I think, as a film, Raya is suffering a bit from being too “non-Disney.” Throw it in the bin with Treasure Planet/Atlantis, Emperor’s New Groove, etc. There’s still a common expectation for music and princesses in Disney films. When they don’t have that, it’s less obviously a Disney film.
Throw in the “not a castle” title card they’ve been using, it’s also like they’re advertising it as “not Disney.”