PlayStation launches ‘Love of Play’ campaign with LE SSERAFIM’s Chaewon
PlayStation is opening 2026 with a new brand campaign that centers on everyday play, tapping LE SSERAFIM member Kim Chaewon as the face of its “Love of Play” initiative across Asia.
The New Year campaign explores how gaming fits into different personal moments, positioning PlayStation as part of shared time with family and friends, as well as solo play. The collaboration marks one of PlayStation Asia’s most visible pop culture partnerships to date.
A four-part campaign built around everyday moments
The “Love of Play” campaign is structured into four short episodes: Family, Friends, Sisters, and Solo. The first episode, Family, has already been released, with the remaining chapters rolling out over the first week of February.
Friends is set to launch on February 4, followed by Sisters on February 5, and Solo on February 6. Each episode highlights a different way players experience PlayStation during the holiday season.
Kim Chaewon shares her PlayStation experience
As part of the campaign, PlayStation released behind-the-scenes content featuring Chaewon discussing her experiences with PlayStation titles and hardware.
The LE SSERAFIM leader shared that her first console game was Stray on PlayStation 5, citing its atmosphere, puzzle design, and realistic character movement as stand-out elements. She also highlighted Astro Bot as one of the most enjoyable games she has played, pointing to its character design and gameplay as an example of what defines PlayStation’s appeal.
During the shoot, Chaewon also tried several DualSense wireless controller color variants. She named Chroma Indigo as one of the most visually striking options, while identifying Midnight Black as her personal favorite.
Part of PlayStation’s broader New Year push
The “Love of Play” campaign forms part of PlayStation Asia’s wider New Year activities, alongside its seasonal sales initiatives and brand collaborations. Additional video content featuring Chaewon, including “Unstoppable Play!” and “Balance Game,” is scheduled for release throughout February on PlayStation’s official social channels.