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PlayStation Launches Love of Play 2026 Campaign
PlayStation is kicking off 2026 with its Love of Play campaign in Asia, anchoring its Lunar New Year celebrations around a mix of celebrity collaboration, retail promotions, and limited-edition merchandise. Headlining the campaign is Kim Chaewon of LE SSERAFIM, marking one of the region’s most prominent pop culture partnerships to date.
The campaign runs alongside the broader Lunar New Year initiatives, which include seasonal sales and themed activities across multiple Asian markets.
Kim Chaewon Stars in Love of Play Video Series
As part of the campaign, the gaming giant is collaborating with Kim Chaewon on a four-episode video series that explores the Lunar New Year theme of spending time with loved ones through shared play experiences. The first episode, titled Family, is now live and focuses on the role games play in bringing people together during the holiday period.
Additional episodes are expected to roll out throughout the campaign, continuing to blend lifestyle storytelling with brand messaging.
Festive New Year 2026 Sale Details
Running from February 6 to February 19, the PlayStation Festive New Year Sale 2026 will be available through participating retailers, while stocks last. Unlike digital-only store events, this promotion places a strong emphasis on hardware and physical retail offers across the region.
Confirmed discounts include price reductions on PS5 consoles, PS VR2, PS Portal, and selected PS5 titles. Games highlighted as part of the sale include Ghost of Yotei, Death Stranding 2: On The Beach, Astro Bot, Marvel’s Spider-Man 2, and God of War Ragnarök. Availability and pricing vary by country and retailer.
Wiggle Wiggle Merchandise Collaboration
Complementing the campaign is a merchandise collaboration between PlayStation and Korean lifestyle brand Wiggle Wiggle. The limited Love of Play merchandise set includes branded washable home slippers, acrylic clips, and acrylic coasters.
Rather than being sold directly, the merchandise will be distributed through selected social activities during the campaign period. The promotion will be available in Singapore, Malaysia, Thailand, and the Philippines, reinforcing the regional focus of the Lunar New Year push.
With Love of Play 2026, PlayStation continues its recent shift toward lifestyle-driven seasonal campaigns, combining gaming, pop culture, and physical products rather than focusing solely on software discounts. By pairing a K-pop icon with retail sales and exclusive merchandise, the campaign aims to position PlayStation as part of the wider Lunar New Year celebration rather than just a gaming promotion.
