One Brand, Two Worlds: Disneyland’s Glocal Storytelling on Two Social Media Platforms

This study explores how Disneyland conducts brand communication across different cultural contexts through social media platforms. Using Symbolic Convergence Theory (SCT) and Cultural Dimensions Theory (CDT) as the main theoretical frameworks, the research analyzes the top five most-liked videos from California Disneyland’s TikTok account and Shanghai Disneyland’s Douyin account. Through Fantasy Theme Analysis (FTA) and storyboard methods, the study identifies three shared rhetorical visions, Dream World, Emotions and Relationships, and Cultural Diversity, while highlighting key cultural adaptations. Findings reveal that although Disneyland maintains consistent brand values globally, it localizes storytelling strategies to fit distinct cultural expectations, balancing global consistency with emotional resonance in local markets. This research contributes to understanding how brands adapt narrative communication across cultures and offers insights for businesses aiming to navigate intercultural brand storytelling in the digital age.