Disney consumer products exec says emotional value driving China market

Chinese consumers are increasingly prioritizing emotional value and cultural expression over simple product purchases, a shift that is reshaping how Disney approaches its licensing business in the region, according to a senior Disney executive.

Kermid Rahman, a senior Disney executive, speaks at The Walt Disney Company APAC Consumer Products Brand Commercialization Update in Shanghai, Sept. 10, 2026. [Photo courtesy of The Walt Disney Company]

"Over the past year, a very obvious change in China's consumer market is that consumers are placing increasing importance on the emotional value and cultural expression behind products," Kermid Rahman, senior vice president and general manager of Disney Consumer Products for Asia Pacific at The Walt Disney Company, told China.org.cn. "Young consumers in particular are no longer just buying products. They gather around shared interests, attend events, and build communities and connections in specific lifestyle scenarios."

Rahman said Disney is responding by connecting emotional value with the lifestyles of its consumers. "Today's relationship between consumers and brands is very different from simply buying a product," he noted.

He also pointed out that audiences and interests are becoming increasingly segmented. "Some people like collecting and trading cards, some like sports and music, and others form deeper interest communities around their own lifestyles," he explained. "This is a change in consumers' lifestyles themselves. We won't deliberately try to change it, but rather understand it and respond to the market through storytelling, creativity and innovation."

Disney has been increasing its investment in offline experiences in China over the past two years, Rahman said. "In the Chinese market, if you only do online exposure without real brick-and-mortar scenarios, it is difficult for consumers to form deep enough experiences and connections."

The company held its first-ever APAC Consumer Products Brand Commercialization Update on Sept. 10 at the West Bund International Convention and Exhibition Center in Shanghai. The event, themed "Icons Unleashed," drew more than 4,000 attendees, including licensing partners from across the region. The event unveiled new developments across consumer products business, from consumer trends and product design to franchises including Disney, Pixar, Marvel and Star Wars, as well as ever-expanding new frontiers in sports, fashion and art.

"Speaking of the market environment, the consumer products landscape is evolving at an unprecedented pace," Rahman told the showcase event. "But no matter how the market changes, two things remain unchanged: our commitment to world-class creativity, and our mission to create happiness for people around the world. These continue to inspire us and drive us forward every day."

He added, "Disney's unique strength lies in our ability to connect experiences across our ecosystem. A character can become a product, a product can inspire an experience, and that experience, in turn, deepens consumers' connection to the story. This ability to seamlessly connect content, platforms and experiences is a competitive advantage that is uniquely Disney."

The Walt Disney Company's global consumer products business reported strong results. The company again ranked as the world's top licensor, generating $63 billion in global retail sales across more than 100 product categories. In Asia Pacific, performance and growth reached record highs, with the company and its licensees winning eight Asian licensing awards.

"Zootopia-themed licensing business more than tripled in APAC, Toy Story franchise licensing set new records, and fueled by the release of the latest film, Spider-Man licensed merchandise exceeded our expectations," he noted.

Cross-border business has been a key growth driver. "More than 100 APAC licensees have collaborated with us on cross-border initiatives, successfully expanding into new markets in APAC and even Europe and America," Rahman said.

The executive revealed that Disney plans to expand from B2B cross-border business into B2C. "We hope to cooperate with e-commerce platforms in different markets and related partners to establish consumer-facing online cross-border touchpoints, so that quality products developed by Chinese licensees can reach overseas consumers more directly through B2C," he said.

Disney executives, iconic characters and performers greet attendees of The Walt Disney Company APAC Consumer Products Brand Commercialization Update in Shanghai, Sept. 10, 2026. [Photo courtesy of The Walt Disney Company]

Disney is also preparing for several major content milestones, including Mickey Mouse's 100th anniversary in 2028, the 50th anniversary of Star Wars in 2027, the release of "Avengers: Doomsday" in December, the first D23 Asia event in Singapore next year, the new Spider-Man-themed land at Shanghai Disney Resort, and the Formula 1 partnership extending through 2028. "There is tremendous opportunity ahead," Rahman said.

On whether partner companies that develop their own IPs are competitors, the Disney executive said the two roles are not contradictory. " What sets Disney apart is our creativity and storytelling and our rich portfolio of IPs," he said. "We take a long-term approach to planning our IPs across different years, markets and consumer interests, while bringing the full strength of our resources to amplify their impact."

Rahman explained the theme "Icons Unleashed," which reflects not only the enduring strength of Disney's iconic franchises and characters, but also the extraordinary energy that is unleashed when Disney connects with fans around the world. Looking ahead, he told attendees that the company will continue to power growth with creativity, deliver value with innovation, and build success by connection.

"As long as we move forward together, the momentum is unstoppable," Rahman said.