A kinder, gentler Universal Studios Japan

by Chris MaGee

Japan Probe has posted a story today that ran recently in the Wall Street Journal about how Universal Studios Japan has since 2003 been slowly been shifting its focus away from the shock and awe Hollywood movie tie-in rides towards a focus on kinder, gentler attractions catering towards women and children. Unlike the Terminator, Jurassic Park and Jaws rides that opened the park in 2001 Universal Studios Japan executives have begun the “Happy Harmony Celebration” parade, started up Muppets and white tiger cub musical shows and have negotiated to have the pinnacle of Japanese kawaii culture, Hello Kitty used in park events and promotions. The changes seem to be working. The park is enjoying increased profits and visitor reactions are positive. “I used to think [Universal Studios Japan] was for adults,” says a woman who has visited the park three times with her husband and 10-year-old daughter, “but I’ve found it’s great for the family.”