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BNK FEARX has appointed Yoo Hee-ji as its new General Manager, marking this the first time a woman has held the role since the League of Legends Champions Korea (LCK) adopted its franchising model.
According to an announcement released by the organisation, the appointment formed part of a wider leadership and structural overhaul approved during a board meeting on January 22nd. As part of the changes, BNK FEARX also rebranded its operating entity from SBXG Co., Ltd. to FearX Co., Ltd., aligning the company name with its esports organisation.
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The organisation said the move was designed to create brand consistency across its competitive and commercial operations, with all future initiatives operating under the unified FEARX name.
Leadership Changes Follow Solid Competitive Year
Yoo Hee-ji, newly appointed General Manager at BNK FEARX, is a long-standing figure in the Korean esports industry, with experience spanning team operations and competitive management. Her appointment has drawn attention not only for its seniority but also for its historical significance within the LCK ecosystem, where leadership roles at franchised teams have traditionally been held by men.
Alongside Yoo’s appointment, BNK FEARX confirmed that Kim Hae-chan has been promoted to Chief Executive Officer. Kim previously served as the team’s General Manager throughout 2025 and was credited by the organisation for overseeing a period of competitive growth.
The leadership changes follow a strong competitive year for FEARX. The team won the League of Legends Asia Invitational 2025, and has since carried that form into the ongoing LCK Cup 2026.
Beyond management changes, the organisation is also continuing its brand consolidation efforts offline. Its Jonggak clubhouse café, previously operating as Mouse Potato Café, has been rebranded to FEARX Café, incorporating updated FEARX and NEXX intellectual property throughout the venue. The team previously competed as Sandbox Gaming and Liiv SANDBOX.
According to the announcement, BNK FEARX plans to use its recent momentum to further strengthen the FEARX brand and explore additional global business opportunities under its unified identity.
The post BNK FEARX appoints LCK’s first female General Manager in franchising era appeared first on Esports Insider.
