Retailers Embrace E-sports as Female Fan Base Grows

South Korean retailers are aggressively expanding into the e-sports arena, forging partnerships with professional teams as the industry's popularity surges and a lucrative female fan base emerges. This strategic shift aims to tap into the growing demand for e-sports-related merchandise and experiences.

Shinsegae Department Store exemplifies this trend with its 'GenLang X Dream Doolie Collaboration Pop-up' event in Daejeon. Running until July 12, the event is timed to coincide with the 'League of Legends International Tournament 2026 MSI,' expecting to draw around 80,000 domestic and international e-sports fans. The pop-up offers 26 types of limited-edition merchandise, including team goods featuring Gen.G Esports' mascot 'GenLang' and Daejeon's symbolic character 'Dream Doolie.'

Fashion brands are also deepening their involvement. Musinsa, a fashion platform, is a sponsor of Gen.G Esports, designing official team uniforms and releasing limited-edition apparel. This collaboration extends to exclusive product launches, highlighting the synergy between fashion and e-sports.

The retail sector's focus on e-sports stems from its escalating public recognition, amplified by its inclusion as a medal sport in the 2022 Asian Games. Viewership figures for major leagues are also on the rise; the League of Legends Champions Korea (LCK) saw a 42% year-on-year increase in average minute viewership in its revamped 2025 season. The domestic e-sports industry's market size has steadily grown, projected to reach approximately 287.2 billion won in 2024, with the global market expected to hit $8.1 billion by 2025.

Furthermore, the increasing purchasing power of female fans is a significant driver. Park Hyung-jun, head of business development at T1, noted that women constitute a majority of their fan base, making targeted product planning crucial. Fashion platform Ably Corporation's collaboration with T1 generated substantial sales, with a collection selling over 100 million won in just 30 minutes, underscoring the strong market potential.