Latin American organisation KRÜ Esports has marked its entry into the Chinese market by participating in the Global Esports Conference 2025, held in Shanghai. The event brought together international stakeholders to discuss global integration, sustainable development, and cross-cultural collaboration within the esports sector.

The organisation, founded in Argentina by football star Sergio Agüero, has launched official social media channels in China as part of its expansion strategy, aiming to strengthen its presence in what it describes as a key market. KRÜ stated that its approach extends beyond competitive play, seeking to deliver a broader entertainment offering that connects with global audiences through content, experiences, and formats that go beyond gaming.

KRÜ’s Commercial Director, Antonella Mancini, took part in a panel alongside representatives from leading teams. She described the conference as an opportunity to establish links with new industry actors and to build bridges between regions through innovation and collaboration.

The conference sessions focused on the development of a global esports ecosystem, talent cultivation, and interregional innovation. According to Mancini, Latin America is undergoing significant growth in esports, with KRÜ positioning itself as an active player in that transformation and engaging one of the largest fan communities in the region.

China is currently in the spotlight in the esports industry, hosting multiple international events and attracting increased global attention.