A look at the mutual engagement between brands and Chinese game IPs

During traditional Chinese festivals, gaming, animation, and comic industries actively release themed content, with games often launching special events well before holidays begin. This trend reflects China’s growing cultural influence globally.

A notable example is the 2025 Mid-Autumn Festival collaboration between McDonald’s China and the Chinese game Black Myth: Wukong. The campaign featured co-branded meals, themed packaging, merchandise, pop-up stores, a short film, and even a board game, offering a rich cultural experience across 7,100 outlets.

The partnership highlights how Chinese festivals—especially Mid-Autumn, centered on reunion and shared emotions—resonate universally. It also shows how Chinese games, supported by strong industry growth and cultural depth, are becoming key platforms for global cultural exchange.

Credit : CGTN