Disney is balancing tradition with innovation as entertainment trends evolve, adapting its reach while preserving core values, Carol Choi, executive vice president of APAC integrated marketing and original content strategy at Disney, told China.org.cn.

Carol Choi, executive vice president of APAC integrated marketing and original content strategy at The Walt Disney Company. [Photo provided to China.org.cn]

"I think people are definitely being more selective in how they spend their time," Choi said. "But we are also very encouraged by how our brands have sustained their affinity. I think in a fast-changing environment, it's important to stay true to the core of what Disney is, to continue bringing joy and optimism."

The company showcased this commitment at the 2024 Disney APAC Content Showcase in Singapore on Nov. 20-21. The event offered a comprehensive look at Disney's theatrical and streaming lineup for 2025 and beyond. Featured previews included "Moana 2," "Mufasa: The Lion King," "Snow White," and "Zootopia 2," along with "The Fantastic Four: First Steps" and "Avatar: Fire and Ash."

Disney's marketing approach focuses on reaching diverse audiences through multiple channels, utilizing influencers, social media campaigns and video platforms while deploying teams to emerging markets, including China's third- and fourth-tier cities. Localization also plays a crucial role in building emotional connections with consumers.

In one recent initiative, Disney partnered with Chinese Olympic swimming champions Wang Shun and Zhang Yufei for "Moana 2," scheduled to release in China on Nov. 29. The collaboration generated substantial social media engagement and media coverage.

Hollywood stars, however, have made fewer promotional visits to China in recent years due to challenges like the COVID-19 hiatus and the struggling recovery of the Chinese film market. Choi expressed interest in organizing more star-powered tours to China, similar to Ryan Reynolds and Hugh Jackman's talent tour for "Deadpool & Wolverine," noting such events significantly boost audience engagement. However, she said, such plans depend on the right film, timing and circumstances.

Mickey Mouse conducts an orchestra performing Disney themes at the 2024 Disney APAC Content Showcase in Singapore, Nov. 20, 2024. [Photo courtesy of The Walt Disney Company]

The company's relationship with consumers remains built on trust. "When you see a film from Disney, even if we have movies about villains, you can still be assured and have no worries about bringing children along; this is the bottom line," Choi explained. She also noted that Disney provides unique experiences, such as allowing fans to see stories come to life at destinations like Shanghai Disney Resort's Zootopia-themed land. "It's really about sticking with great storytelling and allowing people to interact with our brands at different stages of their lives," she added.

Disney's acquisition of 20th Century Studios in 2019 has broadened its creative range, allowing ventures into diverse genres and collaborations beyond traditional family entertainment. "Alien: Romulus," a sci-fi horror film from 20th Century Studios, exemplifies this flexibility. It grossed 786 million yuan ($108 million) in China, and this unexpected success, which made it the film's largest overseas market, surprised even Disney insiders. "I think it opens up the opportunity for people to have different types of experiences," Choi said.

The executive emphasized storytelling remains paramount across all content categories, regardless of whether the film features traditional heroes or centers on villains. "We have the 'Cruella' movie, and we will soon explore Scar in 'Mufasa: The Lion King.' The common thread is that it's good storytelling — it's special entertainment that should touch your heart," she stated.

Disney also continues reimagining its classic stories for contemporary audiences. The upcoming "Snow White" serves as a case in point. "I know it's a controversial title in some sense, but it is Disney's attempt to retell a very classic story in a new way," Choi explained. "The new film focuses on her bravery rather than the emphasis on kindness in the classic animated version. I saw a cut recently, and it's still very true to her core essence, but I think they also highlight how she's a brave and outspoken person who leverages her position as a princess of the kingdom."

Disney character Stitch surprises attendees at the 2024 Disney APAC Content Showcase in Singapore, Nov. 20, 2024. [Photo courtesy of The Walt Disney Company]

Choi expressed confidence in Disney's future releases, emphasizing the variety of options available to audiences. "There's always something that's just right for you," she assured.  

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