Why did VPBank bring T1 to Vietnam? When eSports is the connection point for a new generation of customers

The bank broke away from the beaten path and planted its flag in Gen Z territory

Since VPBank officially announced that it would bring the T1 squad with Faker to Vietnam, social networks exploded with hundreds of thousands of posts, comments, and reaction clips from the Vietnamese fan community. VPBank was named “master” when the bank chose a creative direction – bringing the banking brand into the lives of young people through a series of popular culture experiences.

With more than 30 million Vietnamese fans and nearly 640 million global eSports gamers, the pinnacle festival VPBank Presents T1 in Vietnam: The Promise Fulfilled is not simply “catching a trend”, but a strategic decision for VPBank to enter the entertainment ecosystem of young customers – those who are shaping a new wave of culture in the digital society.

If G-DRAGON is an icon in Asian music and fashion, then T1 – with Faker at the center – is the pinnacle name of the global eSports universe. Bringing the most successful team in the history of League of Legends to Vietnam is not only a media push, but also shows a pioneering vision in conquering the “emotional map” of young people.

Instead of following a stereotypical marketing direction, VPBank is showing its ability to perceive the market thoroughly. As Gen Z becomes an important target customer group, brands gradually realize that they cannot apply the same approach to every generation. What Gen Z needs is brand presence in the spaces they live and love.

And that is the reason why VPBank invested heavily to bring the entire T1 squad – the 6-time League of Legends team that won the World Finals championship – to Hanoi. By “planting the flag” in the eSports territory, the banking brand is gradually creating an unmixed identity: youthful, bold, understanding and daring to act.

The entire T1 squad went to Vietnam and had their first fan meeting in Vietnam

Financial brands live alongside popular culture

Not only investing in appearance, VPBank also puts effort into experience. The VPBank Presents T1 in Vietnam – The Promise Fulfilled event takes place over two days December 20-21, 2025 at the Vietnam Exhibition Center (VEC) with a series of activities featuring the gaming community. The first day is free, offering an exhibition space, food court, cosplay and fan-fan interactions. The second day – the highlight of the program includes the All-Star showmatch between T1 and Vietnam team, and a unique fan meeting with the participation of Faker, Doran, Keria, Oner and Peyz with thousands of fans present directly at the event and millions of online fans.

VPBank also chartered a charter flight to transport T1 members to Vietnam in the best resting conditions. The ATI fire phoenix mascot was also brought on the same flight by VPBank, causing the entire T1 fan community to melt. Vietnam is also the only fan meeting location to date where T1 has special permission to bring trophies to display so that fans can “count trophies” with the team, and of course the person who opened the door and offered to pay for all expenses was the “golden owner” VPBank. These are the details that make not only the fan community feel appreciated but also the international media surprised by the level of investment. In addition, the fact that MC Lee Sung-Hoon – a familiar face to global T1 fans – also participated in hosting the program shows that VPBank does not want to just organize an event, but create a truly memorable moment.

Ticket holders will also receive exclusive fan-kits such as limited edition Coolmate t-shirts, “letters” from T1 members themselves sent to Vietnamese fans with beautifully framed photos, cheering fans, tote bags, hand banners and full photocards. Every detail bears the T1 mark, showing that this is not simply an eSports event – it is a meeting between idols and the community, between the brand and target customers.

All of the above activities affirm VPBank’s new positioning – not only appearing as a sponsor but as an experience creator. The bank is following the direction of building brand identity from cultural depth, from truly connecting with the psychology, preferences and consumption habits of young customers.

After G-DRAGON, now T1 – VPBank not only brings global icons to Vietnam, but also helps millions of young people have the opportunity to come into closer contact with their idols, connect with the community they belong to, and arouse positive inspiration. Each event is not just an experience, but the next step on the journey to creating spiritual prosperity – a concept increasingly appreciated by new generation customers.

As the world becomes increasingly flat and competition no longer lies in promotional messages but in brand emotions, VPBank is choosing to enter the hearts of customers. With eSports, VPBank has created a new “communication channel” with a completely new set of customers – where emotions are prioritized, the community is connected, and the brand is naturally attached to every happy and proud moment of young people. It’s not a single campaign, it’s a strategic direction, where the financial brand lives alongside popular culture.