- CLIENT
- PlayStation
- SCOPE
- Influencer Seeding · Gift Kit
- PERIOD
- 2026.03 ~ 05
- CHANNEL
- YouTube · Instagram · TikTok
A PlayStation influencer campaign for K-console games, console games made in Korea. The games went into gift sets themed on pungryu, the traditional Korean culture of refined leisure, and were sent to five international couple and family channels.
Challenge
Seeding only a console and games tends to produce similar content focused on the product. Influencers and viewers alike are quick to read it as just an ad.
Idea
The experience of receiving the gift became the content itself. The K-console games were laid out as a pungryu spread and sent to international couple and family channels that respond naturally to Korean culture.
Execution
One set per channel: gat hats, dopo robes, jeogori jackets and beoseon socks; hapjukseon folding fans with each person’s name and face drawn on them; a liquor bottle and cups engraved with the channel name and catchphrases; a soban table and floor cushions; a hanging-scroll poster; and a pungryu guide printed on hanji paper. With a PS5 and seven game titles added, each set was wrapped in three bojagi cloths.
Figures as publicly displayed on each platform, as of 2026.6.8
Gift Kit
A pungryu spread.
The key art for the hanging-scroll poster shows scholars in gat hats playing games in the main hall of a traditional house. “Seated in my gat, I wander within the screen; such is a round of pungryu.” The black box holds bundles wrapped in hanji paper and twine, the game titles and a soban table. On top sits the pungryu guide, its instructions written in archaic Korean.
Reactions
Pungryu on five channels.
Opening the gifts, putting on the clothes, spreading the folding fans and playing the games became the content itself. Four long-form YouTube videos and three short-form videos went up between March 31 and May 31, 2026. Short-form drove views; long-form drove comments.
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