The spires of a Magic Kingdom castle stretch skyward at Shanghai Disneyland. [Photo/IC]

"Our research showed that although the Disney brand is well-known in China, most Chinese people only know characters like Mickey Mouse and Donald Duck," Chien said. "So we hope that through our work, we can introduce more of Disney's characters and stories to Chinese consumers."

Fortunately for the company's marketers, Chien and his team found that expectations for the new resort are running high among would-be Chinese visitors. Many believe it will provide a one-of-a-kind theme park experience.

One slogan used to promote the park is "Authentically Disney, Distinctively Chinese." This catchphrase is based on extensive market research, and is meant to reflect the desire of many Chinese for an experience that both resonates with their culture and also captures the essence of Disney's trademark magic.