Global powerhouse K-pop girl group LE SSERAFIM has officially joined forces with premier global streaming platform Rakuten Viki to launch the high-profile "Pass It On" brand campaign. Kicking off on October 14, this strategic partnership bridges the gap between top-tier idol culture and the ever-expanding universe of Korean television. At the heart of this collaboration is a meticulously curated K-drama watchlist compiled directly by the members of LE SSERAFIM, offering fans a rare, intimate look at the cinematic and episodic storytelling that inspires them behind the scenes.
Spanning genres from time-bending metaphysical romances and high-stakes supernatural worlds to feel-good romantic comedies, military fantasy, and classic coming-of-age melodramas, the group’s handpicked selection highlights a sophisticated and diverse taste in entertainment. As Hallyu (the Korean wave) continues its relentless global expansion, partnerships of this magnitude underscore how deeply interconnected the worlds of K-pop and K-drama truly are. This comprehensive report explores the genesis of the "Pass It On" campaign, breaks down each title featured on LE SSERAFIM’s official Viki watchlist, and analyzes the broader cultural implications of this milestone entertainment collaboration.
Detailed Chronology of the Collaboration
The Genesis of the "Pass It On" Campaign
The groundwork for the partnership was laid as Rakuten Viki sought a culturally influential, trendsetting voice to headline its autumn brand initiative. With their fierce independence, chart-topping musical releases, and massive international fanbase, LE SSERAFIM emerged as the ideal creative collaborators.
October 14: Rakuten Viki officially rolled out the "Pass It On" brand campaign worldwide, positioning LE SSERAFIM at the absolute forefront of the marketing initiative. The campaign’s core thesis centers on the organic sharing of cultural moments—how fans pass down their favorite recommendations, how artists draw inspiration from narrative art, and how digital streaming platforms foster global communities.
Mid-October to Present: Alongside promotional video spots and behind-the-scenes content highlighting the group members discussing their personal viewing habits, Viki unveiled a dedicated, comprehensive collection page featuring LE SSERAFIM’s curated drama selections.
The LE SSERAFIM Curated Watchlist: A Comprehensive Breakdown
The group’s official watchlist features a dynamic mix of all-time classic masterpieces and buzzy, contemporary hits. Below is an exhaustive breakdown of the titles included in the LE SSERAFIM x Viki curation.
1. Lovely Runner
Genre: Time-Slip Romance / Fantasy
Starring: Kim Hye Yoon, Byeon Woo Seok
Premise: Adapted from a wildly popular web novel, this emotionally charged time-slip romance follows Im Sol, a devoted fan whose life is shattered by the tragic death of her ultimate idol, Ryu Sun Jae. Given a miraculous second chance, she travels back in time to her high school days to alter fate and save him from his impending doom.
Why It Resonates: Blending high-stakes emotional stakes with nostalgic youth elements, it strikes a chord with audiences intimately familiar with the deep bond between artists and fans.
2. Guardian: The Lonely and Great God (Goblin)
Genre: Supernatural Fantasy / Romance
Starring: Gong Yoo, Lee Dong Wook, Kim Go Eun
Premise: An undisputed monumental classic of Hallyu history, the series follows Kim Shin, an immortal goblin cursed to witness the deaths of those he loves while searching for his destined human bride to pull out the invisible sword in his chest and end his eternal life. Along the way, he co-habitates with an amnesiac grim reaper and becomes entangled with a spirited high school student.
Additional Inclusion: Viki’s collection also highlights the Guardian: The Lonely and Great God 10th Anniversary special content, commemorating the enduring legacy of this cultural milestone.
3. W
Genre: Sci-Fi / Thriller / Romance
Starring: Han Hyo Joo, Lee Jong Suk
Premise: When surgeon Oh Yeon Joo’s father—a famous webtoon artist—mysteriously vanishes, she sets out to find him, only to be physically pulled into the alternate universe of his webtoon, W. There, she encounters Kang Cheol, an Olympic gold medalist and self-made multi-millionaire who serves as the webtoon’s tormented protagonist.
Why It Resonates: Its meta-narrative structure and breakneck pacing offer a masterclass in high-concept screenwriting.
4. Heirs
Genre: Elite Coming-of-Age / Melodrama
Starring: Lee Min Ho, Park Shin Hye
Premise: A quintessential high school drama that defined an era of K-drama fandom, Heirs explores the turbulent lives, romances, and internal power struggles of ultra-wealthy chaebol heirs attending an exclusive private high school—and the working-class girl who unexpectedly disrupts their privileged ecosystem.
5. The Legend of Kitchen Soldier
Genre: Military Fantasy / Comedy
Starring: Park Ji Hoon
Premise: This inventive military fantasy-comedy stars Park Ji Hoon as Private Kang Sung Jae, an ordinary army cook whose mundane military service takes a bizarre, magical turn when a mysterious quest window manifests before his eyes, launching him on a culinary journey to become a legendary chef.
