Developed alongside the creative agency UNFOLD, the campaign features a video spot airing on connected TV and digital platforms. The narrative centers on the members of LE SSERAFIM—Kim Chaewon, Sakura, Huh Yunjin, Kazuha, and Hong Eunchae—passing a mobile device between them to share their personal favorite Asian dramas and variety shows. This concept aims to mirror the organic way fan communities circulate and recommend new content to one another.
In section Releases
LE SSERAFIM Partners With Rakuten Viki for Global Campaign
The global K-pop group LE SSERAFIM has stepped into the spotlight as the face of Rakuten Viki’s latest brand campaign, "Viki Pass It On." Launching today across the U.S. and international markets, the partnership highlights the streamer's growth as it approaches 130 million registered users worldwide.
Beyond the advertisement, the group is providing curated watch lists for Viki subscribers, offering a personalized look at the series that resonate with them. This promotional push arrives during a period of expansion for the platform, which recently premiered its original K-drama "Dive into You" and prepares to debut the Korean animated series "The Painted Soul" on October 21. Karen Paek, vice president of marketing at Viki, noted that the campaign serves as a tribute to the dedicated fan base that has propelled Asian entertainment into the global mainstream.
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