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This is the first time Jubei appears as a playable character in the series. In the DLC, he shows various aspects as a character including his true powers as the legendary swordsman, inner pains, and the love for his family.

BlazBlue Centralfiction - Additional Playable Character JUBEI

To activate the Steam key you've received, follow the instructions below;

First up, open the Steam client. (If you don't have it, simply click the "Install Steam" button here => Steam Store )
Sign in to your Steam account. (If you don't have one, click here to create a new one => Steam Account)
Click on the "ADD A GAME" button in the bottom corner of the client.
Then, select "Activate a product on Steam..."
Write down or copy-paste the activation key that you've received from %s in the window.
Your game is now visible in your library! Click on your "Library".
And finally, click on the game and select "Install" to start your download.