PlayStation has hired a K-pop star to promote the PS5 in Asia

Sony continues to conquer the Asian market by betting on K-pop. Ahead of the upcoming Lunar New Year, the new PlayStation ambassador has become Kim Chaewon, the leader of the popular group LE SSERAFIM.

This is a continuation of the successful strategy of collaborating with Korean idols: previously, Lisa from BLACKPINK and the group QWER took part in promotions. The campaign with Chaewon, also known from Iz*One, is expected to boost PS5 sales in Southeast Asia.

The advertisement is split into four short videos: family, communication, relationship with a sister, and playing alone. In the first episode, "Family," Chaewon, sitting at the festive table, chooses a game in Astro Bot instead of boring conversations.

In an interview, the singer admitted: "I am not the best at games," but emphasized that she enjoys them. Her favorite games are Astro Bot and Stray.

Sony has also prepared holiday promotions: discounts on the PS5, PS VR2, and PlayStation Portal, special prices on PlayStation games, and unique merchandise in collaboration with the Korean brand Wiggle Wiggle — designer slippers, acrylic clips, and stands featuring PlayStation symbols.