Inside Shanghai Disney Resort’s First Decade of Storytelling and Expansion

Inside Shanghai Disney Resort's First Decade of Storytelling and Expansion

As Shanghai Disney Resort marks its 10th anniversary, the milestone reflects both the strength of a bold vision and the enduring connection guests have built with the destination.

Brought to life through close collaboration with partners in Shanghai, the resort opened in 2016 as Disney's first destination in the Chinese Mainland - envisioned by former Disney CEO Bob Iger to be "authentically Disney and distinctly Chinese."

In the decade since, Shanghai Disney Resort has grown into one of Asia's most popular entertainment destinations, defined not only by its scale - from the Enchanted Storybook Castle to eight immersive themed lands - but by the way guests have embraced it and woven it into the milestones and memories of their lives.

As the resort celebrates this yearlong anniversary honoring the shared role guests, cast members, and Imagineers have played in its success, Andrew Bolstein, President and General Manager of Shanghai Disney Resort, reflects on the first 10 years - and what lies ahead - in the conversation that follows.

This year marks the tenth anniversary of Shanghai Disney Resort. What has defined its first decade?

What stands out most from the past decade is how quickly guests made Shanghai Disney Resort their own. We're incredibly proud of what the resort has achieved since opening in 2016, including welcoming our 100 millionth guest visit in October last year, in just over nine years of operation.

But our success isn't just about attendance. Just as important is how guests feel about their experience with us. Over 90% of guests rate their Shanghai Disneyland experience as good or excellent, which speaks both to the scale of our popularity and the quality of the experience we deliver every day.

Beyond the numbers, one of the clearest signs of Shanghai Disney Resort's success is the connection guests have built with Disney stories and characters here. Over the past decade, we've welcomed many millions of returning guests, and that continued engagement reflects the real relationships guests have formed with the resort.

As we celebrate our 10th anniversary this June, we are filled with gratitude. We would not be here without our guests, fans, cast members, and Imagineers. That's exactly why our year-long "10th Birthday Celebration" is themed "With You, It's Magic+." It reflects the idea that the magic of Shanghai Disney Resort has always been created together with everyone who has been part of this journey, and serves as a heartfelt tribute to the shared successes and emotional connection we've experienced together over the past decade.

Shanghai Disney Resort has expanded significantly over just a decade - adding two themed lands (with another on the way), two more hotels in development, added ride capacity, several new shows, and an expansion of Disneytown. What has supported all this growth?

We continue to see encouraging demand for themed immersive entertainment in China and, just as importantly, strong guest enthusiasm for the new experiences we introduce at Shanghai Disney Resort. That demand gives us confidence to keep investing in the future and expand the resort in innovative ways.

This growth has also been driven by the unique, high-quality experiences we create for our guests, establishing Shanghai Disney Resort as an ideal destination for multi-day visits in a region with growing demand for premium travel and leisure.

Most importantly, none of this would have been possible without the creativity, dedication, and commitment to excellence of our cast members and Imagineers, who bring our offerings to life and continue to earn guest trust, appreciation, and loyalty.

How essential are innovative ideas to the resort's success?

Whether it comes from the bold, creative thinking of our Imagineers or from operational improvements that make the guest experience smoother, we're always looking for ways to keep evolving and making the experience better for our guests.

A great example is Zootopia, which reflects the power of Disney's creative synergy what we often describe as the "Disney flywheel."

Bringing together world-class storytelling, beloved characters, and immersive themed entertainment, we created the world's first and only Zootopia-themed land. It's quickly become one of our guests' most beloved experiences since its opening two-and-a-half years ago, and shows how we can turn a popular story into something completely new and tangible for guests.

Another example is LinaBell, a fan-favorite character developed and debuted at Shanghai Disney Resort. Introduced in 2021 as part of the Duffy and Friends franchise, she quickly became a cultural phenomenon, resonating strongly with guests and fans, and has since expanded to other Disney parks in Asia, and has made appearances at global fan events.

