve done a lot, studied some of it, talked too much (in English), made friends more thoroughly, been responsible for more than a few goofs, crooned a few awkward karaoke songs, marveled at the kindness and courtesy implicit in Japanese daily life,  and perhaps absorbed some important lessons that will prove even more valuable over time. If we’re lucky, we’ve learned more about ourselves.

Probably a few in the group have even toyed in their minds with the idea of trying to get a job teaching English here some day. Or working for a media company.

We’ll have a lot to think about on the flight home. (A hot bowl of fresh ramen comes to mind.)

Gray picked up a free calendar at the Tokyo Stock Exchange and looked for future investments.

Summer, Nick and Damion checked out a shopping center near the train station at the Disney parks.

This display caught our eye in a department store in the Ginza district. It commemorates the annual hina matsuri, or doll festival for the March 3 Girls Day holiday.

Close-up of a musician doll.

Advertisement