Pity the children of China: from toddlerhood onward, they spend almost every waking moment studying. Fun is for foreigners: Chinese children have no time for it.
But opinion polls show Chinese parents are increasingly concerned about this pressure – creating a nascent market for lessons that are both fun and effective. Enter Disney English, a chain of children’s English language schools launched in China by Walt Disney, the US media group.
Disney knows about fun and Chinese parents are aware of Disney so the language training concept has quickly caught on. Disney opened its first English school in Shanghai under two years ago, and it expects to have 20 open by year end, including two in Beijing.
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