Hanwha Life bolsters support for HLE ahead of 2025 LCK
Last year marked a major milestone in the company's esports push, with HLE clinching the LCK summer championship, one of the most coveted titles of the esports scene.
Building on that success, Hanwha Life has enhanced player accommodations, offering each member a private room instead of the previous two-per-room setup. The team bus— which serves not only as transport but also as a dedicated recovery space during competitions and a symbol of the HLE brand — has also been upgraded.
Last year's LCK victory was the culmination of nearly seven years of dedication to esports for Hanwha Life, securing HLE's first championship since its founding in 2018.
The insurer had been the first financial firm to establish its own esports team. At the time, Hanwha Life emphasized its commitment to esports, explaining its decision to build a team rather than simply sponsor one. The move was unexpected, as the local esports scene was struggling with waning popularity, and many companies were pulling back their support.
For Hanwha Life, esports presented a strategic opportunity to connect with younger generations — those in their teens to 30s — who are generally less interested in life insurance, particularly amid declining demand for traditional life and savings insurance products.
The esports initiative is also part of Hanwha Life's broader strategy to promote its global business, particularly in Southeast Asian markets, where esports is thriving, driven by a young, digitally savvy population. Chief Global Officer Kim Dong-won has led this initiative to bolster the company's regional presence and engage with potential young customers.
The company operates in markets such as China and Indonesia, with a particularly strong foothold in Vietnam, where it marked its first cumulative profit in 15 years of operations in 2024.
As HLE's popularity grows internationally, Hanwha Life is seeing the benefits. A fan event in Vietnam last July saw 10 times the number of applicants for the 1,500 available spots, reflecting the team's strong following. According to the company, 30 percent of attendees discovered Hanwha Life through the esports team.
Hanwha Life has announced plans to hold another fan meeting this year.
HLE has already had a strong start to 2025. Ahead of the upcoming LCK championship, the team claimed the inaugural 2025 LCK Cup title in February and triumphed at the 2025 First Stand Tournament, securing its first global victory.
At a recent media day for the 2025 LCK, HLE was named the strongest championship contender by rival teams, underscoring the industry's high expectations for the squad.
This year, 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 company said. 'As great challengers, we look forward to HLE and Hanwha Life pursuing their challenges this year.'
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