Investing.com– Shares of MINISO Group Holding Ltd (HK: ) jumped on Friday and were set for sharp weekly gains after the company announced a partnership with popular video game “Black Myth: Wukong.”
The collaboration, unveiled on December 31, 2024, positions MINISO as an official partner, with plans to release co-branded products in 2025.
Hong Kong-listed MINISO shares rose 11.7% to HK$53.50 on Friday, and were set to rise nearly 15% this week.
Shares listed on the New York Stock Exchange rose 5.5% on Thursday.
“Black Myth: Wukong”, released in August 2024, is China’s first AAA game and has achieved significant success, with estimated sales of over 23 million copies on the Steam platform.
MINISO’s strategy focuses on partnerships with popular intellectual property to increase consumer engagement. Founder Ye Guofu emphasized that modern consumers are looking for experiences and emotional connections beyond functional products.
The collaboration with “Black Myth: Wukong” is expected to strengthen MINISO’s brand presence and attract a wider consumer base, potentially contributing to sustained inventory results in the coming months.
