A lighting emblem assembly according to an embodiment of the present invention may include a cover having an installation region surrounded by an inner sidewall and including a light opening formed to pass through the installation region, an inner cover installed in the installation region and including an installation groove, and a lighting module which is installed in the installation groove, is connected to an external power source using a cable connected to a connector, and emits light to an outside through the light opening. The cable may extend between the inner cover and the inner sidewall to an upper end portion of the inner sidewall, and in a state in which the connector extends to an outside of the installation region, a root portion connected to the connector of the cable may be fixedly restricted by a fixing part provided on the inner cover.