The cruise business in China is still small. In 2014 about 700,000 Chinese travelers cruised, compared with 10 million Americans and more than 6 million Europeans. But the numbers are climbing rapidly—an increase of 79 percent from 2012 to 2014—and the ceiling isn’t yet visible. In the U.S. and Australia, about 3.5 percent of the population cruises each year; the proportion in China is less than one-sixtieth of that. Some forecasters estimate that China will be the No. 2 market by 2017—and that it could eventually replace the U.S. as the largest in the world. ... Local governments have already built cruise terminals in Sanya, Shanghai, Tianjin, and Xiamen, with more on the way in at least four other coastal cities. Cruise companies are bringing ships to China as fast as the ports can squeeze them in. But the hardware is the easy part. The software—the onboard experience of the Chinese customer—is still in beta. Localization itself is nothing new; brands from KFC to Oreo as well as Hollywood studios have tailored their products to the Chinese market, with varying levels of success. For cruise companies, it’s more complicated than hiring a Chinese celebrity spokesperson or throwing in a green tea flavor. They must rethink the entire cruise experience, from food to décor to how a rapidly capitalizing society thinks about class and luxury.