Hanwha Life bolsters support for HLE ahead of 2025 LCK

Hanwha Life is stepping up its backing for Hanwha Life Esports because the crew gears up for the 2025 League of Legends Champions Korea season, which kicks off Wednesday.

Final yr marked a serious milestone within the firm’s esports push, with HLE clinching the LCK summer time championship, some of the coveted titles of the esports scene.

Constructing on that success, Hanwha Life has enhanced participant lodging, providing every member a non-public room as a substitute of the earlier two-per-room setup. The crew bus— which serves not solely as transport but in addition as a devoted restoration house throughout competitions and an emblem of the HLE model — has additionally been upgraded.

Final yr’s LCK victory was the end result of practically seven years of dedication to esports for Hanwha Life, securing HLE’s first championship since its founding in 2018.

The insurer had been the primary monetary agency to determine its personal esports crew. On the time, Hanwha Life emphasised its dedication to esports, explaining its resolution to construct a crew relatively than merely sponsor one. The transfer was sudden, because the native esports scene was scuffling with waning reputation, and lots of firms have been pulling again their assist.

For Hanwha Life, esports offered a strategic alternative to attach with youthful generations — these of their teenagers to 30s — who’re typically much less eager about life insurance coverage, notably amid declining demand for conventional life and financial savings insurance coverage merchandise.

The esports initiative can also be a part of Hanwha Life’s broader technique to advertise its world enterprise, notably in Southeast Asian markets, the place esports is flourishing, pushed by a younger, digitally savvy inhabitants. Chief International Officer Kim Dong-won has led this initiative to bolster the corporate’s regional presence and interact with potential younger clients.

The corporate operates in markets equivalent to China and Indonesia, with a very sturdy foothold in Vietnam, the place it marked its first cumulative revenue in 15 years of operations in 2024.

As HLE’s reputation grows internationally, Hanwha Life is seeing the advantages. A fan occasion in Vietnam final July noticed 10 instances the variety of candidates for the 1,500 accessible spots, reflecting the crew’s sturdy following. In accordance with the corporate, 30 p.c of attendees found Hanwha Life by the esports crew.

Hanwha Life has introduced plans to carry one other fan assembly this yr.

HLE has already had a robust begin to 2025. Forward of the upcoming LCK championship, the crew claimed the inaugural 2025 LCK Cup title in February and triumphed on the 2025 First Stand Event, securing its first world victory.

At a latest media day for the 2025 LCK, HLE was named the strongest championship contender by rival groups, underscoring the trade’s excessive expectations for the squad.

This yr, Hanwha Life has adopted the slogan “Great Challengers” for HLE.

“HLE’s journey mirrors Hanwha Life’s venture into new challenges beyond traditional insurance, such as global expansion and leadership in financial artificial intelligence,” the corporate stated. “As great challengers, we look forward to HLE and Hanwha Life pursuing their challenges this year.”

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