22nd April 2025: Last week, Disney+ launched two immersive, on-the-ground brand activations across Riyadh and Dubai, bringing its most iconic content to life through culturally relevant experiences. The ‘pop-ups’ aimed to connect fans with the platform’s diverse universe of stories by tapping into one of the region’s biggest unifiers: food culture.

From 17–19 April, Riyadh’s U Walk played host to a family-first experience where children and parents stepped inside their favourite Disney+ movies and series. In addition to immersive content experiences, Disney+ bridged Saudi heritage with a contemporary twist: it collaborated with Milaf to reimagine classic Saudi desserts and treats—like Hanini, Masabeeb, and Kleija—infused with new flavours inspired by fan-favourite Disney+ titles including Ratatouille, Moana, Thor, The Kardashians, and Grey’s Anatomy.

Meanwhile, from 19–20 April on Dubai’s Kite Beach, Disney+ served up a content-fuelled escape with a sunset celebration tailored to the UAE’s aesthetic-first, trend-driven audience. Fans experienced custom-curated Sorbet Smoothies inspired by shows including The Simpsons, Daredevil, The Kardashians, and Grey’s Anatomy—blending Disney+’s iconic stories with the region’s booming viral food scene.

The activations were part of an integrated multi-channel campaign running across earned editorial, social, influencer, and paid media, designed to generate attention, drive conversation, and immerse audiences in the world of Disney+.

Tamim Fares, Director of Disney+ MENA, said: “Disney+ is home to a universe of stories that transcend generations, cultures, and genres. With these experiences, we gave our audiences in Saudi Arabia and the UAE a chance to connect with the characters and narratives they love in a completely new way, tailored specifically for the local audience. These events brought our iconic world of content to life through local tastes, shared moments and cultural expression and it’s these hands-on, real-world moments that spark conversation, build emotional connection, and turn fans into advocates.”

The pop-ups formed part of a wider regional strategy to build affinity for the Disney+ brand across MENA cementing its position, not just as a streaming platform, but a lifestyle brand for all generations.