Disney Merges K-Pop and Heritage in New Global Expansion Push
The Walt Disney Company's Korean branch is launching a new campaign to merge K-pop and Korean heritage with its own intellectual properties. The company plans to collaborate with K-pop management companies, such as Kakao Entertainment and SM Entertainment, to create new fan experiences.
Disney Korea aims to expand its popular franchises and brands by partnering with Korea's thriving running culture. The company will host Disney Run and Marvel Run next month, featuring a special performance by the K-pop girl band Illit.
Kim Hyun-jin, head of Consumer Products at Walt Disney Company Korea, stated that the new campaign is about bridging Korea's creative hub with Disney's storytelling expertise. The company will also restructure its ecosystem to support partner firms in exporting their products to broader global markets.