Partnership debut activates Vietnam’s esports fans at LCK event
The members of Gen.G pose for a photo with Vietnamese fans.(Photo provided by Ottogi)
Ottogi Corporation announced on May 12 that it had successfully deployed marketing activities by participating in the ‘2026 KRX Homefront LCK (DRX vs GEN)’ event held in Vietnam from May 8 to 10.
This event was the first official project jointly presented by the two companies since Gen.G and Ottogi signed a strategic partnership on April 9.
The event was structured around participatory programs spanning online and offline, under the core message ‘Everyday TASTE, Everyday PLAY (Delicious Ottogi is with you in every moment of gaming)’. Notably, the operation of a brand experience program tailored to the local market, reflecting the characteristics of Vietnam’s strong esports fandom, proved to be a key factor in its success.
First, on Ottogi Vietnam’s social media channels (Facebook, Instagram, TikTok), a ‘VIP Ticket Lucky Draw Event’ was held for fans of Gen.G and Ottogi. The event, which began on the 24th of last month, provided two tickets to each winner, building anticipation for the main event.
At the event site, an experiential ‘GEN.G X OTOKI’ fan booth was operated, capturing the attention of visitors. It drew active participation from local esports fans with a variety of experiential content such as ▲Pickleball Toss, ▲Find the Hidden Ottogi and Genrangi, and ▲Random Prize Draw Game, along with a photo zone and an SNS hashtag event. The Gen.G players also visited the booth and participated in the games themselves, heightening the on-site excitement.
After the main match, a fan meeting with the Gen.G players was held for 400 S-seat ticket holders. The players communicated with local fans through various programs including mini-games, a ramen name-guessing quiz, a lucky draw, and a high-touch (a fan greeting where hands are touched), capturing the hearts of Vietnamese esports fans.
During this event, brand exposure was strengthened, focusing on the key strategic products of the Vietnam subsidiary. Familiarity with five products—▲Jin Ramen Mild, ▲Jin Ramen Spicy, ▲Beijing Jjajang, ▲Yeul Ramen, and ▲Oppa Ramen Cheese Bokkeummyun—was increased by linking them with player concepts. Through the provision of photo cards with recipes for each product and content like ‘Cook Ottogi Ramen Like the Players,’ the company encouraged voluntary creation of social media content by visitors, maximizing the effect of online dissemination.
An official from Ottogi Corporation stated, “This event was a meaningful moment where we delved deep into the Vietnamese esports fandom with Gen.G, allowing them to experience the Ottogi brand naturally.” He added, “We plan to continuously expand our points of contact with the local market through various global marketing activities.”
Choi Mun-hee
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