Walt Disney Company Korea is positioning South Korea as a strategic hub for its global intellectual property (IP) business. The company plans to expand collaborations with K-brands and leverage successful models developed in Korea to penetrate global markets.
On September 16, Disney Korea held its 'Franchise Showcase 2027' in the Gangnam district of Seoul, unveiling strategies for its consumer products division and key collaboration plans.
Under the slogan 'ICONS UNLEASHED: Become the Center of Global Icons and K-Wave,' Disney Korea presented South Korea as a core cross-border market. With the growing influence of K-brands in music, content, fashion, and beauty, the company aims to actively discover domestic partners with high potential for global expansion.
Changes are also underway in its business approach. Disney Korea plans to strengthen its business-to-consumer (B2C) operations, moving beyond its traditional business-to-business (B2B) model. To facilitate this shift, the company established a retail team last year and aims to expand consumer touchpoints both online and offline. Recent initiatives, such as the 'Toy Story 5' relay pop-up and an experiential pop-up at Olive Young's Seongsu flagship store coinciding with the release of 'The Devil Wears Prada,' are part of this strategy.
Disney Korea intends to broaden its collaboration model by combining Korea's cultural influence with Disney's storytelling. The focus will be on K-pop, with plans to establish a 'K-Culture Fund' in partnership with Kakao Entertainment for product collaborations, targeting the planning, development, and distribution of around ten products in the medium to long term. However, details regarding the fund's size and launch date have yet to be finalized. Additionally, projects combining Marvel IP with artist worldviews are in the works with SM Entertainment, and various collaborations with HYBE and Starship Entertainment are also planned.
The K-fandom mix aims to connect Disney's global fandom with Korean fandoms, focusing on expanding experience-based consumption that integrates stories and worldviews beyond simple licensed products. As part of this initiative, upcoming events like 'Disney Run' and 'Marvel Run' will be expanded into fandom festivals that combine K-pop performances, pop-ups, and culinary experiences. Starting with the Disney+ original series 'The Remarried Empress' set to premiere in November, products and pop-ups utilizing Korean original content will be gradually introduced.
Disney's consumer products division operates a retail business worth approximately $63 billion across more than 180 countries. The company plans to support domestic partners throughout the entire business process, from product planning and marketing to distribution and entry into overseas markets, leveraging its global network.
Kim Hyun-jin, head of Disney Korea's consumer products division, stated, "South Korea is a strategic market where the uniqueness and global influence of K-culture can be combined with Disney's 100 years of storytelling. We will expand collaborations by connecting Korea's creativity and cultural influence with Disney's IP, storytelling, and global network."
* This article has been translated by AI.
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