How Mickey Mouse seized the cheese in China

The success of Disney English language centres in China illustrates how companies can tap into a rising middle-class market by retaining iconic branding and adapting their product to suit the local market.

Most of us grew up with Mickey and Minnie Mouse. We learned some elements of romance from Lady and the Tramp and we were terrified about lying thanks to Pinocchio. Snow White and the Seven Dwarfs told us to help others and Bambi instilled a fear of hunting. No matter what Disney film you name, it isn’t hard to find an underlying moral message. The fact is we learned something about life from Disney. But feel-good moral messages set aside, would you consider Disney a reliable source for learning English?


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