For this Walt Disney Imagineering R&D sponsored project, Xuan Yu, originally from Beijing, suggested Disney enter the Chinese market by marrying its trusted family brand with the Chinese traditionof giving children monetary gifts in red envelopes. She imagined a system where relatives transfer money electronically to a card, record personalized messages, and even allocate funds towards Disney-branded education. “That was very different from anything I did previously,” says Xuan. “It had potential to grow.”