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Disneyland Hong Kongs opening last fall was an important benchmark for Walt Disney, helping the US$46 billion entertainment giant transmit its message into the Chinese mainland with new-found effectiveness and appeal more directly to the hundreds of millions ofpotential Mickey enthusiasts. Yet. as president and CEO Robert lger has underscored in a flurry of recent media appearances and statements, the park is only the next step in the companys ambitious China strategy. Disney is exploring a wide array of initiatives, including the possibility of the Middle Kingdom getting its very own Magic Kingdom.