As Disneyland prepared to welcome the Year of the Snake, its Lunar New Year celebration was evolving. Traditionally centered on Chinese customs, the event was expanding to include Korean and Vietnamese traditions as well—part of a broader effort to make the festival more inclusive and reflective of the wider Asian community in Southern California.

One of the biggest announcements? For the first time ever, Mickey and Minnie would appear in traditional Korean Hanbok during the celebration. The park wanted to highlight this milestone in a way that felt joyful, authentic, and culturally respectful. There was just one catch: Mickey and Minnie wouldn’t be available for photos until the festival opened—and we needed to launch the campaign well in advance.

Rather than rely on standard marketing visuals, we asked ourselves: What’s a more meaningful, culturally resonant way to introduce these characters? The answer came quickly: Felicia Chiao. A celebrated illustrator known for her dreamlike, emotive, and instantly recognizable work, Felicia creates an annual Lunar New Year piece featuring that year’s zodiac animal. Her voice and aesthetic felt like the perfect match for this moment.

Felicia illustrated three beautiful pieces featuring a range of beloved Disney characters—Mickey and Minnie in Hanbok, Ming and Meilin from Turning Red, and Mulan with Mushu—surrounded by Lunar New Year motifs and Disney iconography. The result was both a stunning character showcase and a love letter to the holiday’s cultural richness.

The post was a massive hit. Fans loved the reveal of the new costumes, and the comments were filled with excitement—and requests to purchase prints of the artwork. Alongside other campaign posts, this one helped drive another full sell-out of tickets for the duration of the Lunar New Year festival.