Hit game boosts sales of related products

Personal computers, Sony Play-Station 5 consoles and other merchandise are flying off the shelves in China, fueled by the overwhelming popularity of the new Chinese video game Black Myth: Wukong.

The action role-playing game, developed by Chinese company Game Science and inspired by the classic 16th-century novel Journey to the West, has captured the attention of gamers even before its launch on Tuesday, sparking a buying frenzy for advanced gaming consoles.

PS5 sales increased by more than 100% year-on-year between August 13 and 19, according to Alibaba’s e-commerce platform Tmall. In the same week, sales of other electronics such as laptops, keyboards and e-sports headphones saw strong year-on-year growth of more than 80%, according to Tmall data.

Electronics makers such as Sony, Ipason, Razer and Logitech saw their sales increase rapidly after the game’s launch, the platform said.

Before Black Myth: Wukong hits stores, national coffee chain Luckin Coffee has released an Americano variant inspired by the game, along with limited-edition 3D posters, cup holders, and other free accessories with the purchase of coffee combos.

While the Americano Special was sold out at many Luckin stores, the company ran out of 3D posters nationwide within seconds of their launch, nearly crashing its online system.

“The buying frenzy demonstrated by Chinese male customers, who make up the majority of the country’s video game consumer base, has changed our perception of their purchasing power,” said Yang Fei, chief growth officer of Luckin Coffee.

Black Myth: Wukong, which allows players to take on the role of one of the novel’s heroes, Sun Wukong, also known as the Monkey King, and navigate his epic adventures to the west, has sold over 10 million copies worldwide within three days of its launch.

It has become one of the best-selling video games of all time, according to VG Insights, a video game market research platform.

Hailed as China’s first Triple-A masterpiece, Black Myth: Wukong boasts excellent visual effects and could serve as a model for other Chinese video games that aspire to keep gamers around the world glued to their seats, industry experts said.

“The Chinese novel Journey to the West has been widely adapted overseas, and Wukong’s image has been popular for a long time. The play combines Chinese and international elements, easily attracting global attention,” said Li Yang, associate professor of marketing at Cheung Kong Graduate School of Business.

“Compared with Chinese books, video games enjoy a higher market penetration rate among young overseas consumers. The game’s high-end production and authentic English subtitles help accurately convey the emotions of the original novel. This has helped spread Chinese culture and export Chinese games to the world,” he added.

China has become the world’s largest gaming market, surpassing the United States, providing ample business growth opportunities for game developers, according to global data firm IDC.

The popularity of Black Myth: Wukong has been similar to that of domestic hits such as The Wandering Earth and Wolf Warrior II, observers said.

According to Founder Securities, as the first high-quality game produced locally and comparable to foreign products is launched, many players will spontaneously promote the game, driven by a sense of national pride, thus creating a positive word-of-mouth effect.

Shen Yang, 31, a gamer and office worker in Beijing, said: “Our generation read Journey to the West when we were young. Black Myth: Wukong gives me a sense of familiarity and national pride, as many of the game’s visual elements are inspired by scenic spots in China. The production is also on par with top-quality foreign games.”

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