LE SSERAFIM Viki Campaign Celebrates K-Drama Fan Culture

Rakuten Viki has launched a new brand campaign starring K-pop group LE SSERAFIM. Titled Viki Pass It On, the LE SSERAFIM Viki campaign is rolling out today in the United States and other key global markets, and it celebrates the fans whose recommendations have helped Asian entertainment travel worldwide.

The campaign centers on a video spot running on connected TV and across major social and digital channels. In the ad, the group members pass around a mobile device as each spotlights a favorite Viki show that reflects her personality, from addictive K-dramas and swoon-worthy Chinese dramas to variety shows. The LE SSERAFIM Viki campaign was created in partnership with creative agency UNFOLD.

Alongside the spot, the group has curated an exclusive watch list of the members' favorite Asian series for Viki's fan community. According to the announcement, each handoff in the ad captures a familiar fan experience: finding a show you love and immediately wanting someone else to watch it too.

Inside the LE SSERAFIM Viki campaign

The LE SSERAFIM Viki campaign arrives as Viki's audience approaches 130 million registered users. It follows the recent premiere of Viki's original K-drama co-production Dive into You, with the debut of another co-production, the Korean animated series The Painted Soul, coming to Viki on October 21.

The campaign's framing reflects how Asian entertainment actually spreads. Viewers discover new shows, share recommendations and introduce them to their own communities, and the announcement notes the theme has strong resonance across Southeast Asia. Viki marketing vice president Karen Paek said the campaign pays tribute to those fans, and that the company was proud to celebrate them alongside the group.

That regional note is deliberate. LE SSERAFIM has built a strong following across Southeast Asia, with the region playing a prominent role in the group's expanding global presence. Their 2026 Pureflow world tour includes stops in Singapore and Manila, with Manila hosting two shows in December following the group's sold-out 2025 concert in the Philippines.

Beyond the spot itself, the LE SSERAFIM Viki campaign leans on the members' own viewing habits. Each member's picks reflect her personality, and the format mirrors how recommendations already move through fan communities, with one person finding a show and passing it on.

Who LE SSERAFIM are

LE SSERAFIM consists of Kim Chaewon, Sakura, Huh Yunjin, Kazuha and Hong Eunchae. Formed in 2022, the group is the first girl group from Source Music under Hybe, and they debuted that May with their first mini album Fearless. They are currently on their Pureflow world tour across Asia, North America and Europe, and recently released the single album Made My Night.

The group has become a fixture on major live stages, including a headline performance at BlizzCon and the iHeartRadio Music Festival, where they became the first K-pop girl group to take the festival stage. In April 2024, they also became the fastest K-pop act to perform at Coachella following their debut, and their first English single Perfect Night became a global hit. That live footprint is part of why the LE SSERAFIM Viki campaign puts the members themselves at the center of the brand push.

Why Viki picked this moment

Viki, part of Rakuten Group, describes itself as a leading global destination for Asian entertainment, with a library of dramas, variety shows, movies and Viki Originals from across Asia. It is available to watch free with advertisements or ad-free through tiered Viki Pass subscriptions, on web, mobile, streaming devices and connected TVs. Pairing that push with a group whose fan base lives on the same social platforms as the campaign gives the LE SSERAFIM Viki campaign a ready-made audience.

Pop culture has given fans plenty to follow this month, from the Rolling Stones deluxe edition to the Cameron Winter Carnegie Hall film trailer. For K-drama fans, the next date on the calendar is the debut of The Painted Soul later this month. As the campaign announcement and K-pop coverage both note, the watch list is live now.