The 'Disney' in Yogya

The concept of Disneyization mentions that the world is increasingly growing into a place with characteristics of a Disney theme park. It can be said that Disneyization is a form of product of globalization and tourism. As countries try to boost their tourism industry, little did they realize that their attractions are becoming similar to those of the Disney Theme Attractions? Here looking at Yogyakarta, I’ve spotted the Disney in the city.

Looking at the dimension of Hybrid Consumption, Yogya is now filled with shopping malls that provide different forms of consumption that supposedly belong to other forms of institutions. Shopping, eating out, gambling, and visiting the cinema and entertainment can all be consumed under one roof, which is similar to how services and facilities are made available to a Disney theme park.

Inside Malioboro mall

Let’s take the Malioboro Mall, one of the city’s most visited malls. The mall is located in the heart of Yogyakarta, with the Palace right around the corner. It is the most patronized mall because all the hotels and lodging places are surrounding the area. In the mall, there is a big department store known as the Matahari Department Store, where one can get all the necessities from. A large supermarket is also available for one to choose and buy the luxuries required. There is also a section totally focused on books. Bookworms can head down to Periplus bookstore to just choose and read with the company of other avid readers.

In terms of fast food, one can find the likes of McDonald’s, KFC and Pizza Hut easily in the mall. The mall is also known for its hair parlors, and selling popular international brands like Nike, Reebok and other fashion brands. One can also found a coffee shop in the mall. And to top it off, a cinema along with other entertainment products can be found at the top level.

Looking at all these kinds of products being in one place, we can see the Disneyization has somehow occurred. Hybrid consumption means forms of consumption associated with different institutional spheres become interlocked with each other and increasingly difficult to distinguish. This is exactly how it looks like not in Malioboro mall, but all the other malls in Yogya. This city may be a culturally rich place, but it is not losing out in terms of being a one stop shopping centre to boost its tourism economy.

Another dimension that I would look into is the growing trend of branding or merchandising. Merchandising is the promotion or sale of goods bearing copyrights, and this is a growing trend in Yogya.

The products that come about from the culture of Yogya has increasingly been made into souvenirs, merchandised and sold to tourists. Items ranging from such local handicrafts as batik, rattan ornament, leather puppet, bamboo handicrafts (key holder, ornament lamp, and others) as well as Blangkon (Javanese / Yogyanese traditional cap) and silver goods to general little things. Many locals have been making use of the authentic objects of Yogya to sell and make a profit.

If you walk along the stretch of road in Malioboro Street, there are endless numbers of souvenirs shops, most of which have the word ‘YOGYAKARTA’ printed as a form of branding and copyright. Besides, items that have no cultural value, such as t-shirts, pants, mugs and even tissues are now increasingly being sold as souvenirs. More locals are now able to get branding on their merchandises and Yogya is now not only a place for culture and traditions, but also a souvenir haven.

Thus, we can see how Disneyization has affected such a beautiful city like Yogyakarta. Not that it is a bad effect; it is just one of the effects of tourism. If Yogya were able to keep the authenticity of the province intact, it may affect their economy and tourism industry negatively. Hence I feel that Disneyization is a process that attractions undergo to succeed. The success and popularity displayed by Disney Theme Parks clearly shows why every other attractions wants to be like them. Nevertheless, Yogyakarta’s ability to balance both the past and the present essence of their culture and modern lifestyle shows how amazing the city is.