Disney, Marvel, Pixar to collaborate to highlight K-pop, Korean heritage

The Walt Disney Company’s long-standing legacy in animation, entertainment and consumer products is entering a new chapter in Korea, where the company sees the country’s global content power as a new source of inspiration for next-generation consumer experiences. Walt Disney Company Korea on Wednesday unveiled its new campaign, “ICONS UNLEASED: Global Icon Becomes Center of New K-Wave.” It builds on K-pop, Korean heritage and original Korean content, with plans to develop new businesses from each area. Disney Korea will collaborate with K-pop management companies like Kakao Entertainment, SM Entertainment, HYBE and Starship Entertainment to combine their artists’ unique worldviews with stories from Marvel to create new fan experiences. The company cited the successfull collaboration between G-Dragon’s fashion lineup PEACEMINUSONE and Disney’s "Toy Story” franchise in July to introduce new toys, apparel and goods as precedent. Korean cultural heritage will be combined with Disney intellectual properties (IP) to introduce new region-based tourism products for global touris