6. Dream to You
Genre: Romantic Comedy
Starring: Hwang In Youp, Hyeri
Premise: A heartfelt romantic comedy exploring the themes of ambition, burnout, and healing, Dream to You centers on the fateful reunion between Woo Soo Bin, a genius film director who has finally achieved his lifelong dreams, and Ju Yi Jae, a hard-working reporter who has completely lost sight of her own aspirations.
7. To My Beloved Thief
Genre: Historical Fantasy / Body-Swap Romance
Starring: Nam Ji Hyun, Moon Sang Min
Premise: Blending historical intrigue with supernatural body-swapping elements, this drama follows Hong Eun Jo, a woman who inadvertently leads a double life as the legendary folk bandit Gil Dong, and Yi Yeol, a studious Joseon royal prince who ends up swapping souls with her while attempting to hunt her down.
8. Dear X
Genre: Psychological Thriller / Melodrama
Starring: Kim You Jung
Premise: A dark, character-driven narrative focusing on Baek Ah Jin, an A-list actress who hides a ruthless, manipulative nature beneath a pristine public facade, leaving a trail of ruined lives in her wake as she relentlessly claws her way to the absolute pinnacle of fame and fortune.
9. A Bona Fide Killer
Genre: Action / Workplace Comedy
Starring: Kong Hyo Jin
Premise: A high-concept action comedy that tackles the ultimate modern dilemma: work-life balance. Kong Hyo Jin stars as Yu Bo Na, an unassuming corporate manager at Durumi Electronics who secretly moonlights as "Kingfisher," a legendary elite sniper.
10. Positively Yours
Genre: Modern Romantic Comedy
Starring: Choi Jin Hyuk, Oh Yeon Seo
Premise: Based on a smash-hit webtoon, this series explores the chaotic fallout of a fateful one-night stand between Kang Du Jun and Jang Hui Won—two cynical individuals who had both officially sworn off the institution of marriage.
11. Dive Into You
Genre: Fantasy Romance / Time-Slip
Starring: Kim Ji Yeon, Jang Se Hyuk, Park Seo Ham
Premise: A complex soul-swapping fantasy romance initiated when a tragic accident swaps the soul of top actress Yoon Ha Na with her twin brother, forcing her to travel back in time and fight desperately to prevent the untimely death of her first love.
12. While You Were Sleeping
Genre: Supernatural Legal Mystery / Romance
Starring: Suzy, Lee Jong Suk
Premise: This beloved supernatural thriller follows field reporter Nam Hong Joo, who possesses the uncanny ability to foresee tragic future events in her dreams, and Jung Jae Chan, an idealistic prosecutor who unexpectedly develops the exact same precognitive capability, leading them to team up to prevent disasters before they unfold.
Supporting Context & Industry Metrics
The convergence of K-pop and streaming platforms like Viki represents a calculated evolution in global media marketing. According to industry data analytics from digital entertainment consultants, cross-promotional campaigns involving tier-one idol groups yield exponentially higher engagement rates among Gen Z and Millennial demographics compared to traditional banner advertising.
Audience Synergy: Over 70% of global K-pop fans also consume Asian dramas regularly, making platforms like Viki prime real estate for music-to-video cross-pollination.
Digital Footprint: Social media clips featuring LE SSERAFIM members discussing their favorite emotional scenes and comfort shows garnered millions of views within the first 48 hours of the campaign’s launch across Instagram, X (formerly Twitter), and YouTube.
Official Statements and Industry Insights
Speaking on behalf of the partnership, Rakuten Viki marketing executives emphasized the cultural authenticity of LE SSERAFIM’s involvement. Rather than serving as passive spokespeople, the members actively engaged with the platform’s catalog, selecting titles that genuinely reflect their personal tastes, late-night relaxation habits, and artistic inspirations.
"The ‘Pass It On’ campaign is fundamentally about connection—connecting fans to the stories they love, and connecting artists to the narratives that spark their own creativity," noted a Viki brand representative during the global rollout. "LE SSERAFIM embodies modern creativity, resilience, and global appeal, making them the ultimate partners to champion our diverse library of content."
Future Outlook
As the "Pass It On" campaign continues to roll out worldwide throughout the fourth quarter, industry analysts expect to see an immediate surge in viewership for the highlighted titles on Viki’s platform—particularly lesser-known fantasy and indie-hit webtoon adaptations that benefit immensely from idol endorsements.
For LE SSERAFIM, this partnership further solidifies their status not merely as musical performers, but as multidimensional cultural icons whose lifestyle, tastes, and artistic preferences actively shape global pop-culture discourse. Fans and drama enthusiasts alike can explore the complete, officially curated LE SSERAFIM K-drama collection directly on the Rakuten Viki platform.
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