Myth to market: The global rise of Chinese game Black Myth: Wukong

Since its debut in 2020, Black Myth: Wukong, China‘s first AAA (highest quality) game’s clout has been rapidly building. On August 20, it launched for PC and PS5, quickly topping the charts, becoming the second most popular game on Steam with over 2.1 million concurrent players and selling more than 4.5 million copies within 24 hours of release. Presales clocked in at more than 400 million RMB ($55.83 million). “I deleted all the games on my computer to download Black Myth: Wukong. I’m thinking of buying a PS5 now,” says Julian Ye, a 30-year-old Chinese engineer, who downloaded the game five days ago and has played it every night since. Developed by independent studio Game Science, Black Myth: Wukong is an action role-playing game (RPG) set in a world inspired by the classic Chinese novel Journey to the West starring the Monkey King — a monkey that possesses supernatural powers — combining stunning graphics with a Dark Souls style gameplay experience. Why is it making a stir? The game’s success is evident in the sales numbers and the cultural conversations it has ignited. On Weibo, China’s equivalent to Twitter, the hashtag “Black Myth: Wukong” (#黑神话悟空#) climbed to number 27 on the Hot Search list with 1.06 billion views, while another hashtag related to the lifting of the review embargo reached number 32, amassing 19.3 million views. This viral attention and preorder success have piqued investor interest, leading to a surge in the share prices of related companies. Zhejiang Publishing, the game’s publisher, saw its shares hit the upper price limit on June 12, following the game’s rapid ascent to the global number one spot in preorders. Shenzhen Zesum Technology, which created the exclusive co-branded controller that quickly sold out, saw its shares rise nearly 15% over four days. Major investors in the game, such as Tencent and Huayi Brothers, also experienced gains, with Huayi’s shares jumping 13% in a single day on August 15. The game’s storyline, rooted in Chinese mythology and literature, has resonated with players worldwide, offering a rare example of Chinese cultural narratives being embraced on an international stage. Players assume the role of “the Destined One,” an anthropomorphic monkey with supernatural powers based on Sun Wukong (孫悟空), the Monkey King, a central character in Journey to the West — a narrative rich in Chinese mythology, Confucianism, Taoism, and Buddhist folklore. Inspired by the game, many players, including foreign ones, started to read the Chinese book. “The 3D cinematic quality brings out the charm of Chinese culture. I particularly enjoy reading the character biographies after completing each stage, learning about each minor demon's story. It feels like revisiting the pure joy of watching Journey to the West as a child,” says Ye. Cultural travel boom The game has particularly impacted Shanxi, a province home to 27 of the game’s 36 filming locations. Interest in Shanxi tourism has surged, with searches on platforms like Trip.com increasing by over 10%, and ticket orders for certain scenic spots rising by 236% YoY. The game has also drawn attention to Shanxi's rich cultural heritage, which includes a large number of ancient buildings dating back to the Tang Dynasty and the Republic of China period This newfound interest has translated into increased tourism and cultural engagement, as seen in the hashtag “tourists urge Shanxi to prepare for pouring wealth,” which has garnered over 110 million reads on Weibo. Destinations are jumping onboard. Huaguo Mountain offers free visits for players completing the Black Myth: Wukong. Visitors only need to show the in-game screenshots of the game’s completion. The Shanxi Provincial Department of Culture and Tourism, even released a promotional video featuring real-world locations depicted in the game. This video has driven a surge in Chinese tourist interest, dubbed “Wukong Travel,” with travel platforms reporting significant increases in searches and bookings for locations featured in the game. Big brands collabs pile in The game’s success has also influenced discussions in the tech and consumer goods markets. Several brands have already capitalized on the game’s popularity. Companies like Nvidia, Hisense, Lenovo, Didi Qingju, Luckin Coffee, and JD have partnered with Black Myth: Wukong for marketing collaborations, with products quickly selling out. This trend mirrors previous partnerships between luxury brands and games, such as Louis Vuitton’s collaboration with League of Legends in 2019 and Burberry’s partnership with Minecraft in 2022. With Black Myth: Wukong’s current viral popularity, the game is an obvious collaboration partner for luxury brands looking to localize and stay relevant among China’s youth. Luxury brands are beginning to recognize the importance of emotional engagement, as evidenced by a shift towards enhancing customer experiences through VIC (Very Important Customer) events and other marketing initiatives. However, there is still a gap in providing fresh, innovative experiences that meet the deeper emotional needs of consumers, especially in an economic environment that is increasingly challenging. Emotional consumption and immersive experiences According to a 2023 youth consumption survey by DT Business Observation, nearly 50% of young people are willing to pay for emotional value, shifting from mere “buying and using” to active participation and immersion in experiences. The survey reveals that 64% of consumers place a high importance on spiritual consumption, with younger consumers showing even more interest. Consumers are now creating worlds of spiritual satisfaction, measured across emotional depth, cultural enrichment, and self-fulfillment. A joint report by Bain & Company and Altagamma confirms that consumer preference for luxury experiences over physical products continues to grow. Overall, Black Myth: Wukong represents a significant moment for China’s cultural and gaming industries. It demonstrates the potential for Chinese cultural products to achieve global success, and also highlights the increasing importance of cultural confidence and emotional engagement in consumer behavior. The game’s impact on tourism, investment, and cultural discourse reflects a broader trend of China asserting its cultural heritage on the world stage. As the game continues to capture the imagination of players worldwide, it also sets a precedent for future Chinese media and entertainment exports.

China-made game ‘Black Myth: Wukong’ triumphs

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China-made game ‘Black Myth: Wukong’ triumphs