A new store dedicated to Black Myth Wukong merchandise drew large crowds of enthusiastic gamers in Beijing.
On January 15th, the joint theme store for China’s pioneering AAA game Black Myth: Wukong and MINISO officially opened in Beijing. The collaboration will explore innovative approaches to IP partnerships, and deliver new and exciting experiences for the “Destined Ones” and fans of both brands.
At MINISO LAND in Beijing, fans of the game formed long lines early in the day, awaiting entry to the store. Adding to the excitement, a cosplayer dressed as a character from Black Myth: Wukong engaged with attendees, eliciting cheers and creating a lively atmosphere.
Co-branded Items Include Red Envelopes
As a dedicated theme store for Black Myth: Wukong, the MINISO LAND Beijing No. 1 location features an official derivatives section with a wide range of products, including plush toys, badges, socks, and accessories. Co-branded items include red envelopes, Spring Festival couplets, and blind bags. In addition to these exclusive offerings, the store showcases over 40 global IP categories, including Harry Potter, Disney, and Sanrio.
Emotional Value Drives Consumer Behavior
Industry analysts note that we are now in an era where emotional value drives consumer behaviour. For interest-driven consumption, strong IP connections resonate deeply with consumers, activating key emotional triggers. This collaboration delves into the cultural essence of the game, blending Chinese heritage with modern retail experiences through diverse products. It not only satisfies consumers’ desire for creativity, but also paves the way for innovative development in China’s cultural and creative industries.
Since its trailer release in August 2024, Black Myth: Wukong has garnered global acclaim and won prestigious awards. Beyond captivating the gaming market, it has ignited worldwide interest in Chinese mythology.
Written by Chen Wang, additional reporting by Beijing Business Today, Economic Information Daily.
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