Innovation also extends into daily operations - from a redesigned main entrance to new turnstiles that have significantly improved park entry - so that whether through breakthrough entertainment, locally inspired characters, or operational excellence, it remains central to how we create magic for our guests.

From its opening, the guiding ethos of Shanghai Disney Resort - as defined by former Disney Chairman and CEO Bob Iger - is "authentically Disney and distinctly Chinese." How has this factored into the resort's offerings? 

When we first announced that we would be creating a resort in Shanghai, we knew we wanted to do something truly special. It was important to us to respect local culture and traditions from the get-go by embedding elements throughout the resort's design and experiences, while delivering on the storytelling that defines Disney. It has informed every decision we've made - from design and construction to daily operations and beyond - and I believe, it's one of the main factors that has shaped our success.

Throughout the resort, you can see carefully integrated Chinese elements - from the golden peony atop the Enchanted Storybook Castle to the Garden of Twelve Friends, our landscaping echoing classical Chinese gardens, and the celebration of traditional festivals such as Chinese New Year and Mid-Autumn Festival. We also honor Shanghai's local heritage by incorporating the traditional Shanghai Huju Opera into our popular castle stage show, as well as incorporating local, seasonal farm-grown ingredients into our food and beverage offerings, and much more.

Shanghai Disney Resort's "authentically Disney, distinctly Chinese" experiences resonate deeply with local audiences, and also attract guests and fans from around the world who treasure the unique cultural fusion they find here.

What does that say about the unique ability of Disney stories to travel across borders and cultures?

Disney stories are rooted in values that are universally understood and deeply felt - hope, courage, family, friendship, love, and the belief that good can triumph. Those themes transcend language and geography, which is why Disney stories continue to resonate with audiences everywhere.

Over the last decade, how has the resort become part of the local community? 

Shanghai Disney Resort has become woven into the fabric of life in Shanghai. From the earliest stages of development through to our operations today, we have made a positive impact not only on the theme park sector but also across a broad range of industries, from design and construction to culture, service, and tourism.

Drawing on Disney's 70+ years of experience operating some of the world's leading theme park and resort destinations, as well as our tradition of excellence in guest service, we have helped set new benchmarks that raise overall industry standards. Along the way, we have created tens of thousands of direct and indirect job opportunities and provided training and development opportunities for young talent, helping to shape the generations to come.

We are also proud to have incorporated some of the finest elements of local culture, including many distinctive influences from Shanghai, into beloved Disney experiences. From architectural design to traditional artistic performances, and even the local Shanghai dialect, these cultural touches all come together to create a unique experience that can only be found at Shanghai Disney Resort.

What do you hope the next 10 years bring for Shanghai Disney Resort?

We are incredibly optimistic about the future of Shanghai Disney Resort - and what excites us most is how much opportunity there still is to grow. We remain ambitious about the role it can continue to play in this market, and have several exciting projects underway that reflect our long-term confidence in the resort's future.

Among them is our new Spider-Man-themed land, which will become the ninth themed land at Shanghai Disneyland. A couple of weeks ago, the project reached another important construction milestone with the installation of the final piece of ride track for the land's high-energy coaster, bringing the attraction one step closer to completion.

We are also expanding our hotel portfolio, adding more options for guests to stay as they enjoy multi-day experiences with us. We just announced the name of our third hotel at our anniversary celebration event, the Disney Enchanted Star Hotel. Construction is progressing on schedule, and the hotel is set to open this winter, welcoming guests to a distinctive new vacation experience. Additionally, early preparation work has begun on our fourth themed hotel and associated Disneytown expansion.

Looking ahead, what excites us isn't just the expansion pipeline - it's the opportunity to keep bringing more Disney stories to life for our guests in Shanghai. We will keep introducing new experiences that give guests more reasons to keep returning. By bringing together our beloved stories, characters, creativity, and experiences from across the company, we can continue to unlock new possibilities for Shanghai Disney Resort.

We believe the next decade will be defined by continued growth, innovation, and storytelling. By combining the best of Disney with experiences that resonate locally, Shanghai Disney Resort will continue to evolve as a one-of-a-kind destination, creating even more unforgettable memories for guests in the years ahead.