DAMWON Kia Supporter Sunmi's 'Go or Stop?' Audio and MV Released

[Asia Economy Reporter Yu Je-hoon] Kia has released a theme song supporting DWG KIA, the defending champion of the League of Legends World Championship (Worlds). On the 11th, Kia announced that it produced and released the digital single and music video for the DWG KIA theme song "Go or Stop?" featuring K-pop artist Sunmi.

"Go or Stop?" is a song that Sunmi, known as a fan of DWG KIA, personally participated in writing and composing. As the title suggests, the song captures the challenging spirit of DWG KIA players who, at the crossroads of deciding whether to continue the challenge or stop amid ongoing matches, overcome fear and boldly move forward toward victory.

The music video portrays gamers and game streamers active in a space symbolizing the future of esports, with the concept of future gamers, expressed in Sunmi’s unique style. It also features various Easter eggs representing DWG KIA and dazzling performances by Sunmi and the choreography team.

Notably, this project is the first case in Korea where a sponsor dedicates a theme song to a team. Furthermore, it is expected to bring together fans from both fields by combining K-pop, a popular culture genre representing Korea’s MZ generation, and esports.

DWG KIA will use the theme song "Go or Stop?" as their entrance music in major domestic and international matches going forward.

In December last year, Kia signed a multi-year naming sponsorship agreement with DWG KIA through a non-face-to-face business agreement ceremony and has been providing various support under the slogan "Dare to Be Legends" to help the players achieve good results.

Earlier in August, five Kia employees with an average age of 47.6 appeared in a YouTube content titled "My LoL Uncle," where they learned League of Legends firsthand. This effort was praised as going beyond simple support to actively understanding the team.

A Kia official said, "We hope to convey Kia’s sincerity to esports fans and set a good precedent for sponsorship projects," adding, "By combining with K-pop, we expect the foundation of the esports industry to expand, allowing us to communicate with more fans."

This year, DWG KIA has demonstrated outstanding skills by winning the 2021 League of Legends Champions Korea (LCK) Spring and Summer championships and finishing as runner-up at the Mid-Season Invitational (MSI).

As the No. 1 seed of the LCK, DWG KIA will participate in the 2021 Worlds and face FPX (FunPlus Phoenix) from China’s League of Legends Pro League (LPL) in their opening group stage match on the 11th.