News of T1 - the most accomplished team in League of Legends history - arriving in Hanoi on 20-21/12 created a buzz across social media platforms. A brand representative stated this was not a costly venture for "fame" but a carefully calculated investment in future customers.

The T1 team in Vietnam on 20-21/12. Photo: VPBank

With over 30 million fans in Vietnam and part of a 640 million global esports player community, League of Legends has evolved beyond a mere video game into a pop culture phenomenon. VPBank's entry into this field signals a shift in marketing strategy: instead of seeking customers through traditional financial channels, the bank chose to be present within the entertainment ecosystem that Gen Z passionately embraces.

While past collaborations with G-DRAGON helped the bank establish its presence in music and fashion, the partnership with T1 and Faker demonstrates an understanding of the digital lifestyle. "Faker is not just a gamer; he is a symbol of resilience, discipline, and striving for excellence – values that align with the bank's brand positioning", a VPBank representative said. Furthermore, bringing T1 to Vietnam is the quickest and most effective way for this financial brand to "unlock" the door to the world of young people.

Beyond paying appearance fees, the bank chartered a private plane to transport T1 members, including Faker, Doran, Keria, Oner, and Peyz, to Vietnam, ensuring their health and privacy. Notably, Vietnam is the sole destination in their international event series granted permission to display the world championship trophy (Summoner's Cup) and the phoenix mascot ATI. The substantial insurance and transportation costs incurred to allow Vietnamese fans to "count the cup" with their idols show that VPBank aims not just to host an event but also to create lasting memories for the community.

The event, held at the Vietnam Exhibition Center (VEC), was designed as a multi-faceted cultural festival. The first day offered free admission with exhibitions, cosplay, and culinary activities to maximize brand exposure. The second day focused on a deeper experience, featuring an All-Star showmatch and a fan meeting, where fans interacted directly with their idols, guided by MC Lee Sung-Hoon, a familiar face to the global LCK community.

Perspective of T1's first fan meeting in Vietnam. Photo: VPBank

According to the bank's representative, VPBank's attention to each customer "touchpoint" is a strategic highlight. From limited-edition t-shirts in collaboration with Coolmate, framed letters from the players, to fan-kit gift sets including photocards and tote bags, everything was designed to personalize the experience.

Through this event, VPBank redefines banking not just as a provider of capital or payment services, but also as an experience creator, contributing to the community's spiritual prosperity. The partnership with FPT Play, VNGGames, Samsung Odyssey, VPBank Securities, and Red Bull for the event also indicates a trend of alliances between major technology, finance, and entertainment entities, aiming to fully leverage the fan economy.

(Source: VPBank)