There is a big precedent in the Korean esports scene that has been brewing for a long time. For the first time since the launch of the LCK franchise model, a woman took over the post of general manager in League of Legends — Yoo Hee-ji officially headed BNK FEARX. The organization rolled out this announcement after the fateful board of directors, which took place on January 22, a strong move, however.
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Restructuring of FearX and a new brand in esports
SBXG Co., Ltd. It’s becoming a thing of the past — now the team’s operator is officially called FearX Co., Ltd., so that everything matches the brand. This is logical, apparently, because unity in commerce and in the arena is the key to survival in modern business. The publisher says bluntly that from now on all initiatives will revolve around the FEARX name, so as not to confuse fans with unnecessary entities. We used to know them as Sandbox Gaming or Liiv SANDBOX — forget it, this chapter is closed.
Yoo Hee-ji became the first female CEO of LCK. She has extensive experience in managing squads and tournaments, so the appointment looks as justified as possible. The fact that she became the first female CEO of LCK is a historic moment, in fact, breaking the old male traditions of the league. In truth, this is exactly the breath of fresh air that the industry needs.
Kim Hae-chan appointed to the post of CEO of FearX company
The changes have also affected the very top — Kim Hae-chan is now officially the chief executive Officer (CEO). In 2025, by the way, he led the team in the role of general manager and showed excellent growth — his promotion looks quite logical. It seems that the management decided to reward him for his success, because the team has really increased its competitiveness.
Tournament wins and the development of the FEARX Cafe network
All this rebranding did not happen out of thin air — the results of the guys are, in fact, top-notch. Judge for yourself:
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Winning the League of Legends Asia Invitational 2025 was fantastic.
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A confident march on the grid at the current LCK Cup 2026 — they have not lost their form.
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Rebranding of the club cafe: the Mouse Potato establishment in Chongak is now called FEARX Café — a complete immersion in the IP of the club, in short.
As a result, BNK FEARX is going to use this hype to gain a foothold in the global market under a single banner. By the way, combining the FEARX and NEXX brands inside the establishments is a smart step for monetization. Let’s see how the new structure headed by Yoo Hee-ji will cope with the pressure — their ambitions are beyond the limit.
