The League of Legends Champions Korea (LCK) has unveiled ambitious plans for the 2024 season, aiming to expand its fan base and celebrate its players in new and engaging ways. From participating in international tourism expos to hosting major awards ceremonies, LCK is positioning itself at the forefront of eSports popularity.
Between September 7 and 9, 2023, LCK representatives attended the International Travel Expo (ITE) in Ho Chi Minh City, Vietnam, alongside the Korea Tourism Organization. This collaboration is part of their efforts to promote both Korea and its thriving eSports scene to Vietnamese youth, aged 15 to 25, who are increasingly familiar with K-pop and K-drama culture, creating fertile ground for interest in eSports.
At the expo, LCK set up a joint eSports tourism pavilion, effectively merging gaming with travel. Notably, the finals of the 2023 LCK Summer Championship between Gen.G and T1 attracted approximately 400,000 live viewers from Vietnam alone. The burgeoning popularity of League of Legends (LoL) within the country can be traced back to the LCK’s international successes, which have inspired local fans.
Efforts to engage those fans were emphasized as LCK sponsors invited two lucky winners from Vietnam to watch the finals live. This strategic outreach reflects the commitment of the LCK organization to deepen connections with its Vietnamese audience. During the expo, LCK partnered with the Korea Tourism Organization to offer specialized eSports travel packages, featuring interactive gaming booths showcasing characters and themes from League of Legends.
Looking to the horizon, the 2024 LoL KeSPA Cup is set to take place from December 30, 2024, to January 8, 2025, marking its return after three years. The cup, sanctioned by the Korean eSports Association, now serves as a benchmark for selecting players for Korea's eSports national team. Streamed exclusively on Naver's Cheezijik platform, fans can expect high-fidelity broadcasts with real-time commentary by renowned streamers and previous professional players, promising engaging viewing experiences.
Now, as excitement builds for competitive eSports, the 2024 LCK Awards promises to be another significant highlight. Scheduled for December 29 at the Dongdaemun Design Plaza, the ceremony is poised to welcome 1,000 fans—making it among the largest award ceremonies since the introduction of the LCK franchise system. This year’s event is particularly notable as it allows for unprecedented fan participation, following years of pandemic restrictions.
Fans eager to attend the LCK Awards will need to secure tickets starting from 2 PM on December 19 via the Woori WON banking application. Each individual may reserve up to two tickets, which cannot be resold or transferred. Beyond ticketing, special events like fan voting for their favorite moments of the season also encourage greater engagement.
During the awards, LCK will recognize standout performances across various categories including ‘Rookie of the Year’ and ‘Best Head Coach,’ alongside special accolades sponsored by various enterprises connected to LCK. This blend of competitive recognition and fan involvement highlights LCK’s commitment to creating a community-centric atmosphere.
With prior LCK awards having faced limitations on public attendance due to COVID-19, the 2024 ceremony aims to bridge this gap and celebrate both the players and the devoted fandom. Notably, popular caster Seong Seung-heon will lead the event, alongside prominent announcers, ensuring the ceremony is well-presided over.
With such dynamic approaches to fan interaction and eSports promotion, the 2024 LCK season promises to be more than just competition—it’s about community, culture, and the shared celebration of gaming.
