Sony Interactive Entertainment has launched a PlayStation 5 advertising campaign featuring a K-pop star.

Sony Interactive Entertainment Launches PlayStation 5 Ad 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-renowned K-pop group LE SSERAFIM.

The campaign is timed to coincide with the Lunar New Year celebration and will cover Southeast Asian countries. The collaboration includes a series of special events, including attractive price offers for the PS5 console and a selection of games. The exact terms of the promotions will be announced in the coming days.

The choice of Kim Chaewon as the campaign ambassador is no coincidence. LE SSERAFIM is currently one of the most in-demand K-pop groups, second in popularity only to established 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 for attracting 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 the official PlayStation YouTube channel. In it, Kim Chaewon is shown reading a thematic PlayStation magazine before diving headfirst into gameplay — specifically, the adventure of Astro Bot. The remaining three videos are scheduled for release this week.

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