LE SSERAFIM partners with Roblox for 'CELEBRATION' collaboration event

*This content was translated by AI.

Group LE SSERAFIM has partnered with global game creation platform Roblox.

On the 25th, Roblox unveiled various collaborative contents featuring LE SSERAFIM (Kim Chaewon, Sakura, Huh Yunjin, Kazuha, Hong Eunchae) within the Seoul map of the 'Berry Avenue' game. 'Berry Avenue' is one of the most popular role-playing games on Roblox.

Users can experience elements related to LE SSERAFIM's second full-length album lead single 'CELEBRATION' throughout spaces in the game decorated with the group's logo. First, users can practice the choreography for the song in the dance studio. The vegetable truck featured in the music video has been implemented as a mode of transportation in the game, drawing attention. In particular, the five members' avatars appear on stage to perform to 'CELEBRATION', enhancing immersion. Game users can also join the stage to enjoy the performance. The event will run until May 9, with plans to reveal more content in a second collaboration.

LE SSERAFIM has previously received numerous offers from various global companies. In 2023, they conducted their first collaboration with Blizzard Entertainment's team-based free action game 'Overwatch 2', co-producing the music video for the English digital single 'Perfect Night' and generating significant buzz. Later, through a second collaboration last year, they launched a promotion utilizing the mini-album 5th track 'So Cynical (Badum)'. Another track, 'Come Over', had its music video produced in collaboration with Google's mobile operating system Android. In the video, the members utilize Gemini, an AI assistant. This marked the first music video created by Google Android in collaboration with a K-pop artist.

Last year, during their North American tour, LE SSERAFIM collaborated with global company Amazon Music to host an offline pop-up event. This major platform, recognized as one of the top three music streaming channels in the U.S. music market, chose LE SSERAFIM as the first K-pop girl group to conduct an offline pop-up. Thus, LE SSERAFIM is demonstrating high influence by working with various global companies beyond music, including in gaming and IT.

Meanwhile, LE SSERAFIM will officially release their second full-length album 'PUREFLOW' pt.1 on May 22. The album, which will mark a new chapter for the group, depicts the changes and growth that occurred as the five members, who once shouted 'FEARLESS', came to understand fear. Prior to this, the lead single 'CELEBRATION', released on the 24th, is a song celebrating the moment they gained the strength to acknowledge and confront fear. It charted on the 'Worldwide iTunes Song Chart' for four consecutive days. Additionally, as of 6 a.m. on the 28th, it ranked on the iTunes 'Top Songs' in a total of 35 countries and regions.

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*This content was translated by AI.