Author(s)

Hetong Wang

Corresponding Author

Hetong Wang

Abstract

This paper investigates the commercialization practices and revenue models of the Marvel Superhero Universe IP within Chinese theme parks, with a particular focus on its integration into Shanghai Disneyland. The research systematically analyzes the content presentation, consumer pathways, and profit structures of Marvel IP in Chinese parks, highlighting the localization strategies and unique market adaptations necessary for its success in China. The paper explores the cultural acceptance and commercial monetization capacity of Marvel IP in the Chinese market, offering valuable insights for the future development and strategic positioning of domestic IP in China. Through examining how Marvel integrates into the Chinese cultural context, including localized adaptations and consumer engagement, this study provides a critical perspective on global IP localization and offers practical guidance for the development of China's cultural and creative industries. The findings contribute to a deeper understanding of the intersections between cultural identity, intellectual property, and commercial success in the rapidly growing Chinese theme park sector.

Keywords

Intellectual Property (IP) Commercialization, Theme Parks, Localization Strategies