Research on Cultural Integration and Consumer Experience of Generation Z in Shanghai Disney

Abstract

As a case of transnational cultural brand localization in China, dominated by Generation Z’s demands for immersive experiences and cultural authenticity. Based on the field theory, this study explores the relationship between the localization strategy of Shanghai Disney and the experience of Generation Z consumers. Through a mixed research method, including capital analysis and 119 questionnaires, it is found that the superposition of cultural symbols and the lag of digital services are the main contradictions. Gen Z is pursuing both global IP and deep local narrative. In this competitive competition, Shanghai Disney needs to deepen its cultural narrative and counter the technology-driven strategy of Beijing Universal Resort. The study suggests optimization strategies, including stratified pricing, partnerships in augmented reality (AR) technology, and the reconstruction of cultural IP. Ultimately, it extends the application of field theory to transnational brand localization, providing insights into balancing cultural authenticity, technological innovation, and market competition in the evolving Chinese market.