How Seoul became the world’s esports capital and is using it as a key tourism strategy

How Seoul became the world’s esports capital and is using it as a key tourism strategy


Outside Jonggak Station in central Seoul on a chilly Saturday evening, the air carries a hum of anticipation as an escalator climbing towards the third floor of a downtown office complex funnels hundreds of League of Legends fans towards a single glowing destination: LoL Park, the home of the League of Legends Champions Korea (LCK) competition and the beating heart of Seoul’s esports scene.

An hour before the big match between KT Rolster and Gen.G begins, the concourse feels like a high-stakes cross between a football derby and a movie premiere. Fans in team-branded beanies line up for barbecue chicken and beer, while others pose for photos under towering character statues.



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