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Sony Interactive Entertainment Launches PlayStation 5 Advertising Campaign Featuring K-pop Star

Sony Interactive Entertainment has announced an unconventional partnership as part of a large-scale PlayStation 5 advertising campaign in the Asia-Pacific region. The face of the campaign is Kim Chaewon – a popular member of the world-famous K-pop group LE SSERAFIM.

The campaign is timed to coincide with the Lunar New Year celebrations and will cover Southeast Asian countries. The collaboration includes a series of special events, featuring attractive pricing offers on the PS5 console and a selection of games. Exact terms of the promotions will be revealed in the coming days.

The choice of Kim Chaewon as the campaign ambassador is no coincidence. LE SSERAFIM today ranks among the most sought-after K-pop groups, second in popularity only to industry giants like TWICE. Chaewon herself, who began her career in the group Iz*One, has established herself as one of the most recognizable and charismatic members of LE SSERAFIM, making her an ideal partner to attract a young audience to the PlayStation brand.

The campaign includes a series of four mini-videos. The first episode, titled "Family," is already available on PlayStation's official YouTube channel. In it, Kim Chaewon is shown reading a themed PlayStation magazine, then immerses herself in gameplay – particularly in the adventure Astro Bot. The remaining three videos are scheduled for release during the current week.

This move by Sony Interactive Entertainment highlights the company's commitment to strengthening PlayStation 5's position in the Asian market through creative collaborations with iconic figures of modern pop culture. The combination of the festive Lunar New Year context, a recognizable K-pop face, and exclusive content promises to make the campaign a notable event in the region.