Sony Taps LE SSERAFIM’s Kim Chaewon for PS5 Lunar New Year Push

Sony has recruited Kim Chaewon of LE SSERAFIM to represent the PlayStation 5 across Asia during the Lunar New Year period. The move completes a recent string of tie-ups with Korean pop acts as Sony leans on star power to raise PS5 visibility in key markets.

• Kim Chaewon will front PS5 marketing activities across Asia to coincide with Lunar New Year festivities.
• This collaboration follows Sony’s global promotion with BLACKPINK’s Lisa and a holiday music video featuring girl group QWER last Christmas.
• The partnership underlines Sony’s continued use of K-pop talent to connect with younger, pop-culture-focused audiences.
• Timing the campaign for Lunar New Year positions Sony to reach shoppers and celebrants across multiple Asian markets during a major seasonal sales window.

Source: Push Square