Comfee Partners with Honor of Kings for Esports in Indonesia

Comfee has announced a strategic co-branding partnership with the popular mobile game Honor of Kings, aiming to enhance the esports landscape in Indonesia. This collaboration merges Comfee’s expertise in smart home solutions with the dynamic global presence of the 2025 Honor of Kings International Championship (KIC2025). The partnership is designed to connect with younger consumers through the universal themes of competition, creativity, and lifestyle enhancement.

The KIC2025 will take place in Manila, Philippines, from November 14 to 30, 2025. The event features a competitive prize pool of US$1,000,000, with 16 elite teams vying for victory under the theme “Rise for Honor.” This championship represents a significant milestone in the global expansion of the Honor of Kings ecosystem, which is already well-known for its vibrant gaming community.

In addition to high-stakes competition, KIC2025 aims to engage Indonesian fans with cultural programs that incorporate elements from both the Philippines and Indonesia. This blend of competition and culture promises an enriching experience for attendees, elevating the event beyond just gaming.

As part of this initiative, Comfee is launching the Gusto inverter air conditioner, designed to cater to the needs of gamers and active lifestyles. With this product, Comfee aims to create environments that enhance performance both in gaming and daily life. The partnership invites Indonesian households to transform their living spaces, emphasizing the idea that home performance can complement gaming excellence.

Honor of Kings, developed by TiMi Studio Group, has become the world’s leading multiplayer online battle arena (MOBA) game, boasting over 200 million registered users and more than 100 million daily players. The game is celebrated for its intricate character designs and immersive gameplay, enhanced by soundtracks from renowned composers like Hans Zimmer and Joe Hisaishi.

The game operates on a free-to-play model, ensuring fairness in gameplay where success is determined by skill rather than financial investment. This accessibility has fostered a robust esports ecosystem, supporting both amateur and professional players.

The collaboration with Comfee is a part of the broader strategy employed by Level Infinite, Tencent’s global gaming brand, which aims to provide engaging gaming experiences and support a network of developers and partner studios worldwide.

As the KIC2025 approaches, both Comfee and Honor of Kings are poised to redefine the intersection of gaming and lifestyle in Indonesia, inviting fans and households to embrace a future where performance and innovation converge seamlessly.