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Smart home innovation meets esports as Midea partners with Honor of Kings for one of the year’s biggest tournaments, the Honor of Kings International Championship 2025 (KIC 2025).

Midea Steps Into Esports

Global smart home appliance giant Midea has been announced as the Official Appliance Sponsor for KIC 2025, marking its first major move into the world of mobile gaming and esports. The international championship, set to take place in the Philippines, will feature 16 elite teams battling for the title of world champion.

The collaboration celebrates Midea’s core philosophy of “Discover Happiness”, bringing technology, comfort, and performance together in both home life and competitive play.

From Football to Esports

Midea’s partnership with Honor of Kings is a surprising yet strategic move. The company is best known for supporting traditional sports, having previously partnered with FC Barcelona and the Asian Football Confederation. Its entry into esports reflects a growing trend of mainstream brands recognising gaming’s massive global audience and cultural impact.

By aligning with Honor of Kings, one of the world’s most-played mobile MOBAs, Midea is tapping into a younger, tech-savvy demographic that values both innovation and entertainment.

The KIC 2025 Experience

The Honor of Kings International Championship 2025 runs from November 14 to 30, featuring 16 top international teams competing for a $1 million USD prize pool and a coveted qualification spot for the Challenger Cup 2025.

The defending champions, HomeBois BSE (formerly Black Shrew Esports), will be back to defend their title against some of the best teams from around the world.

Adding even more flair to the event, Filipino pop sensation SB19 has been announced as the official music artist of KIC 2025. The group will perform the tournament’s anthem live before matches kick off, bringing music, culture, and esports together on one global stage.

For fans who can’t make it to the Philippines, every match will be streamed live across Honor of Kings’ official YouTube and Twitch channels, ensuring that no one misses the action.

Honor of Kings Continues Its Global Rise

Developed by TiMi Studio Group, a subsidiary of Tencent Games, Honor of Kings has become one of the most dominant forces in mobile esports. The game’s 5v5 team-based gameplay has captured millions of players worldwide, making it one of 2025’s most-watched competitive titles.

Just this past weekend, Honor of Kings shattered a Guinness World Record for the largest live audience ever recorded for an esports match, proving its immense global reach and growing influence.

With partnerships like Midea’s joining the fold, Honor of Kings continues to blur the lines between lifestyle, entertainment, and gaming, solidifying its place as a true global phenomenon.