Page 15 - 迪士尼青少年團隊活動計劃 Disney Youth Programs

As one of the professors for USC Marshall’s PRIME course, a capstone course in the
Full-Time MBA Program, I have had the privilege of leading the section focused on the
entertainment industry in Asia. Our visit to Hong Kong Disneyland is always a highlight, but
this year’s experience went deeper than a behind-the-scenes visit and corporate presentation.

A team of five USC Marshall MBA students spent eight weeks working on a live consulting engagement
with Hong Kong Disneyland, culminating in a presentation of their findings to members of the HKDL
team when we visited in May. The project brief centered on franchise strategy, specifically how Hong
Kong Disneyland should respond to the rise of other character IP brands, which have captured young
Asian consumers through aesthetics and identity rather than traditional storytelling.
The students studied the competitive landscape, the Duffy & Friends IP, and the broader shift in how
fans in Mainland China and Hong Kong relate to character brands today. Their recommendation was to
transform Duffy & Friends into a full-cycle lifestyle IP through digital content, evolved merchandise, and
deeper in-park experiences, grounded in market data and a phased financial model, with a framework
that could scale to other character IP in the future.
Our visit began with an interactive session for all 39 students in the PRIME section, featuring David
Webb, Director of Consumer Insights, and David Koo, Director of Merchandise, who shared insights
into the park’s business, guest behavior, merchandise strategy, and the role of immersive experiences in
building long-term fan engagement. That discussion gave us valuable context before the five-student
consulting team presented its findings and recommendations, followed by a thoughtful Q&A with the
Hong Kong Disneyland team.

David Webb was an invaluable project partner, helping the students understand the strategic questions
facing the park and offering thoughtful guidance as they developed their analysis. Christine Ng, Senior
Youth Programs Director, has been a wonderful collaborator since we first began working together three
years ago. She helped build the relationship between USC Marshall and Hong Kong Disneyland, initially
connected us with Simon Ho, now CFO of HKDL, and played a central role in making this year’s visit and
consulting engagement possible.
The students were not simply learning about a global entertainment business from the outside. They
were engaged in exactly the kind of experiential learning that defines PRIME: analyzing a real strategic
challenge, developing recommendations, and presenting their ideas directly to industry leaders.
A heartfelt thank you to Christine Ng, David Webb, David Koo, and the Hong Kong Disneyland team for
creating such a meaningful and professionally rewarding experience for our students.

Scott Abrams
Academic Director, Full-Time MBA Program / Professor of Clinical Finance and Business Economics /
USC Marshall School of Business

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