Investing.com– Shares of MINISO Group Holding Ltd (HK 🙂) rose on Friday and were on track for strong weekly gains following the company’s announcement of a partnership with the popular video game “Black Myth: Wukong.”
The collaboration, unveiled on December 31, 2024, positions MINISO as an official partner, with plans to launch co-branded products in 2025.
Hong Kong-listed shares of MINISO rose 11.7% to HK$53.50 on Friday and were expected to gain nearly 15% this week.
The New York-listed shares closed 5.5% higher on Thursday.
“Black Myth: Wukong”, released in August 2024, is China’s first AAA game and has achieved significant success, with estimated sales exceeding 23 million copies on the Steam platform.
MINISO’s strategy focuses on partnerships with popular intellectual properties to improve consumer engagement. Founder Ye Guofu emphasized that modern consumers seek experiences and emotional connections beyond functional products.
The collaboration with “Black Myth: Wukong” is expected to strengthen MINISO’s brand presence and attract a broader consumer base, which could contribute to the stock’s sustained performance in the coming months.