Sony aims to leverage the popularity of Japanese social media star Mumeixxx to promote PlayStation 5 ahead of the Tokyo Game Show (Sep. 25-28) through a series of TikTok-style promotional videos.

Sony released four vertical, fast-edited videos featuring Mumeixxx, 20, who has nearly five million TikTok followers and more than a million YouTube subscribers. The promotional content departs from Sony’s typically high-concept marketing, opting instead for a format more aligned with social media consumption patterns.

The videos showcase approximately 14 upcoming PS5 titles, including “Ghost of Yōtei,” “Digimon Story: Time Stranger,” “The Seven Deadly Sins: Origin,” and “Dragon Quest 1 & 2 HD-2D Remake.”

Rising Influencer Brings Versatile Appeal

Mumeixxx, who began posting content seriously in 2020 during her first year of high school, gained viral attention for videos showcasing dramatic transformations in her appearance. Her content typically features choreographed dances with changing makeup and outfits, appealing to viewers with what fans describe as “adorable” and “addictive” videos.

The TikToker, whose name derives from “mumei” (meaning “unknown” in Japanese), spends two to three hours filming and editing each of her daily posts, which typically run between a few seconds and 20 seconds.

Mumeixxx expanded her career in 2024 with a singing debut, releasing the electronic dance track “Put Your Hands Up” under Pony Canyon. 

The collaboration with Sony represents another step in her evolving influence across multiple entertainment platforms.