- Faker teams up with McDonald’s Korea to relaunch the Lucky Burger, with part of the sales going to charity.
- The campaign features limited menu items, national ads, and a fan photo event with signed prizes.
- The deal reflects Faker’s rise from esports icon to mainstream brand ambassador.
Lee "Faker" Sang-hyeok, popularly recognized as the face of professional League of Legends, has teamed up with McDonald's in Korea for a year-end charity initiative.
Faker's partnership, which was announced ahead of the holidays, will feature the three-time world champion at the center of the Lucky Burger's return to menus on Dec 26, 2025. McDonald's stated that a percentage of the proceeds from every sale will be contributed to Ronald McDonald House Charities Korea, which helps families care for chronically ill children.
McDonald’s Korea x Faker: Social Media Photo Event
The McDonald’s Korea campaign launched with an advertisement portraying Faker ordering the limited-time burger, tasting it, and giving a thumbs up. The video concludes with him mimicking McDonald's iconic jingle. Apart from the TVs, the ad was shared by McDonald’s Korea over X (formerly Twitter). “Just eating deliciously leads to donations,” said the burger giant in the X post. “The world’s most delicious donation, Luck Burger,” the post further noted.
As per industry reports, the Lucky Burger lineup consists of two varieties, the "Lucky Burger Gold" and the "Lucky Burger Gold Special." Other than that, McDonald's will also introduce "Curly Fries" and the "Gold McFizz" (orange syrup with Sprite).
A social-media photo event will also be running from Dec 27, 2025, to Jan 16, 2026, where winners can win Faker-signed merch. People can also join the event by posting a photo with the required hashtag on Instagram featuring the Lucky Burger and Faker-like "thumbs up" gesture. After posting, participants must submit the URL of their post using the event application, whose link will be available on McDonald's Korea’s official Instagram profile. The winners will then be chosen by a lottery.
Esports x FMCG Items: Long-term Partnership
T1’s Faker has a history of collaborating with major businesses in South Korea, showcasing his widespread recognition in the country. Five years ago, Lotte Confectionery gave Faker his own ice cream flavor, which also featured his picture on the box.
Meanwhile, fast food companies have long collaborated with esports teams and professionals. McDonald's in Sweden let Ninjas in Pyjamas create their own sandwich in 2013. In 2023, TSM collaborated with Jersey Mike's on a multi-year promotion. Chipotle, the FGC giant, sponsored Evo 2025, marking their third partnership. They also partnered with 2XKO and appeared as an in-game package.
For Faker, the sponsorship represents his transition from an elite esports competitor to a mainstream marketing figure in South Korea. His appeal has expanded beyond professional gaming into broader cultural movements and high-profile philanthropic activities.
