For the upcoming Lunar New Year, Sony is partnering with Kim Chaewon from the K-pop group LE SSERAFIM to promote the PlayStation 5 throughout Asia. This completes a series of three promotional deals with popular Korean idols.
Last year, the gaming company collaborated with BLACKPINK’s Lisa for a worldwide marketing campaign. They continued this approach around Christmas with a music video starring the girl group QWER.
Our newest promotion will be available throughout Southeast Asia and will be combined with several price reductions, which we’ll discuss in more detail shortly.
If you’re not familiar with K-pop, LE SSERAFIM is a hugely popular group – one of the biggest, rivaling only established stars like TWICE.
Chaewon, a member who first gained recognition in the group Iz*One, is one of the most popular members of the band.
The campaign will launch with four short videos, and more will be released later this week.
The first episode, titled ‘Family,’ opens with the celebrity relaxing at the dinner table and reading a magazine about PlayStation, then she starts playing the game Astro Bot.
We believe each episode will highlight a new game, and future episodes will explore themes like teamwork with Friends, sibling relationships with Sisters, and individual challenges with Solo.
In a recent interview, Chaewon of LE SSERAFIM jokingly admitted she isn’t very good at video games – a fact fans had playfully teased when news of her partnership with PlayStation surfaced. Despite this, she shared that she genuinely loves playing them.
In a post on the PlayStation Blog, she shared her love for the PS5 games Astro Bot and Stray. She especially praised the Team ASOBI platformer, saying it perfectly captures the unique appeal of the PlayStation brand.
As we discussed, Chaewon will be a major part of PlayStation’s Lunar New Year campaign. Sony will be offering discounts on the PS5, PSVR2, PS Portal, and several of their own games throughout Asia as part of the promotion.
PlayStation is partnering with Korean brand Wiggle Wiggle to create a line of fun merchandise. The collection will include items like comfy, washable slippers, handy acrylic clips, and an acrylic coaster.
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2026-02-03 14:06