PlayStation Teams up With Kim Chaewon for Lunar New Year Campaign
PlayStation welcomed the Lunar New Year with its vibrant “Love of Play” campaign, celebrating the joy at the heart of the brand. Kim Chaewon of Le Sserafim served as the campaign’s official ambassador and face, bringing warmth and energy to familiar holiday scenes. Through her presence, “Love of Play” showed how gaming moments naturally blend into festive family gatherings.
The campaign featured a four-part video series, each reflecting relatable situations during the holiday break. From friendly competitions to cozy time with family, the videos highlight the cheerful experiences PlayStation creates. Kim added liveliness to the scenes by revealing different sides of herself while playing games.
Extending the celebration, PlayStation partnered with lifestyle brand Wiggle Wiggle to launch limited-edition merchandise. Home slippers, acrylic clips, and coasters combined PlayStation’s iconic symbols with Wiggle Wiggle’s bold colors, adding a playful accent to everyday spaces.
From Feb. 6 to 19, the “Seollal Sale” ran across Asia, offering hardware and popular game titles at reduced prices. Fans could also visit a special offline experience zone at Wiggle Wiggle Town in Myeong-dong, Seoul. Weekend visitors could join the “Astro Bot Speed Challenge,” racing to complete missions within a time limit for a chance to win exclusive collaborative goods.
More details and clips of the campaign are available on PlayStation’s official website and social media channels.
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1. Who served as the ambassador for PlayStation?
2. When did the Seollal Sale run in Asia?
3. What goods were launched by the brands?
4. How did Kim Chaewon add energy to scenes?
1. Which K-pop star would you choose for gaming?
2. Why is gaming good during the holidays?
3. Where do you usually play with family?
4. What limited merchandise would you like to buy?
PlayStation welcomed the Lunar New Year with its vibrant “Love of Play” campaign, celebrating the joy at the heart of the brand. Kim Chaewon of Le Sserafim served as the campaign’s official ambassador and face, bringing warmth and energy to familiar holiday scenes. Through her presence, “Love of Play” showed how gaming moments naturally blend into festive family gatherings.
