The newest example of Peanuts theming in Asian LBE markets is ‘Snoopy Garden,’ a 20-acre, nature-experience garden in Songdang-ri, Gujwa-eup, Jeju, South Korea, was opened on July 17, 2020 by SN Garden, an eco-friendly development and planning company.
‘Snoopy Garden’ is a natural experience theme garden designed to embody the comic strip ‘Peanuts’ by American cartoonist Charles M. Schulz. Jeju’s natural beauty is enhanced with Peanuts elements, all encouraging visitors to enjoy the space around them and to spend time as Snoopy would – relaxing. Features include both an indoor space highlighting the Peanuts characters’ relationships, and an outdoor garden where visitors can experience the elements of specific comic strips, including themes of adventure, trouble, courage, and love.
The indoor component features five different halls, each focusing on the Peanuts characters’ relationships to one another, as well as specific stories pulled directly from the comic strip. Other elements include a courtyard, a roof garden, a Peanuts shop, and Café Snoopy, all designed around experiencing nature and Peanuts.
The outdoor garden allows visitors to focus on relaxation and to enjoy the space and the Peanuts characters in a serene environment.
Songdang-ri, the eastern part of Jeju, where ‘Snoopy Garden’ is located, is a major transportation hub, and is rich in resources such as local trees, soil, and rocks. In addition, because of the unique climate of the region, visitors can get a glimpse of not only native Jeju species, but also a picturesque vista of the other nearby mountains. ‘Snoopy Garden’ highlights these resources, climate, and regional characteristics to the fullest, creating a space where visitors can experience various types of relaxation through nature, with each season bringing new reasons for visitors to return.
From an official ‘Snoopy Garden’ statement: “’Snoopy Garden’ allows visitors to experience the importance of social relationships through the message of life of Snoopy and his friends, as well as the joy of experiencing the changing seasons, and to give warm comfort to the tired body and mind. ‘Snoopy Garden’ provides a resting place in nature so that anyone who visits can experience a variety of relaxation, and it allows them to escape from their daily worries for a while, and furthermore, to take with them a small happiness.”
Peanuts presence expands in Asian LBE markets
Charles M. Schulz first introduced the world to the Peanuts characters in 1950, when the Peanuts comic strip debuted in seven newspapers. Since then, Charlie Brown, Snoopy and the rest of the Peanuts gang have made an indelible mark on popular culture. The new series Snoopy in Space launched on Apple TV+ on November 1, 2019. Peanuts animated specials and series air on major networks and streaming services, including ABC, CartoonNetwork.com and Boomerang in the U.S., Family Channel in Canada, and the WildBrain Spark network on YouTube. Fans also enjoy Peanuts through thousands of consumer products around the world, amusement park attractions, cultural events, social media, and a daily comic strip available in all formats from traditional to digital.
‘Snoopy Garden’ joins the growing Peanuts presence in attractions in Asia. Another recent example, in the hospitality sector, is at the Fame Hall Garden Hotel in Longtan District, Taoyuan City, Taiwan. The hotel, which opened in November 2019 is home to Taiwan’s Baseball Hall of Fame and features Peanuts prominently in Peanuts-themed hotel rooms, dining, and game & activity centers.
Craig Herman, Senior Director, Location Based Entertainment, Peanuts Worldwide, said, “Bringing new and exciting experiences for Peanuts fans of all ages to different parts of the world is key to our LBE strategy.”
