Le Sserafim Collaborates with B Mart and Overwatch 2… K-pop Marketing Penetrating Daily Life

In celebration of the comeback of their 2nd single album ‘Made My Night’, Le Sserafim has presented a new attempt that breaks away from traditional album distribution methods. According to their agency, Source Music, the distribution channel for this album has been expanded so that it can be received immediately on the release day through B Mart within Baedal Minjok. This is a strategy to move away from the method where fans had to visit specific stores to purchase albums, and instead allow them to consume music through an everyday grocery shopping platform.

Additionally, Le Sserafim has expanded its cultural touchpoints by conducting their second collaboration with the game ‘Overwatch 2’. The agency stated that they select collaboration partners by prioritizing the points where musical messages and the strengths of the partner intersect. Moving beyond simple promotion, they are presenting a new consumption experience for K-pop content through a ‘kind delivery person’ strategy that directly visits fans' daily lives and gaming environments.

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