A video showed the two executives, both clad in masks, sternly riding the coaster in complete silence. It ended with a message: “Please scream inside your heart.”

From Fujiyama to Tokyo DisneySea’s Tower of Terror, Japan’s campaign against the coronavirus is targeting thrill-seekers who might expel a burst of virus-carrying droplets with a mid-ride utterance. Enjoy the ride, say theme-park operators—just don’t let your voice show it.

“There’s just no way not to scream,” said college student Rika Matsuura on a visit to Tokyo Disneyland last week when it reopened after a four-month break. “It’s kind of torture to be back at your favorite place in the world and to not be able to scream and enjoy everything 100%.”