Investing.com– Shares of MINISO Group Holding Ltd (HK:9896) jumped on Friday and were set for sharp weekly gains after 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 release co-branded products in 2025.
Hong Kong listed MINISO shares surged 11.7% to HK$53.50 on Friday, and were set to gain nearly 15% this week.
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 enhance 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, potentially contributing to sustained stock performance in the coming months.