LE SSERAFIM fronts Rakuten Viki’s new fan-focused campaign

Rakuten Viki has launched a new global campaign with LE SSERAFIM, pairing a CTV and digital ad spot with an exclusive watch list curated by the K-pop group. The rollout aims to tap fandom-driven discovery as Viki nears 130 million registered users and prepares new Asian entertainment releases.

Why it matters: - Rakuten Viki is using one of K-pop’s most visible groups to push its fan-driven discovery model. - The campaign is designed to convert music fandom into streaming engagement across Asian dramas, variety shows and films. - Viki said the effort has strong resonance in Southeast Asia, where LE SSERAFIM already has an expanding audience.

What happened: - Rakuten Viki launched “Viki Pass It On” today in key global markets. - The campaign stars LE SSERAFIM and centers on fan communities sharing recommendations for Asian entertainment. - The rollout includes a video spot on CTV plus major social and digital channels. - LE SSERAFIM also curated an exclusive watch list of favorite Asian series for Viki’s global audience. - The campaign was created with creative agency UNFOLD.

The details: - The ad spot shows the LE SSERAFIM members passing a mobile device around as each one highlights a favorite Viki show. - The creative theme connects different tastes, from K-dramas and C-dramas to variety shows. - Viki said the campaign reflects how viewers discover new shows, share recommendations and introduce them to their own communities. - Karen Paek, vice president of Marketing at Viki, said Asian entertainment has reached a global audience because of the talent behind it, the stories and the fans who share it. - Viki said its audience is approaching 130 million registered users. - Rakuten Viki said its recent original K-drama co-production, Dive into You, just premiered. - The next co-production, The Painted Soul, a Korean animated series, is set to debut on Viki on October 21. - Viki is available free with ads or through Viki Pass Standard and Viki Pass Plus. - The service is available on web, desktop, mobile, streaming devices and connected TVs. - Viki directed viewers to follow its Instagram, TikTok, Facebook, YouTube and X accounts for collaboration content tied to “Pass It On.”

Between the lines: - The campaign pairs entertainment marketing with platform growth, using fandom to deepen loyalty and increase viewing time. - LE SSERAFIM’s involvement gives Viki access to a group that already has cultural reach across Southeast Asia and beyond. - The timing lines up with Viki’s push into original co-productions, suggesting the service wants the campaign to spotlight both its catalog and its own programming.

What's next: - Viki will continue promoting the campaign across its global marketing channels. - The Painted Soul arrives on October 21. - LE SSERAFIM’s 2026 PUREFLOW world tour includes stops in Singapore and Manila, with two Manila shows in December. - LE SSERAFIM also continues releasing new music, including the single album Made My Night.

The bottom line: - Viki is betting that fandom itself can be a growth engine, and LE SSERAFIM is the face of that strategy.