From BTS meals to Szechuan sauce from Rick and Morty, there’s a bigger effort to bridge the gap between pop culture fandom and the world of food. While it can be easy to envy such promotions in the West, this trend is also accelerating here in Southeast Asia.
Thanks to the game recharge site Codashop and Malaysian burger chain myBurgerLab, Genshin Impact players were treated to special meals and merchandise as part of this year’s HoYo Fest. The festival has also previously celebrated Honkai Impact and Tears of Themis.
The event is hosted in myBurgerLab’s MyTown store, which has been specially decorated with special Genshin Impact themed decorations.
While this version of HoYo Fest will continue to run at MyTown until December 14, the Codashop Blessed Quest last weekend was held for fans to win exclusive prizes.
Featuring local cosplayers and game influencers, Le Josette and Nessarose, players had a chance to win 2,240 Crystals, 120 Genesis Crystals, and myBurgerLab Food Stamps by taking photos with these cosplayers and uploading them.
As for Genshin Impact-themed meals, players had a choice between The Thundersplitter Chicken Burger Meal and the Five Star Beef Burger Meal. Each meal comes with nachos, Ice Blue Mint tea from the Heavenly Shower, and a host of other Genshin Impact treats.
Avid Genshin Impact fans reportedly waited from 4 a.m. to make sure they got their spot at the HoYo Fest, which certainly shows how dedicated they really are.
Throughout the day, Genshin Impact fans came in droves, all dressed up as their favorite characters. Zhongli cosplayers Raiden Shogun and Venti were among the favorites, as IGN Southeast Asia spotted a lot of them around the mall.
All in all, it was a great time to finally host physical gaming events again, with proper safety procedures in place, of course.
Codashop’s Blessed Quest initiative definitely gave fans plenty to do while they waited their turn to eat, and myBurgerLab delivered when it came to providing ample space and delicious burgers.
Hopefully in the future we will see more major cross promotions of this nature with other great video games.