K-pop’s global reach keeps finding new ways to move culture, and the latest proof comes from Rakuten Viki, which is putting LE SSERAFIM at the center of a campaign built around how fans spread Asian entertainment to one another. The streaming platform’s new initiative, “Viki Pass It On,” launches today and leans into the group’s massive following, particularly in Southeast Asia.
LE SSERAFIM Curates an Exclusive Watch List of Favorite Asian Series for Viki’s Global Fan Community
SEOUL, SOUTH KOREA, October 15, 2026 /EINPresswire.com/ — Rakuten Viki, K-pop group LE SSERAFIM. The “Viki Pass It On” campaign is designed to spotlight the passionate fan communities that are fueling the worldwide surge in Asian entertainment, with particularly strong traction across Southeast Asia. The effort includes a video spot rolling out on CTV plus major social and digital platforms, along with an exclusive watch list hand-picked by LE SSERAFIM members featuring their favorite Asian series.
Developed alongside creative agency UNFOLD, “Viki Pass It On” debuts today in key global markets. The concept mirrors how Asian content spreads through fandom: viewers stumble upon new shows, pass along recommendations, and bring their own circles into the fold.
The timing is notable, as Viki’s audience is closing in on 130 million registered users. The campaign arrives hot on the heels of the platform’s original K-drama co-production Dive into You, with another co-production, the Korean animated series The Painted Soul, set to premiere on Viki on October 21.
The commercial brings that fan dynamic to life on screen. As LE SSERAFIM gears up to hit the stage, the members pass a mobile device among themselves, each one highlighting a favorite Viki show that fits her personality—ranging from addictive K-dramas and swoon-worthy C-dramas to variety programming. Every handoff taps into a moment any fan knows well: discovering something you love and feeling the immediate urge to make someone else watch it.
“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.”
LE SSERAFIM’s connection to Southeast Asia runs deep, with the region playing a significant role in the group’s expanding global footprint. Their 2026 PUREFLOW world tour includes stops in Singapore and Manila, with two December shows in Manila following the group’s sold-out 2025 concert in the Philippines.
Since forming in 2022, LE SSERAFIM—made up of KIM CHAEWON, SAKURA, HUH YUNJIN, KAZUHA, and HONG EUNCHAE—has kept the momentum going with the recent release of the single album Made My Night. Their live resume now includes a headline slot at BlizzCon® 2026 and the iHeartRadio Music Festival, where they made history as the first K-pop girl group to perform on that stage.
Viki remains accessible to viewers at no cost with ads, or ad-free through Viki Pass Standard and Viki Pass Plus subscriptions. The service is available on the web and across desktop, mobile, streaming devices, and connected TVs.
Fans can dive into the “Pass It On” collaboration content featuring Viki and LE SSERAFIM, and follow Viki on Instagram, TikTok, Facebook, YouTube, and X.
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About Rakuten Viki
Rakuten Viki stands as a leading global destination for Asian entertainment, drawing audiences worldwide with its extensive library of dramas, variety shows, movies, and Viki Originals from across Asia. With more than 127 million registered users in 190+ countries and territories, Viki’s personalized streaming experience lets fans discover and watch stories they love, brought to life through curated content and high-quality subtitles. As part of Rakuten Group, Inc., a global powerhouse in e-commerce and internet services, Viki and its entertainment news site Soompi connect a worldwide community of passionate fans through Asian entertainment.
About LE SSERAFIM
LE SSERAFIM, consisting of KIM CHAEWON, SAKURA, HUH YUNJIN, KAZUHA, and HONG EUNCHAE, are the first girl group formed by SOURCE MUSIC under HYBE. Since their powerful debut in May 2022 with 1st mini album FEARLESS, they have steadily expanded their global presence. The group entered the Billboard 200 at No. 14 with 2nd mini album ANTIFRAGILE, reached No. 6 with their 1st studio album UNFORGIVEN, and most recently earned their fifth consecutive Top 10 album as ‘PUREFLOW’ pt. 1 debuted at No. 10. Their first English single “Perfect Night” became a global hit, followed by their first Billboard Hot 100 entry at No. 99 with “EASY.” In April 2024, LE SSERAFIM became the fastest K-pop act to perform at Coachella following their debut and have taken stage at major international events including MTV VMAs and EMAs. “SPAGHETTI (feat. j-hope of BTS)” later reached No. 50 on the Billboard Hot 100, the group’s highest-charting single to date, and earned a Best K-Pop nomination at the 2026 MTV Video Music Awards. The nomination marked their second at the VMAs, following their 2024 win for PUSH Performance of the Year with “EASY.” In 2026, LE SSERAFIM are taking their ‘PUREFLOW’ world tour across Asia, North America, and Europe, alongside the release of their 2nd single album Made My Night.
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Why it matters: This campaign marks another step in the blurring line between music fandom and streaming entertainment, as platforms lean on K-pop’s built-in community to drive discovery. With Viki nearing 130 million users and LE SSERAFIM breaking barriers on global stages, the partnership signals how deeply Asian pop culture has embedded itself in mainstream viewing habits worldwide.
Carla Moreno
Habi
