Opinion / Fernando Augusto Pacheco
Press start
Theme parks are a formative soft-power tool: visiting one is often a child’s first experience of a country or region, its culture and image. Take Disney’s offerings: they are one of the first things that come to mind when I think of the US. I remember the pop-culture rush in my veins when I visited Walt Disney World in Orlando as a 14-year-old. The gift shops and snacks of giant smoked turkey legs were all very exotic to a Brazilian.
Now Japan is using one of its most recognisable global brands to get in on the act. After a number of coronavirus-related delays, Super Nintendo World has opened in Osaka, inside Universal Studios Japan. The theme park, which cost more than €484m, is everything you would expect from a reimagining of the Nintendo video games world – you’ll find me checking out what a real Mario Kart ride looks like and taking a slow trip on Yoshi’s train. Its launch was originally planned to coincide with the 2020 Olympics but continuing travel restrictions mean that, for now, only Japanese residents will be able to visit. Yet the park has the potential to pull in international visitors, which can only be a boon for the country’s global image. There are already plans for overseas expansion, with branches expected to open in Los Angeles, Orlando and Singapore.
The new opening should also offer a glimmer of optimism for the wider outdoor-entertainment industry. From Dollywood, near Nashville, to France’s Astérix Park and your city’s funfair, theme parks have been sorely missed during the pandemic. Their revival is one way for countries and cities to once again put their best foot forward – and for all of us to enjoy a welcome bit of youthful fun.