The Walt Disney Company is sending its most cherished personalities on a teaching mission to China.
Mickey Mouse, Winnie the Pooh and the Little Mermaid are among the famous characters at the centre of the curriculum in new language schools, to be built by Disney in China.
The company has already run a trial with 11 schools, and plans to expand to 150 schools in the next five years. The schools offer children two hours of English language tuition a week, at an annual cost of $2,200 to parents.
Russell Hampton, President of Disney Publishing Worldwide, denied it was merely a cynical attempt to promote the brand.
Speaking to the Financial Times (London), however, he said that there was "no doubt that a side benefit is broader exposure to Chinese consumers and to build familiarity with the rich heritage of Disney storytelling."
China now represents the biggest English language-teaching market in the world, making it ripe for western businesses to profit. The Disney school scheme is expected to bring the company $100 million in revenue.
The news coincides with the announcement that the Beijing government is pushing to make over 60 percent of the city’s workforce proficient in English.
According to a report in The Global Times, the drive is intended to transform the Chinese capital from "a city well-known for its culture" into "a world city."
Proposed government programs will cover everyone from kindergarten age upwards, with compulsory English classes for all public workers under 40.
12 July 2010
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