INCHEON — As participants headed to the starting line after warming up, a brass band played familiar scores from Disney animated films, lifting the mood. Couples swayed their shoulders to the rhythm, mothers smiled as they held the hands of young children, and fathers pushed strollers as they prepared to set off. The venue felt less like a competitive race and more like a vast festival where people of all ages gathered around a shared Disney memory.
Disney Run 2026, held on the morning of the 24th around the Sangsang Platform area in Incheon, drew 15,000 participants and packed the site. Held under the slogan "Together, Joyfully, Disney Run," the event combined running with hands-on programs built around popular Disney characters. Registration, which opened on Aug. 31, filled to capacity in about three hours.
Familiar characters including Mickey Mouse and Winnie the Pooh appeared throughout the venue. Participants wearing character costumes and props also stood out. Various experience zones were set up, from a Disney character sticker photo booth to a goods shop and a "gacha zone" for capsule toys. Participants took commemorative photos in front of character figures and toured the booths, enjoying attractions beyond the run itself.
Behind the turnout lies the strength of Disney intellectual property that spans generations. Mickey Mouse, created in 1928, is approaching his 100th anniversary, and Winnie the Pooh marked the 100th anniversary of the original storybook's publication this year. Characters that grandparents encountered in childhood are met again by parents, and now enjoyed together with their own children. Because that familiarity carries across generations, Disney has established itself as a leading IP that an entire family can relate to.
The race was divided into a 5-kilometer course themed around Winnie the Pooh and a 10-kilometer course themed around Mickey and Friends. Participants ran through the Incheon port area, with the 10-kilometer course extending to Wolmi Park. The shorter 5-kilometer course was designed so that families with young children and beginning runners could take part without pressure. Finisher medals also featured Disney characters. Those completing the 10-kilometer course received a medal engraved with Mickey Mouse, while 5-kilometer finishers received one featuring Winnie the Pooh and Piglet. An engraving station allowed participants to add their name, time or a message of their choice to the medal, adding meaning to the finish.
Drawing as much attention as the race itself were the pop-up stores and brand collaboration booths set up across the venue. A Disney pop-up store featuring brands such as Lilfant and Design Skin presented about 40 types of character products, including food, household goods and stationery. Global fashion brand Uniqlo took part as the official apparel sponsor, providing limited-edition T-shirts featuring popular characters such as Mickey Mouse, Minnie Mouse, Donald Duck and Winnie the Pooh. Participants were randomly assigned one of 11 designs. Uniqlo has run its "MAGIC FOR ALL" project with Disney since 2015, incorporating the characters into everyday clothing.
Mobile accessory brand Belkin also showcased smartphone straps and portable chargers featuring Disney characters from Mickey and Friends and Frozen. Other brands including Starbucks, Brita, Lingtea, Mediheal and Kumon Learning set up experience booths and events. Brands from fashion to electronics, food and beverages and household goods gathered in one place through Disney IP.
The reach of Disney IP across industry boundaries is also reflected in its economic value. Global brand valuation firm Brand Finance assessed Disney's brand value at $51.4 billion (about 68 trillion won) this year. According to License Global, a trade publication covering the licensing industry, Disney's worldwide retail sales of licensed merchandise last year were estimated at about $63 billion (about 83 trillion won), ranking first among global licensors.
Disney's competitiveness lies in how long-accumulated character familiarity translates into a range of consumer experiences. Characters loved in childhood are encountered again in adulthood through clothing and household goods, and new memories are built watching films and animated series with one's own children. For companies, the appeal of collaborating through Disney IP is substantial because it allows them to reach a broad range of age groups.
Disney Run also extended on-screen characters and music into offline experiences such as running, performances and pop-up stores. Participants ran alongside familiar characters while trying out various collaboration products and services, taking in the Disney universe.
Lee Seung-min, 36, who traveled from Seoul's Yeongdeungpo district for the event, said, "There was never a dull moment because I was running the whole way with participants in costumes of characters I know well." Lee added that the experience was memorable for being different from a conventional marathon.
