K-Content Report

Interview with Sarah Chung, Senior Manager at Disney Company

The expansion of K-content fandom in the global market is driven by structured fan journey design and

strategic cross-platform integration. Moving beyond one-way promotion, a “co-creator” model -- where fan

participation is embedded into content creation and operational processes -- has emerged as a core pillar of

fandom strategy. In particular, platform-tailored storytelling across YouTube, Instagram, and TikTok,

combined with data-driven personalization, plays a critical role in deepening engagement and increasing

repeat interaction. Inclusive community management that embraces multinational fan bases, alongside

sustainable collaboration frameworks, is increasingly recognized as a key engine behind the qualitative

growth of global fandoms. Through the convergence of technology and emotional resonance, K-content is

evolving into a participatory experience industry that transcends cultural boundaries.

Today, the global fandom surrounding K-content has expanded beyond passive consumption into a co-creative

ecosystem built on emotional connection and participatory experiences. Through a conversation with Sarah Chung,

Senior Manager at The Walt Disney Company, this interview offers an in depth analysis of content

programming strategies and social media operations designed to strengthen global fandoms.

Chung oversees global tentpole and franchise campaigns at Disney+, where she has led the development of

a fan journey management model that integrates data driven curation with behavioral analysis.

Drawing on her experience, the discussion explores how K content can build fan led diffusion structures

within global platform environments and cultivate sustainable relationships with culturally diverse audiences.

※ For further details, please refer to the attached PDF file.

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     overseas information related to the content industry. It does not represent the official position of

     the Korea Creative Content Agency and carries no legal effect.