Terry Tsai joins The Walt Disney Company as VP of Marketing, Disney+ Asia Pacific

The Walt Disney Company has appointed Terry Tsai as VP of Marketing for Disney+ Asia Pacific, bringing his experience across entertainment, technology, consumer marketing and regional business development to the streaming platform.

Terry will be based in Tokyo and will oversee Disney+'s regional marketing strategy, alongside growth and partner marketing activities across APAC. He will report to Carol Choi, Executive Vice President of Integrated Marketing for APAC, and Tony Zameczkowski, Senior Vice President and General Manager of Direct-to-Consumer for APAC.

The move brings Terry back into the entertainment industry after his recent leadership role at Lime and follows senior marketing and partnership positions at Netflix and Apple.

Leading Disney+ Marketing Across APAC

In his new role, Terry will focus on Disney+'s marketing activity across the Asia Pacific region, covering regional strategy, growth and partner marketing.

The remit comes in a diverse streaming market where consumer preferences, local content, partnerships and market dynamics vary considerably across countries.

For Disney+, regional marketing therefore involves balancing the strength of its global entertainment portfolio with the local market knowledge needed to build engagement across APAC.

Bringing Netflix and Apple Experience to Disney+

Terry brings more than two decades of experience across technology, entertainment and consumer-facing businesses.

Before joining Disney, he spent more than three years at Netflix as Director and Head of Marketing Partnerships for Japan, Taiwan and Hong Kong. His work included marketing communications, acquisition partnerships and brand partnerships supporting membership growth.

Earlier, Terry spent more than 12 years at Apple, holding roles spanning Japan marketing, worldwide channel sales programmes and integrated customer experience. His Apple experience included go-to-market strategy, customer experience, retail programmes and partnerships across multiple markets.

From Lime Back to Entertainment

Immediately before Disney, Terry served as Regional Director for Asia Pacific at Lime, following his role as Country Manager for Japan.

He joined Lime in 2024 as its first employee in Asia and helped build the company's regional business, including an 8,000-vehicle fleet across five cities, according to reporting on his move.

His transition from mobility technology back into entertainment brings together experience from two very different consumer businesses, with both requiring strong local market understanding, partnerships and customer engagement.

Building Disney+ as a Regional Entertainment Destination

Terry described his move to Disney as a return to entertainment and highlighted the opportunity to help build Disney+ as an everyday destination where fans can engage with Disney characters, sports and shows.

That positioning reflects the broader role streaming platforms now play in consumers' entertainment routines, extending beyond individual programmes to become ongoing digital destinations.

For Disney+, the APAC marketing function sits close to that relationship with audiences, connecting content, partnerships and regional growth initiatives.

Connecting Global Content With Local Audiences

Disney+ operates across markets with different content preferences, competitive environments and consumer behaviours.

Terry's experience across Japan, Taiwan and Hong Kong at Netflix, alongside his wider APAC experience at Lime and Apple's global and regional operations, provides a background spanning both regional market execution and global consumer brands.

His Tokyo-based role will place that experience within Disney+'s wider APAC marketing organisation.

A New Chapter at Disney

Terry's appointment marks his return to the entertainment industry and brings together experience from three major consumer technology and entertainment businesses.

With responsibility for Disney+'s APAC marketing, growth and partner marketing activities, his new role places him at the centre of the platform's regional customer and brand strategy.

For Terry, it is also a return to an industry he has previously helped shape through his work at Netflix, now with Disney's broader portfolio of stories, characters, sports and entertainment experiences.

About The Walt Disney Company

The Walt Disney Company is a global entertainment company operating across Disney Entertainment, ESPN and Disney Experiences. Its portfolio includes film and television, streaming, sports and theme park experiences, with brands and franchises reaching audiences around the world.