The distribution industry's fandom marketing area is rapidly expanding to e-sports. As the public awareness of e-sports has increased and female fandom with purchasing power has emerged, the distribution industry is also expanding collaboration with clubs and making efforts to secure related fandom demand. On the 28th, Shinsegae Department Store announced that it will run the ‘Jenrang Gen.G Esports is a global esports company that operates clubs in various sports such as League of Legends (LoL), Battlegrounds, and Valorant, and is the 2025 LCK (League of Legends Champions Korea) integrated season champion. This pop-up was planned in line with the schedule of the ‘League of Legends International Competition 2026 MSI’, which opened at the Daejeon Convention Center in Yuseong-gu, Daejeon. During the tournament, approximately 80,000 domestic and foreign e-sports fans are expected to visit the event venue, a 10-minute walk away from Daejeon Shinsegae. Gen.G team mascot ‘Jenrang’ and Daejeon Metropolitan City