(ECNS) -- Hong Kong Disneyland Resort is seeking to attract more visitors from mainland cities in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) as interactive merchandise experiences gain popularity, the resort said Thursday.
At a merchandise showcase in Hong Kong, traditional souvenir purchases accounted for a smaller share of merchandise sales as immersive, interactive experiences gained traction among local residents and tourists, according to the resort.
Ouyang Ziwei, senior manager of retail operations and merchandise visual design at Hong Kong Disneyland Resort, said the park's popular lucky gold-panning bucket activity had attracted more than 70,000 visits since its launch in April through the end of September.
The activity accounted for nearly 90% of merchandise revenue in Grizzly Gulch, a themed area of the park, and helped boost year-on-year revenue from the Chip 'n' Dale merchandise collection by more than 15%, demonstrating visitors' growing interest in interactive shopping experiences.
Hong Kong Disneyland has also stepped up efforts to attract visitors from the GBA mainland cities while developing its local market. During this year's Tmall 618 Shopping Festival, the resort ranked sixth on the e-commerce platform's list of most popular brands. Visits by mainland students holding Magic Access annual membership passes rose more than 25% year on year.
The resort has incorporated local cultural elements into merchandise based on Disney intellectual property, including its characters and stories. Its Hong Kong nostalgia-themed collection has received a positive response, and the resort plans to continue blending Hong Kong culture with Disney stories.
Later this year, Hong Kong Disneyland will roll out more limited-edition merchandise, including Marvel-themed products and items marking Mickey Mouse's birthday. The resort aims to capitalize on seasonal celebrations and interest in films to stimulate tourism-related spending.
(By Tang Yuxian)
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