The group LE SSERAFIM teamed up with the global game creation platform Roblox to engage in multidimensional communication with fans around the world.
On the 25th, a variety of collaborative content with LE SSERAFIM was unveiled across the Seoul map in Roblox's popular role-playing game "Berry Avenue." This collaboration was planned to commemorate the release of LE SSERAFIM's second full-length album lead single "CELEBRATION," and elements that reflect the group's identity were placed throughout the game.
Users can practice the high-difficulty choreography of "CELEBRATION" in the game's dance studio, ride the vegetable truck that appeared in the music video and caused a sensation as they roam the Seoul map, and enjoy other special experiences. In particular, the avatar performances of the five members appearing at the venue deliver an immersion as if watching the actual stage and have drawn explosive reactions from users. This first event runs through May 9, and richer content will be added through a second collaboration afterward.
This is not the first time LE SSERAFIM has collaborated with global corporations. They already captured global game fans in 2023 by becoming the first K-pop artists to collaborate with Blizzard's OVERWATCH 2.
In the "Come Over" music video produced with Google Android, they drew IT industry attention by showing the use of Google's AI assistant "Gemini." In addition, an offline pop-up held with Amazon Music during their North American tour was the first record for a K-pop girl group, showing that LE SSERAFIM has established itself as a powerful global brand beyond being just singers.
LE SSERAFIM, concentrating firepower through global collaborations, will officially release their second full-length album "PUREFLOW" pt.1 on May 22. The album is known to capture the changes and growth experienced as the members who once shouted "FEARLESS" face their fears, raising fans' expectations to a peak.
The lead single "CELEBRATION," released ahead of the comeback, not only appeared on the iTunes worldwide song chart for four consecutive days after its release, but as of the morning of the 28th was placed high on the iTunes "Top Songs" charts in a total of 35 countries/regions, signaling a green light for the group.
[Photo] Source Music, Roblox
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