Baek-eok Coffee is reviewing follow-up measures regarding its sponsorship based on customer feedback received in connection with a PUBG esports tournament. The company plans to determine its actions after verifying the facts and the tournament organizer's response, and will announce the outcome accordingly.
In a notice titled 'Notice Regarding Customer Feedback on PUBG Esports Sponsorship Participation' posted on its official website on September 20, Baek-eok Coffee stated that expressions of disappointment and concern were submitted to its customer inquiry board regarding recent issues surrounding the PUBG esports tournament it sponsors. The company expressed regret over the situation and stated that it takes customer feedback very seriously.
Baek-eok Coffee outlined a three-step response: First, it will verify the facts and the status of the organizer's response. Next, following an internal review, it will determine follow-up actions regarding its sponsorship. Finally, it will announce the finalized results and measures on its website notice board. Specific measures will be decided once the review is complete.
This announcement comes amid ongoing controversy over competitive fairness in 'PUBG Asia Stars 2026.' On September 19, Krafton apologized for the match administration on the first day and announced measures such as broadcast delays for key matches, re-issuing operational guidelines, and enhancing monitoring. Krafton subsequently excluded Vietnamese participants 'HIMASS' and 'TANVUU' from the remaining matches and announced a further investigation.
The Korean team did not participate in Day 2 matches on September 19. Streamer Kim Seong-tae, a member of the Korean team, had previously announced his intention to boycott the event, stating that the contents of the Vietnamese participants' apology differed from the explanation he had received from Krafton.
Baek-eok Coffee noted that customers can submit additional feedback through the customer inquiry board on its website. A final decision regarding its sponsorship will be announced after verifying the facts and the organizer's response.
