Bulgari x Honor of Kings in-game jewelry skins stir excitement in China

Overview:

Last month, Tencent-owned multiplayer online battle arena game Honor of Kings announced its partnership with Bulgari on social media. The two are set to launch their first-ever in-game digital jewelry skins on July 10. The collaboration, co-presented by Bulgari’s creative director Lucia Silvestri and the jewelry house’s Rome-based design team, as well as Honor of Kings’ development team, aims to explore the unique crossover between gaming and high jewelry.

Netizens’ Reaction:

With over 600 million Chinese players as of March 2023, Honor of Kings is one of the most popular mobile games in China. Brand collaborations with the game almost always generates significant online buzz in China. The teaser video released on June 20 has accumulated over 6 million views on Weibo. Meanwhile, the Weibo hashtag #BulgariHonor of Kings has garnered an impressive 41 million views in two weeks. Anticipation is high for the upcoming drop, with many netizens speculating about the appearance of the skins and which game characters they will be assigned to.