miHoYo Sues 37Interactive Subsidiary Over Unauthorized Use of Honkai Impact 3rd Assets

Recent reports from enterprise database Qichacha reveal a new legal dispute between miHoYo and a subsidiary of 37Interactive Entertainment. The case involves the unauthorized use of 'Cang Xuan' (Fu Hua), a character from miHoYo's game 'Honkai Impact 3rd', in advertisements designed to lure users to a game called 'Jiuzhou Mingyuedao'.

In reality, this is not the first time these two companies have clashed in court. Previously, a 37Interactive subsidiary was ordered to pay a mere 30,000 RMB for using 'Genshin Impact' assets. This recurring issue has sparked intense debate within the player community regarding the 'low cost of infringement'.

The player community's reaction is scathing. Many argue that a 30,000 RMB penalty is negligible—essentially 'pocket change'—and offers zero deterrence. Some netizens mockingly suggested that 37Interactive might as well pay for a '3 million RMB VIP membership' to secure the right to keep using these assets, pointing out that such cheap acquisition costs only encourage repeat offenses.