Disneyization in Japan

There are 4 aspects of Disneyization. They are theming, hybrid consumption, merchandising and performative labour.

Theming

Clothing institutions or objects in a narrative that is largely unrelated to the institution or object to which it is applied, such as a casino or restaurant with a Wild West narrative.

In Japan, there are cafe which are themed as “maid cafe”. In this maid cafe, all the service staffs in the cafe will dress like maids and serve their guests. This goes to show that Japan has adopted the themeing aspect of Disneyization.

One example of themed cafe in japan

Hybrid Consumption

A general trend whereby the forms of consumption associated with different institutional spheres become interlocked with each other and increasingly difficult to distinguish.

For example, in Tokyo Disneyland, besides the themepark, there are retail shops for visitors to walk around and purchase gifts. There are also restaurants that are available for dining and also accommodation for consumers to stay longer in this attraction. Therefore this shows that Japan has adopted the hybrid consumption of Disneyization.

One example of Tokyo Disney resort Hotel

Merchandising

The promotion and sale of goods in the form of or bearing copyright images and/or logos, including such products made under licence

In Japan, there are merchandise sold in the shape of kimono for example keychains that are carved to look like kimono or where the locals hand knit mini kimono keychains. This can promote their culture and tradition whereby visitors can purchase them. This goes to show to show that Japan has adopted the merchandise aspect of Disneyization.

One example of a kimono keychain merchandise.

Performative Labour

The growing tendency for frontline service work to be viewed as a performance, especially one in which the deliberate display of a certain mood is seen as part of the labour involved in service work.

The service staffs in japan provide very good service as they have a certain expectation to make when they are serving guest. One example is from the video of the maid cafe, the service staffs are suppose to deliver a certain mood and service. They have to greet with specific words, smile etc. This goes to show that Japan has adopted the aspect of performative labour of Disneyization.