Walt Disney's Walt Disney Company Southeast Asia and the Singapore Tourism Board (STB) partnered for a three-year collaboration. The partnership aimed to provide unique experiences themed around Disney's brands and most popular stories and characters and offered local event organizers and small and medium-sized enterprises opportunities to grow their businesses and enhance their capabilities in branded entertainment events.

The first-of-its-kind collaboration with a national tourism body in Southeast Asia kicked off with a range of experiential activities surrounding the STAR WARS franchise, which included a three-day “Star Wars Day: May the 4th Be With You Festival." This was in conjunction with the 40th anniversary of Star Wars, and will be followed by activations with Marvel and Disney Animation/Disney Pixar themes in 2018 and 2019 respectively.