Kim Chaewon from Le Sserafim is the new face of PS5 in Korea

PlayStation Korea continued its marketing strategy tied to the K-pop phenomenon by announcing Kim Chaewon, a member of the group Le Sserafim, as the protagonist of the 2026 campaign. Entitled "Love of Play", the campaign focuses on the Lunar New Year period, positioning the PlayStation 5 as the center of social interactions and individual leisure moments. The choice of Chaewon follows the previous collaboration with the group Qwer, consolidating the brand's dependence on music idols to maintain relevance in the Asian market.

The campaign consists of a series of promotional videos that depict the singer in different console usage scenarios: from solitary gaming sessions to cooperative experiences with friends. In addition to audiovisual content, Sony has prepared direct engagement actions with the community. Through the brand's official Instagram profile, players can participate in a raffle for a signed DualSense. Additionally, in-person events have been confirmed, offering signed units of the PlayStation Portal as prizes as well.

While using top-tier celebrities like Chaewon ensures immediate visibility, the strategy is seen by some technical audiences as a palliative measure for the lack of major exclusive launches at the beginning of this year. Relying on the image of groups like Le Sserafim — known for the hit "Antifragile" — is an effective sales tactic, but it does not replace the need for a more robust software catalog. For PlayStation Korea, the focus seems to be more on pop culture and lifestyle than on technological innovation itself this quarter.

The initiative reflects the importance of the South Korean market for Sony, especially at a time of hardware transition. The use of the PS Portal as a featured prize also indicates a continuous effort to validate the remote use accessory, trying to integrate it into the daily lives of a young and highly connected audience. Whether Chaewon's presence will be enough to boost hardware sales in an already saturated market, the financial results of the next quarter will tell.