Disney Korea Unleashes K-Pop Fusion with Iconic IPs
The Walt Disney Company Korea has announced a new campaign called 'ICONS UNLEASHED' that aims to combine K-pop, Korean heritage, and original Korean content with Disney's iconic IPs. The company plans to develop new businesses from each area, including collaborations with K-pop management companies like Kakao Entertainment, SM Entertainment, HYBE, and Starship Entertainment. This initiative is part of the company's strategy to tap into Korea's global content power as a source of inspiration for next-generation consumer experiences.
Disney Korea will host offline events such as marathons, K-pop concerts, pop-up stores, and food festivals to promote Korean culture and its iconic IPs. The company has also partnered with Hyundai retailers to launch large-scale pop-up campaigns across the country. Disney's Head of Consumer Products Kim Hyun-jin emphasized that the goal is to 'combine what only Korea can do and what only Disney can do'.
The campaign will feature new consumer experiences based on Korean contents such as 'The Remarried Empress,' Teenieping, and Kakao Friends. The company has also announced plans to restructure its ecosystem under the 'Super Serve Partnership' initiative, which will support partner firms in exporting products to broader global markets.