Kim Chaewon of K-pop group LE SSERAFIM is the latest idol to front a PlayStation campaign, as Sony Interactive Entertainment taps the singer for its 2026 “Love of Play” push timed for the Lunar New Year.
Chaewon’s appearance follows a familiar PlayStation approach in the region, where the brand has previously featured K-pop acts such as BTS and BLACKPINK in earlier campaigns.
The K-pop idol, who has a strong global fan base and has been tapped by several brands for endorsement, stars in a four-part video series that places her in everyday, at-home settings, leaning into the idea of spending the holidays with family and friends.
The first video, titled “Family,” has already been released, showing a quieter, more domestic side of the idol rather than a high-energy performance-driven spot. The campaign coincides with PlayStation’s Festive New Year Sale 2026, which runs from Feb. 6 to Feb. 19.
In the Philippines, Sony said select PlayStation 5 consoles and PlayStation VR2 will be offered at discounted rates. Discounts will also apply to several first-party and high-profile PS5 games, including Ghost of Yotei, Death Stranding 2: On The Beach, Astro Bot, Marvel’s Spider-Man 2 and God of War Ragnarök.
PlayStation is releasing a limited “Love of Play” merchandise set in collaboration with Korean lifestyle brand Wiggle Wiggle.
