Comfee, a home appliance brand, has announced a new collaboration with the popular MOBA game Honor of Kings. The partnership is centred around the upcoming 2025 Honor of Kings International Championship (KIC2025), as the brand seeks to connect with a new generation of consumers in Southeast Asia.
The KIC2025 tournament is scheduled to take place in Manila, Philippines, from 14–30 November 2025. The event will feature 16 of the world’s top teams competing for a total prize pool of $1 million. According to a press release, this international championship is a key part of Honor of Kings’ strategy to expand its global ecosystem, blending esports with cultural programmes.
Also read: Honor of Kings breaks Guinness World Record for largest esports attendance
As part of the campaign, Comfee is promoting its air conditioning product line. “Together with Honor of Kings, Comfee invites Indonesian families to experience a life where performance is not limited to the game, but is also present in your home,” the company stated.
Developed by TiMi Studio Group, a subsidiary of Tencent, Honor of Kings is one of the world’s most popular mobile MOBAs. The game is published globally by Level Infinite, Tencent’s international games brand, which also handles PUBG Mobile.
