Sony has signed k-pop group LE SSERAFIM’s Kim Chaewon to promote PS5 across Asia this Lunar New Year, rounding out a trio of collaborations with Korean idols.
Fans will remember the platform holder partnering with BLACKPINK’s Lisa as part of a global campaign last year; it followed that up with a music video featuring girl band QWER last Christmas.
This latest promotion will run right across Southeast Asia, and will align with a range of price promotions, which we’ll dig into shortly.
For those not familiar with k-pop, LE SSERAFIM is one of the genre’s biggest groups right now, perhaps only surpassed in popularity by juggernauts like TWICE.
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And within the band itself, Chaewon – who originally debuted in Iz*One – is one of the more popular members.
The campaign will span four different skits, with the remaining episodes scheduled to roll out later this week.
The first instalment, Family, sees the star sitting around the dinner table reading a PlayStation-related magazine, before she digs into a round of Astro Bot.
We suspect each episode will focus on a different game, with subsequent themes including Friends, Sisters, and Solo.
Speaking as part of a behind-the-scenes interview, Chaewon admitted “she’s not great at games” – something the LE SSERAFIM fandom had been keen to point out when rumours emerged about her collaboration with PlayStation – but she admitted she still “really enjoys playing them”.
She added on the PS Blog that she’s a big fan of the PS5 games Astro Bot and Stray. Specifically of the Team ASOBI platformer, the Spaghetti singer said she believes it represents the “charm of PlayStation”.
As mentioned previously, Chaewon will feature heavily across PlayStation’s entire Lunar New Year promotion, which will see Sony cut the price of the PS5, PSVR2, PS Portal, and select first-party games across the entire Asian region.
It’s also collaborating with Korean lifestyle brand Wiggle Wiggle to launch a collection of PlayStation-themed merchandise, featuring washable slippers, acrylic clips, and an acrylic coaster.