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 course of action after verifying the facts and the tournament organizers' response, and will announce the outcome accordingly.
In a notice titled "Notice Regarding Customer Opinions on PUBG Esports Sponsorship Participation" posted on its official website on the 20th, Baek Eok Coffee stated that customer inquiry boards received expressions of disappointment and concern due to recent issues surrounding the PUBG esports tournament it is participating in as a sponsor brand. The company expressed regret over the matter 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 organizers' response. Next, following an internal review, it will determine follow-up actions regarding its sponsorship, and announce the finalized decision and actions on its website notices. The specific actions will be decided after the review is complete.
The announcement comes amid ongoing fairness controversy surrounding the operation of PUBG Asia Stars 2026. On the 19th, KRAFTON apologized for the match operations on Day 1 and announced measures including broadcast delays for key matches, re-issuing operational guidelines, and strengthening monitoring. It subsequently excluded Vietnamese region participants 'HIMASS' and 'TANVUU' from the remaining matches and signaled further investigation.
Team Korea did not participate in Day 2 matches held on the 19th. Earlier, streamer Kim Seong-tae, a participant on Team Korea, announced his intention to withdraw, stating that the contents of the Vietnamese participants' apology differed from the explanation he had received from KRAFTON.
Baek Eok Coffee informed customers that they can leave additional feedback on the inquiry board of its website. The final decision regarding its sponsorship participation will be announced after confirming the facts and the organizers' response.
