“The mortal fate is hazy, the immortal fate is vague, the family relationship is gone, and the Jiang Mansion invites you.” This beautiful opera lyrics comes from the domestic game “Genshin Impact”, which has been played more than 7 million times on overseas video platforms and has received rave reviews in the comment area.
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In the past year, the cultural dissemination of the digital IP “Genshin Impact” created by miHoYo has become a hot topic on overseas social media. A promotional video of a game character has been played more than 20 million times overseas, and new players check in to watch it every day. Committed to cultural export, integrating Chinese traditional cultural elements into games, and combining traditional opera with the virtual world, innovating while inheriting.
In an interview with CCTV, Liu Wei, co-founder and president of miHoYo, mentioned: “Cultural inheritance and integration are one of our major selling points. To express Chinese culture is not to simply apply Chinese elements mechanically, but to create products with Chinese characteristics. For example, in “Genshin Impact”, we used elements of traditional opera, such as integrating opera music into the game to showcase Chinese traditional culture; based on real natural landscapes, showing China’s beautiful rivers and mountains; insisting on using Chinese pinyin to promote the cultural communication boom. The new character Yunjin launched this year is an attempt to combine traditional opera with the virtual world. Through innovative interpretation of Chinese traditional culture, it arouses the audience’s enthusiasm for traditional culture.”

MiHoYo attaches great importance to the protection, management and operation of intellectual property rights, and has formed a professional intellectual property team to escort IP construction related trademarks and copyrights. At present, MiHoYo has a complete set of intellectual property protection measures in the creative, implementation and application stages.

MiHoYo is also committed to broadening the boundaries of content, allowing players to feel the charm of the fantasy world in real life outside the virtual world through IP linkage, and allowing IP images to accompany players in real life.