What Does Disney Want From K-POP? A Lot More Than You Think

Disney is looking to make Korea more than just another market.

The Walt Disney Company Korea is positioning the country as a global creative hub, building new partnerships across K-POP, fashion and Korean cultural content to expand its consumer products business.

Disney Korea unveiled the strategy on Sept. 16 during its "Franchise Showcase 2027" in Seoul, highlighting how the company plans to bring its iconic IP closer to Korea's already-global fandom culture.

One example? BIGBANG's G-Dragon.

Disney recently teamed up with his fashion label PEACEMINUSONE for a Toy Story-themed collection, bringing Disney characters into the world of K-fashion.

The company is also looking beyond K-pop. A collaboration with Korean fashion brand Songzio drew inspiration from traditional Korean folk painting, blending Disney IP with distinctly Korean aesthetics. Disney's upcoming Disney Run and Marvel Run events in October are also getting a K-culture makeover, with K-pop performances, pop-ups and food experiences added to the marathon programs.

Disney Korea has partnered with Kakao Entertainment to launch a "K-Culture Fund," which will support around 10 collaboration projects over the mid- to long term. Partnerships with SM Entertainment and HYBE are also in the works.

For Disney, the appeal is clear: K-POP and Disney both come with massive fandoms that can cross borders quickly. "Korea is a 'creative hub' where global fandom culture is born and spreads quickly around the world," said Kim Hyun-jin, head of Disney Korea's consumer products division.

The company now wants to combine Korean cultural influence with Disney's storytelling and turn the result into something that can travel far beyond Korea.