Gaming giant Hoyoverse embraces fan-made merch at upcoming Hoyo Fest convention

Straits Times

12 hours ago

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Singapore-based artist Astrea Lim is among a cast of 38 creators now in the limelight at Hoyo Fest 2025.
SINGAPORE - Fan-made merchandise will be in the spotlight at an upcoming event by a major gaming company, an unusual move in an industry that is usually protective of its intellectual property (IP).
Some 38 creators will be allowed to hawk their wares at Hoyo Fest, held at Suntec Singapore Convention and Exhibition Centre from July 25 to July 27.
'We are devoted to engaging fans and fostering an enthusiastic and inclusive global community that provides access and encouragement for people to share their passion for ACG (anime, comics, games) through their own creativity and skills,' said a spokesperson for event organiser Hoyoverse - the global publishing and branding arm of Mihoyo, a major Chinese video game developer.
The creators to be featured at the event's Artist Alley have been vetted by the company to ensure product quality and non-usage of AI, its spokesperson added.
Fan-artists such as Ms Astrea Lim and Ms Emi Moreno are thrilled by Hoyoverse's move. This will be their first time selling fan-made Hoyoverse merchandise at a convention targeted at fans of the franchise.
'It's a very good opportunity for creators to show their works while also being surrounded by the community,' said Ms Lim, who is known as Astrea on social media.
Ms Lim's signature line of jewellery, featuring necklaces, rings and earrings inspired by Hoyoverse character, are her most popular offering.
ST PHOTO: GIN TAY
Supporting fan artists is a 'win-win' situation for Hoyoverse since game developers get to focus on the game development, while ensuring that their fans are still entertained by fresh ideas, said Ms Moreno.
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'This is a really big change in the industry… they (Hoyoverse) are a company that really understands the value of the hype,' said the illustrator and video game concept artist, who goes by the handle Eggyolkceo.
Across four of Hoyoverse's major action-role playing game titles - Genshin Impact, Honkai: Star Rail, Honkai Impact 3, and Zenless Zone Zero - Hoyoverse has generated about $112 million in total revenue from the Singapore market, according to data analytics firm Sensor Tower.
Sensor Tower noted that, since its release in September 2020, the Genshin Impact mobile game has accumulated over 215 million downloads across both App Store and Google Play worldwide. Over 677,000 downloads were estimated to come from Singapore.
Hoyo Fest started out at the Aniplus Cafe at the Esplanade Mall in 2021, and expanded into a lobby space in the Suntec City Mall in 2024. The event, which also ran in Malaysia, Philippines, Indonesia, Thailand, and Vietnam, had about 150,000 participants across these countries in 2024, according to the company's spokesperson.
In terms of event space, the fifth iteration of Hoyo Fest here will be the largest one thus far. It is the first time the annual event will be ticketed.
For years, fan-made merchandise - prints, pins and plushies - thrived at ACG conventions and online marketplaces. However, the sale of fan-made merchandise may constitute copyright infringement.
While some companies tolerated it, others cracked down.
Large media franchise companies are typically highly protective of their IP and do not permit the sale of fan-made merchandise without authorisation. This is because IP makes up a substantial part of the company's value, said Mr Mark Teng, executive director at That.Legal LLC.
One example is how Pop Mart, the IP holder for Labubu and The Monsters, reportedly
considered taking action against unauthorised use of its characters , including in food products sold by vendors.
Poorly executed or off-brand fan creations may dilute the distinctiveness of the brand or adversely affect how it is perceived by the public, Mr Teng explained.
The Artist Alley thus 'reflects a forward-looking strategy that embraces the creative energy of fan communities,' added Mr Teng, who is also a co-vice-chair of the IP Practice Committee at the Law Society of Singapore.
Ms Moreno, who started creating fan art in 2023 after she graduated from a private art school here, said fan-made merchandise offers a meaningful way to re-imagine and relive the stories they love.
'I expand on the original IP, not because it is missing something, but to explore different narratives and spaces within a story I already know,' she said.
Ms Moreno's art prints - priced at $18 for A3, $14 for A4, and $8 for A5 - are her most popular products among Singaporean customers.
PHOTO: EGGYOLKCEO
Ms Lim said fan-made items are popular because of the variety in offerings, a point echoed by Ms Lee Leen, a 23-year-old freelance illustrator who has been collecting fan-made merchandise for over eight years.
'There are times when I can't find the type of merchandise I want from the official store, and when I find the fan artists' style to be very appealing,' she said, adding that she prefers buying fan-made merchandise over official products.
Hoyo Fest 2025 will also be concurrently held in Indonesia, Malaysia, the Philippines, Vietnam and Thailand.