The release of the much-anticipated video game Black Myth: Wukong has ignited a wave of consumer activity across China, driving a surge in video game sales and tourism to historical sites featured in the game.
The game, based on the classic Chinese novel Journey to the West, has not only captivated gamers but also sparked renewed interest in China’s rich cultural heritage.
Gaming Sales Soar Following Release
The launch of Black Myth: Wukong caused a notable spike in video game-related purchases.
Data from Alibaba’s platforms shows a 130% rise in sales of video games on its Taobao e-commerce site compared to the previous week. Searches for the game title surged nearly 14 times on the same day, underscoring the excitement among gamers.
PlayStation 5 (PS5) sales also saw a significant boost, doubling year-on-year during the week leading up to the game’s release.
The PS5 held the top spot in Tmall’s video game equipment rankings for four consecutive days, as Chinese consumers flocked to upgrade their consoles for a high-quality gaming experience.
Tmall’s game console sales recorded an 80% year-on-year increase, further highlighting the game’s impact on the market.
In addition, Alibaba’s second-hand trading platform, Xianyu, reported a 300% increase in searches for PS5 consoles in August, reflecting a broader interest in gaming hardware driven by the release of Black Myth: Wukong.
Tourism Surge in Shanxi Province
The game’s influence extends beyond the digital world, sparking a surge in tourism to Shanxi province. The game’s visuals are inspired by Shanxi’s ancient temples, carved grottoes, and rugged mountains, prompting many gamers to visit the real-life locations that mirror the game’s enchanting landscapes.
On Fliggy, Alibaba’s travel platform, searches for Shanxi locations and accommodations doubled on the day of the game’s release.
This summer, Shanxi saw a 70% year-on-year increase in tourism bookings, driven by travelers from major cities like Beijing, Shanghai, Zhejiang, and Henan. The rise in ticket orders and car rentals indicates a broader interest in exploring the cultural sites featured in the game.
Shanxi’s appeal lies in its rich history, being home to three UNESCO World Heritage Sites and structures dating back to the Tang dynasty. The province is benefiting from the renewed interest generated by Black Myth: Wukong, with many tourists eager to connect with the ancient world depicted in the game.
A New Era for Gaming and Tourism in China
The success of Black Myth: Wukong highlights the growing connection between digital entertainment and cultural tourism in China. As a game that immerses players in ancient China’s history and folklore, it has set a new standard for gaming experiences while encouraging real-world exploration.
This trend showcases how digital media can stimulate economic activity beyond the screen.
A recent survey by gaming industry consultancy Niko Partners found that 62% of PC gamers in China spent more in the first quarter of 2024 compared to the same period last year, reflecting the broader enthusiasm for gaming in the country.
As Black Myth: Wukong continues to gain popularity, its impact on consumer behavior in China is expected to grow.
This phenomenon opens up new possibilities for the integration of cultural themes in video games and further collaboration between the gaming and tourism sectors to promote travel and cultural appreciation.