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Home >> Life
UPDATED: 13:11, February 20, 2007
Feature: Lunar new year, a golden chance for Mickey to win hearts of Chinese
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Lunar new year is now a golden chance for Hong Kong Disneyland to win the hearts of Chinese as the theme park tries its best to woo its Chinese guests in the most important festival of Chinese people, which started this week.

According to Chinese tradition, Lunar new year celebration starts from the first day of the first lunar month which falls on Feb. 18 and lasts almost two weeks until the Lantern Festival on March 4.

However, Hong Kong Disneyland's Lunar New Year celebration begins as early as the beginning of February with all the lucky flowers and colors being employed to make the guests feel the park an ideal place to celebrate the traditional Chinese holiday. Orange trees, narcissus, red crackers and Disney characters in traditional Chinese outfits make the theme park soaked in holiday atmosphere.

James Walker, a visitor from the United States, said he chose to visit the park during the Spring Festival holiday because he wanted to taste the flavor of celebrating traditional Chinese new year in an American theme park.

However, Mr. Wang, a businessman from Shanghai who chose to take his family to celebrate Lunar new year in Hong Kong, said his family visit Hong Kong Disneyland during the holiday because that is the only spare time he can find.

"Visiting Hong Kong Disneyland is a very important schedule because my ten-year-old daughter is a fan of Mickey though I was worried about the crowds during the holiday", he admitted.

"I've heard that the park refused ticket holders last Spring Festival because there were too much people in the park. But I thought they may try to do better this year since they made a mistake last year", he said.

He is right. The park has learned its lessons. According to a spokeswoman from the park, if the park is full packed during the Chinese New Year holiday, they will let guests know before they get to the entrance and if they have already arrived at the gate they will be provided with other kinds of entertainment around a nearby lake to avoid any incident of refusing guests. Besides, the opening time of the park will be extended during the holiday to meet the demands of visitors.

The park said it received 5.2 million visitors in 2006 and 40 percent of them are visitors from Chinese mainland, which means mainland market is promising and lucrative to the theme park.

Bill Ernest, the Managing Director of Hong Kong Disneyland, said his team is taking series measures, including reviewing their marketing strategy, to improve the park's performance in Chinese market.

However, for an American theme park having landed in China for less than two years, to be accepted by the market is not a small challenge and providing a happy experience to its Chinese guests during Lunar new year is perhaps a smart move.

Source: Xinhua


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