Rakuten Viki, the leading destination for Asian entertainment, has launched a new brand campaign starring global K-pop group LE SSERAFIM. “Viki Pass It On” celebrates the passionate fans powering Asian entertainment’s skyrocketing global popularity with a video spot running on CTV as well as major social and digital channels. In addition, LE SSERAFIM has curated a watch list for Viki subscribers of the group members’ favorite Asian series.
Created in partnership with creative agency UNFOLD, “Viki Pass It On” launches today in the U.S. and other key global markets. Watch the spot here.
The campaign launches as Viki’s audience approaches 130 million registered users and follows the recent premiere of Viki’s original K-drama co-production Dive into You. Next up is the debut of another co-production, The Painted Soul, a Korean animated series coming to Viki on October 21.
The ad spot celebrates fans' passion for Asian entertainment. As LE SSERAFIM prepares to take the stage, the group passes around a mobile device, with each member spotlighting a favorite Viki show that reflects her personality – from addictive K-dramas and swoon-worthy C-dramas to variety shows. Each handoff captures the essence of how fan culture spreads: the thrill of discovering something you love and sharing it with your friends.
“Asian entertainment, from K-pop to Korean and Chinese dramas, has found a passionate global audience because of the extraordinary talent behind it, the compelling stories, and the fans who share it with each other,” said Karen Paek, vice president of Marketing at Viki. “This campaign is a tribute to those fans, and we're proud to celebrate them alongside LE SSERAFIM.”
Viki is available to watch for free (with advertisements) or without advertisements through tiered subscriptions of Viki Pass Standard and Viki Pass Plus, and is available on web and several platforms via desktop, mobile, streaming devices, and connected TVs.
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