KIM CHAEWON partners with PlayStation Asia to launch the "Love of Play" campaign

Sony PlayStation Asia has officially announced a new partnership with Kim Chaewon of LE SSERAFIM for its 2026 New Year "Love of Play" campaign, bringing a fresh K-pop energy to gaming experiences across Southeast Asia.

Image: Sony PlayStation's official website

Kim Chaewon x PlayStation Asia

The Love of Play initiative is a multi-episode brand campaign celebrating how people play, whether alone, with family, friends, or siblings. The campaign kicks off with a video titled "Family," while the remaining three episodes, Friends (Feb 4), Sisters (Feb 5), and Solo (Feb 6), are scheduled to roll out daily across PlayStation's official channels.

Image: Sony PlayStation's official website

In an exclusive interview with the PlayStation Asia team, Kim Chaewon shared glimpses of her personal gaming journey, revealing that her first-ever PlayStation game was Stray on the PS5. She also talked about her love for the DualSense wireless controller, naming Chroma Indigo and Midnight Black as her favorite colorways, and highlighted Astro Bot as one of the most enjoyable games she has played so far—especially praising the immersive haptic feedback and adaptive triggers.

As part of the Love of Play campaign, PlayStation also teased more Chaewon-led content coming soon, including the "Unstoppable Play!" feature set to drop on February 5 and a fun "Balance Game" video arriving on February 11 across PlayStation's official social media channels.

Image: PlayStation Asia's official YouTube channel

PlayStation Asia will also be running fan activities across its social platforms, where followers can enter for a chance to win DualSense wireless controllers signed by Kim Chaewon herself!

This marks a notable crossover between mainstream K-pop culture and gaming branding strategy, spotlighting one of the most popular idols in the scene today and potentially energizing PlayStation’s reach among various audiences throughout Asia.

Stay tuned on PlayStation Asia's official channels for more updates as the Love of Play series unfolds throughout the week.