MUSIC
LE SSERAFIM Collaborates with Roblox for Immersive 'Berry Avenue' Experience
On the 25th, Roblox introduced collaborative content with LE SSERAFIM (Kim Chaewon, Sakura, Huh Yunjin, Kazuha, Hong Eunchae) in the Seoul map of the popular role-playing game 'Berry Avenue'.
Players can explore elements related to LE SSERAFIM's second album lead single 'CELEBRATION' throughout the game, which is adorned with the group's logo. In the dance studio, players can practice the choreography of the song. A vegetable truck from the music video is featured as a mode of transportation in the game, drawing attention. The avatars of the five members appear on stage to perform 'CELEBRATION', enhancing the immersive experience. Game users can also join the stage to enjoy the performance. This event runs until May 9, with more content to be revealed in a second collaboration.
LE SSERAFIM has previously attracted attention from various global companies. In 2023, they collaborated with Blizzard Entertainment's team-based free action game 'Overwatch 2', creating a buzz with the music video for their English digital single 'Perfect Night'. Their second collaboration last year promoted the mini 5th album track 'So Cynical (Badum)'. Another track, 'Come Over', had its music video produced in collaboration with Google's mobile operating system Android, featuring the use of AI assistant Gemini. This marked the first music video collaboration between Google Android and a K-pop artist.
During their North American tour last year, LE SSERAFIM partnered with Amazon Music to host an offline pop-up event. They were the first K-pop girl group chosen by the major platform, one of the top three music streaming services in the U.S., for such an event. LE SSERAFIM continues to expand their collaborations beyond music, working with global companies in gaming and IT.
LE SSERAFIM is set to release their second full album 'PUREFLOW pt.1' on May 22.
Reporter: Kim Ji-won, TenAsia one@tenasia.co.kr
