From passion to product: Artist Alley kicks off at sold-out Hoyo Fest convention
SINGAPORE - It is shaping up to be a dream weekend for full-time crochet artist Sherry Mak.
Just as she has in years past, the gaming fan, who is in her late 30s, is attending the three-day Hoyo Fest Singapore, an annual event organised by industry giant Hoyoverse.
But this year's edition is different: She is among 38 artists granted a spot at the Artist Alley, where
creators can sell their fan-made merchandise , sanctioned by Hoyoverse.
It is a first in five editions of the event and deviates from the industry norm - where large media franchises are typically protective of its intellectual property.
The air at Suntec Singapore Convention and Exhibition Centre, where the event is held, buzzed with excitement on July 26 as fans gathered to celebrate their shared love for Hoyoverse's sprawling universes.
Fans dressed up as their favourite characters at Hoyo Fest on July 26.
ST PHOTO: KUA CHEE SIONG
Event-goers are greeted by snaking queues, cosplayers, and merchandise booths, each vying for attention at every corner.
Over 6,000 tickets for the event, which runs from July 25 to 27, were all sold out on its opening day.
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In the spotlight this year are four of the company's games – Genshin Impact, Honkai: Star Rail, Honkai Impact 3 and Zenless Zone Zero, which has generated about $112 million in total revenue from the Singapore market, according to data analytics firm Sensor Tower.
Ms Mak's booth was down to its bare bones when The Straits Times visited at about 2.30pm. Her stock of about 100 self-made wares - from keychains and crocheted card pouches, to spectacle holders - were mostly replaced with 'sold out' signs. Her creations range from $18 to $30, with larger customised dolls from $68.
With her lunch placed aside, she was busy making restocks of her standout attraction: crochet stuffed dolls of characters from Hoyoverse games, each taking her about five hours to craft.
Ms Sherry Mak's most popular products are a series of Honkai: Star Rail characters redesigned as little crochet birds.
ST PHOTO: KUA CHEE SIONG
'Many of my items were sold out on the first day, and I'm hoping to restock as much as I can for tomorrow,' quipped Ms Mak, adding that this has been her most successful sales outing at an event since she converted to selling fan-made merchandise full-time over a year ago.
'I appreciate that Hoyoverse allows us to make fan merchandise and sell them without having to worry about intellectual property issues,' she said.
Her experience mirrors that of several other participating artists, including 29-year-old Jie Yin Yong, professionally known as Jyyin.
Ranging between $2 and $85, some of her creations were already sold out, something that she said she was not expecting to happen this quickly at this event, given her experience at other events previously.
The star items at her booth are a series of character birthday cards, and miniature charms of characters from Genshin Impact - one of three Hoyoverse games she has played every day for the past four years, averaging up to two hours daily.
To date, she has made a charm for 110 characters, including all 101 playable characters. She takes a day or two to draw each creation, before they are turned into a charm, or a Polaroid-style print.
'I usually just see clips of Hoyo Fest online and felt like I really missed out! I'm just happy to be able to attend this year,' Ms Yong said, adding that she looks forward to participating again next year.
Ms Jie Yin Yong said she was surprised to see the Artist Alley being introduced this year, and applied without a second thought.
ST PHOTO: KUA CHEE SIONG
A Hoyoverse spokesperson said: 'We are thrilled to have these talented creators display their fan merchandise at the Artist Alley at Hoyo Fest.
'At the same time, it is also heartening to see the Hoyoverse community respond so positively to the artists, and supporting them and their craft.'
Hoyo Fest started out at a cafe the Aniplus Cafe at Esplanade Mall in 2021, and expanded into a lobby space at Suntec City mall in 2024. The 2025 iteration is the largest one in terms of event space, and the first time it is ticketed.
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Ms Mak's booth was down to its bare bones when The Straits Times visited at about 2.30pm. Her stock of about 100 self-made wares - from keychains and crocheted card pouches, to spectacle holders - were mostly replaced with 'sold out' signs. Her creations range from $18 to $30, with larger customised dolls from $68. With her lunch placed aside, she was busy making restocks of her standout attraction: crochet stuffed dolls of characters from Hoyoverse games, each taking her about five hours to craft. Ms Sherry Mak's most popular products are a series of Honkai: Star Rail characters redesigned as little crochet birds. ST PHOTO: KUA CHEE SIONG 'Many of my items were sold out on the first day, and I'm hoping to restock as much as I can for tomorrow,' quipped Ms Mak, adding that this has been her most successful sales outing at an event since she converted to selling fan-made merchandise full-time over a year ago. 'I appreciate that Hoyoverse allows us to make fan merchandise and sell them without having to worry about intellectual property issues,' she said. Her experience mirrors that of several other participating artists, including 29-year-old Jie Yin Yong, professionally known as Jyyin. Ranging between $2 and $85, some of her creations were already sold out, something that she said she was not expecting to happen this quickly at this event, given her experience at other events previously. The star items at her booth are a series of character birthday cards, and miniature charms of characters from Genshin Impact - one of three Hoyoverse games she has played every day for the past four years, averaging up to two hours daily. To date, she has made a charm for 110 characters, including all 101 playable characters. She takes a day or two to draw each creation, before they are turned into a charm, or a Polaroid-style print. 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