Investing.com– Shares of MINISO Group Holding Ltd (HK:) jumped on Friday and are poised for sharp weekly gains after the company announced a partnership with the popular video game “Black Myth: Wukong.”
The collaboration, unveiled on December 31, 2024, makes MINISO an official partner, with plans to release co-branded products in 2025.
MINISO's Hong Kong-listed shares rose 11.7% to HK$53.50 on Friday, and are set to gain nearly 15% this week.
New York-listed shares closed up 5.5% on Thursday.
“Black Myth: Wukong”, which was released in August 2024, is China's first AAA game and has been a huge hit, with estimated sales exceeding 23 million copies on Steam.
MINISO's strategy focuses on partnerships with popular intellectual properties to enhance consumer engagement. Founder Ye Guofu emphasized that modern consumers are looking for emotional experiences and connections beyond functional products.
The collaboration with “Black Myth: Wukong” is expected to enhance MINISO's brand presence and attract a broader consumer base, which may contribute to the stock's continued performance in the coming months.
