HoYo FEST is one of the most anticipated gaming events on the South East Asian gaming calendar. Taking place in Singapore, Malaysia, Thailand, Vietnam, Indonesia and Philippines, the event brings together HoYoverse fans of Genshin Impact, Honkai: Star Rail, Honkai Impact 3rd and Zenless Zone Zero in a multiday celebration of community.
The 2025 edition of HoYo FEST featured a new Artist Alley where fans could purchase HoYoverse-inspired merchandise from local creators. This is marked the first time a gaming company has allowed fan-created merchandise to be sold at its Southeast Asian events.
With this in mind, I pitched the stories of creators to a variety of mainstream media outlets in South East Asia, showcasing HoYoverse’s willingness to support fan creators and the community at large. Despite the fact that mainstream media rarely covers gaming news, we got pick ups from mainstream outlets such as The Straits Times(Singapore), The New Straits Times(Malaysia), IDN Times (Indonesia), PhilStar (Philippines) among others.
