Disney's new character LinaBell meets with visitors at Shanghai Disney Resort on October 7, 2021. /CFP


2021年9月29日，“达菲家族”的新成员——一只粉色小狐狸——在上海迪士尼全球首次亮相。


小狐狸大名玲娜贝儿，人送外号“川沙妲己”（上海迪士尼乐园位于上海市浦东新区川沙镇）。


在迪士尼的设定里，玲娜贝儿是小熊达菲在森林迷路时遇到的狐狸侦探，用随身携带的放大镜帮小熊达菲找到了回家的路，而达菲则是米妮送给米奇的一只玩偶小熊。


目前为止，这只没有在任何迪士尼动画作品里出现过的小狐狸，仅凭着可爱的外型和迪士尼园区内的人偶互动，已经数十次登上微博热搜；她初次亮相的“全球首秀之舞”直拍在短视频平台上一天内收获千万播放；截至 11 月 19 日，微博话题#玲娜贝儿#的阅读量已超过4亿次；她的周边产品总是缺货，甚至在二手平台上能溢价十倍；上海迪士尼乐园的园区内，希望与玲娜贝儿合影互动的游客大排长龙……


为什么会这样？


China's newest online sensation is a pink fox called LinaBell, who resides in Shanghai Disneyland Resort.


After making her debut on September 29, the life-size plush animal has taken the Chinese social media. On Weibo, China's Twitter-like platform, the hashtag of LinaBell had amassed over 430 million views by November 19.


Unlike other Disney characters, LinaBell has never been on the big or small screen. She's not in any cartoon series or movie and doesn't have a full backstory. All we know is that she met Duffy, Mickey Mouse's teddy bear gifted to him by none other than his sweetheart Minnie, in the forest and helped him find his way home, according to Disney's introduction video of the character. Despite her fuzzy history, the fluffy character has gone to conquer the hearts of many Chinese.


But why?


New merchandise related to Disney's new character LinaBell. /CFP


“顶流女明星”走红的背后……


玲娜贝儿的走红不能说是偶然。


在迪士尼的设定里，玲娜贝儿是一只好奇心满满，拥有丰富自然知识的小狐狸。而在这个人设之外，更多人是被其毛绒绒的外型，和互动中展现出来的独特个性所吸引。


在上海迪士尼乐园里与玲娜贝儿互动的视频在网络上随处可见。在这些简短的片段里，由工作人员扮演的小狐狸会通过富有表现力的肢体语言与每一位游客交流：在“上班”路上为自己打气，假装接过粉丝的礼物并发放糖果，听到游客抱怨买不到周边产品时无实物表演打电话催货……


当然，玲娜贝儿也不会一味迎合游客的要求。遇到叫错自己名字的游客，她会一板一眼地纠正。面对游客不文明的举动，小狐狸甚至会佯装“拔剑相向”。


勇敢、敏锐、活泼……这些特质让玲娜贝儿迅速在中国年轻女性的群体中引起共鸣。


A lot is working for LinaBell. Disney says she's "a fox with an inquisitive mind and the intelligence that supports it," but those who've come to know her say they were swooned by her unique personality and endearing appearance.


Footage of meet-and-greets with the pink fox are all over the internet and LinaBell can be seen communicating with every visitor through expressive body language. She corrects those who mispronounce her name, shows love for those queuing up for hours to meet her and hands out free candy. She's been called witty, sharp and fun-loving.


LinaBell waits to meet with her fans at Shanghai Disney Resort on October 25 ,2021. /CFP


"I feel cured by LinaBell, I watch her videos every night before bed. I even got an annual pass to Disney just for her," wrote a blogger called "Dobby." She posted a video of her talking to LinaBell on her account on social media platform "Little Red Book" and received 15,000 likes.


LinaBell's brave, detective-like talents and approachable personality resonate with young Chinese women and her memes are also popular among mostly Gen Zers.


尽管面世还不到两月，这只长相甜美，拥有大尾巴，能通过丰富的肢体动作表达情绪的小狐狸俨然已经成为了上海迪士尼的“当家花旦”。


超高的人气让上海迪士尼乐园不得不出台了“同款周边产品每人每次购买不得超过两件”的规定，但各类“代购”仍屡禁不止。许多人气明星和网红博主也乐于在社交网络上分享玲娜贝儿相关信息，甚至出现了不少专门拍摄记录玲娜贝儿日常互动的短视频账号。


大量的相关信息和被动出现的“饥饿营销”，更加速了玲娜贝儿的形象传播。


最成功的“中国限定”？


玲娜贝儿在上海迪士尼乐园初登场，她也是“达菲家族”系列中第一个在中国大陆完成首秀的角色。在明年亮相东京和香港两地的迪士尼乐园之前，游客们只能在上海与她线下见面。


作为一只“土生土长”的中国狐狸，玲娜贝儿甚至被发现能听懂几种不同的中国方言。


Visitors to Shanghai Disneyland were the first people to meet LinaBell as she made her global debut from the Chinese city. LinaBell is the first Duffy Friend to debut at a Disney resort on the Chinese mainland. Next year, she will go to Tokyo DisneySea and Hong Kong Disneyland.


As a "locally born and bred" Chinese fox, LinaBell can understand different Chinese dialects beyond that of Shanghai, and can communicate with visitors from different parts of China.


LinaBell and Gelatoni dance at Shanghai Disney Resort's Halloween Parade on October 28, 2021. /CFP

“我们不只是在中国建造一座迪士尼乐园，而是建造一座中国的迪士尼乐园，”华特迪士尼首席执行官Bob Iger（鲍勃·艾格）在上海迪士尼乐园正式开门迎客那天这样说道。


迪士尼为本土化做出的努力，是其在中国受到欢迎的一个重要原因。与巴黎和香港相比，“既具有原汁原味迪士尼风格，又具有中国文化特色”的上海迪士尼在经济上取得了巨大成功。


"We didn't just build Disneyland in China. We built China's Disneyland," said Walt Disney Chairman and CEO Bob Iger at Shanghai Disney Resort's official opening on June 16, 2016.


Disneyland Shanghai welcomed over 11 million visitors during its first year of operations, and around half of the park's visitors came from outside Shanghai, Iger said in 2017.


Disney's localization efforts, including the company's IP products and related merchandise have been a factor in its popularity in China. Using "Authentically Disney, Distinctly Chinese" as a slogan, Shanghai Disneyland has been a considerable financial success compared to Paris and Hong Kong.


相较于米老鼠、唐老鸭等迪士尼经典的卡通形象来说，玲娜贝儿还是太“年轻”了。她的走红与当下的一些流量偶像确有相似，是好皮囊与好性格的结合。而她面临的“事业瓶颈”大概也能以小偶像们做参考：


1. 缺乏代表作——动画故事；

2. “饭圈”乱象——网络上已经出现为博眼球而在互动中哗众取宠的“职业粉丝”。


当然，这些都是“女明星”背后团队需要操心的事情。作为一个卡通人物，玲娜贝儿会持续对每一个向她投射爱意的人报以温暖的回应。


你喜欢这只小狐狸吗？

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