Recently, eagle-eyed players discovered that HoYoverse's 'Genshin Impact' has become the exclusive sponsor of the Korean survival show 'BOYS PLANET,' produced by CJ ENM. As the first episode aired, the game's branding appeared prominently, taking many in the Chinese community by surprise.
The reactions have been polarized. Some view it as a case of 'do as the locals do,' suggesting that targeting a popular Korean reality show is a logical marketing strategy for the local market. Given that Genshin has previously collaborated with everything from luxury cars to paint companies, this move is considered 'on-brand' for their eccentric marketing history.
However, many others are skeptical. Critics point out that the survival show franchise is notorious for its past 'vote-rigging' scandals and alleged xenophobic behavior toward non-Korean contestants. Some players argue that associating the brand with such a controversial show is a poor decision, leading to speculation that this might be an ill-advised initiative by the local Korean operations team rather than a strategic corporate choice.
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