PlayStation Teams With LE SSERAFIM's Kim Chaewon for New 'Love of Play' Campaign

PlayStation Love of Play is kicking off 2026 with a high-profile cultural crossover, as Sony's gaming giant teams up with K-pop star Kim Chaewon for a New Year campaign designed to spotlight how play fits into everyday life.

The PlayStation Love of Play initiative brings together music, fandom and gaming culture, positioning the brand at the centre of shared moments during the holiday season. While details are being rolled out gradually, the collaboration signals a broader push by PlayStation to align itself with global pop icons who resonate beyond traditional gaming audiences.

Fronted by Kim Chaewon of chart-topping group LE SSERAFIM, the campaign is framed around how people choose to spend their downtime at the start of the year. From family gatherings to solo escapes, PlayStation Love of Play is presented as a constant companion, capable of enhancing both social and personal experiences.

The early focus is less on hardware and more on emotional connection, hinting at a lifestyle-led approach rather than a conventional product push.

Family Comes First in Episodic Roll-out

The campaign unfolds episodically, teasing a narrative structure that mirrors real-life relationships. By anchoring its message in familiar scenarios and a globally recognised star, PlayStation Love of Play is setting out to remind audiences that gaming is no longer confined to a single room or demographic, but woven into modern leisure across generations.

The first chapter of the campaign, titled Family, introduces the tone for the series, with subsequent episodes themed around Friends, Sisters and Solo scheduled to follow over several days in early February.

This staggered release strategy allows PlayStation to sustain momentum across social and video platforms while offering fans multiple entry points into the story.

Kim Chaewon's presence anchors the narrative, bringing a sense of warmth and relatability to the visuals.

Behind-the-scenes footage and interviews offer a candid look at her experience on set, positioning her not just as a spokesperson but as a genuine participant. In one interview segment, she reflects on her earliest PlayStation memory, saying her first console game was Stray on PS5, praising its atmosphere and puzzle-driven storytelling.

The episodic format also mirrors the rhythms of the New Year holiday period, when time is often divided between family obligations, social catch-ups and moments of solitude. By aligning each episode with a different type of relationship, PlayStation subtly broadens its appeal, suggesting there is a version of play suited to every mood and setting.

DualSense Design and Tactile Play

A key visual motif throughout the campaign is the DualSense wireless controller, with Kim Chaewon sampling different colourways during the shoot. She notes her surprise at the range of options available, singling out a purple-toned Chroma Indigo design as particularly elegant, while ultimately favouring the minimalist appeal of Midnight Black.

Her enthusiasm extends to gameplay itself. Asked about the most enjoyable title she has played so far, she points to Astro Bot, highlighting its charm and the way it showcases what she describes as the true appeal of PlayStation.

She also draws attention to the DualSense controller's haptic feedback and adaptive triggers, describing the tactile experience as memorable and immersive.

These comments reinforce PlayStation's long-running emphasis on sensory engagement, using celebrity testimony to underline technical features without drifting into overt marketing language.

Sales, Merchandise and Regional Engagement

Running alongside the campaign is PlayStation's Festive New Year Sale 2026, which launches in early February across participating Asian retailers.

While exact discounts vary by country and product availability, the promotion covers PS5 consoles, peripherals such as PlayStation VR2 and PS Portal, as well as major first-party and third-party titles.

In addition, PlayStation has partnered with South Korean lifestyle brand Wiggle Wiggle on a limited-edition Love of Play merchandise line. Items include home slippers, acrylic clips and coasters, available through selected social media activities in markets including South Korea, Singapore and Thailand.

By combining celebrity-led storytelling, regional sales incentives and lifestyle merchandise, PlayStation Love of Play presents a multi-layered campaign that extends beyond the console, aiming to embed the brand more deeply into everyday culture at the start of 2026.