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The game version of Destiny: embark on the journey to the West to obtain Buddhist scriptures and go through the 81 difficulties again Cross-border version of Tianmingren: Open the backstage to check the account, Nikkei 99 81 difficulties
Dominating the hot search list, co-branded peripherals sold out quickly, and the number of online players exceeded one million per day... After the launch of the first domestic 3A game "Black Myth: Wukong", it quickly swept major social platforms, topped the game sales list in various countries, and became a global topic.
As the "Journey to the West craze" intensifies, cross-border sellers with a keen business sense have begun to seize business opportunities in the hope of becoming the "destined person" who can make a fortune from it. It is learned that on the day of the release of "Black Myth: Wukong", related topics such as #Black Myth Wukong#, #Black Myth Wukong Play#, and #Black Myth Wukong Pre-sale Exceeds 400 Million# dominated the hot search list. At the same time, according to statistics from the domestic game best-selling list, as of the 21st, "Black Myth: Wukong" has sold more than 4.5 million copies on platforms such as Steam, wegame and ps, with total sales exceeding 1.5 billion yuan, and the peak number of concurrent online players on Steam has reached 2.357 million. It is also worth mentioning that the popularity of Black Myth: Wukong on TikTok has also soared. The number of works in the topics #wukong and #blackmythwukong has exceeded 10,000 . Among them, there are videos of users making their own golden hoop that have received high praise, and there are also overseas players who recommend the English version of Journey to the West, becoming the "spokesperson" of Chinese culture. ▲ The picture comes from TikTok As of August 22, the official TikTok account of Black Myth: Wukong, which was launched in May, has released a total of 8 videos, most of which are game release announcements, and has attracted over 10,000 users and over 30,000 likes. [To fight in the cross-border peak season, detailed analysis of actual combat strategies, all at Amazon Global Selling 2025 Big Sales Launch Conference, click here to register ] ▲ The picture comes from TikTok Astute Chinese merchants have taken advantage of this phenomenal popularity. It has been observed that a large number of peripheral products related to the game "Black Myth: Wukong" have been put on sale on multiple e-commerce platforms such as Amazon, Temu, eBay, and Etsy. Searching for "Black Myth Wukong" on Amazon, you can see a large number of peripheral products. These products are usually derivative products based on the image or equipment of Sun Wukong (tightening hoop, Ruyi Jingu Bang, etc.), covering multiple categories such as game controllers, key chains, toy ornaments, clothing, shoes and hats. It is understood that one of the Ruyi Jingu Bangs, which is priced at $28.99, has been sold in many pieces, with a rating of 4.7, topping the Best Sellers list of the Amazon subcategory "Martial Arts Boy Staffs". Among the five descriptions of the product listing, one describes it as "a must-have collectible for the game "Black Myth: Wukong" . At the same time, there are also a large number of "Black Myth: Wukong" game peripherals on sale on Temu , including pendants, statues and other products. The product prices range from US$1 to US$15, and the words "sold out soon" have appeared under some products . In addition, a number of “New Listings” with “Black Myth Wukong” as the keyword also appeared on eBay and Etsy . Google search trends also clearly show that on the day when the game "Black Myth: Wukong" was officially launched, the search volume for the keyword "Black Myth Wukong" soared and has remained high since then. It is not difficult to predict that as the game continues to sell well, its radiation effect may drive a sales boom for related peripheral products, and even inject vitality into the cross-border e-commerce sales of products related to the Chinese mythology "Journey to the West", attracting a group of sellers to join the market . "Black Myth: Wukong" is based on "Game of the West", one of the four great masterpieces of Chinese literature. Its sudden popularity is regarded as an excellent export of Chinese culture: the visual effects with oriental aesthetics, the character image of the classic IP (Sun Wukong) and the first domestic 3A game are all important factors that made the game a global hit overnight. From the perspective of product expansion , "Black Myth: Wukong" is currently very popular, and its business opportunities are not just in the sales of related peripherals.
Therefore, while chasing the game's popularity effect, many industry insiders believe that the combination of the classic IP effect and the game's popularity may drive the growth of traffic for "West Game" related products, and suggest that sellers focus their development direction on the various needs of consumers derived from this.
It was observed that after the game was launched, everything from co-branded coffee to digital products to tourist attractions all achieved a considerable growth due to "taking advantage of this wave of popularity": On August 19, Luckin Coffee sold out its co-branded "Tenyun Americano" and 3D limited posters and other peripherals, which were sold out on the same day; on August 21, according to media reports, the ticket sales for the filming location of Black Myth: Wukong soared by 3 times...
The explosive popularity of Black Myth: Wukong and its considerable radiation effect have also attracted the industry's attention and thinking on the overseas expansion of games .
According to the 2023 China Game Overseas Market Research Report, the actual sales revenue of China's self-developed games in the overseas market in 2023 is 16.366 billion US dollars, a year-on-year decrease of 5.65%. As the data shows, the road for Chinese games to go overseas is no different from the "journey to seek scriptures", and it still needs to go through "ninety-nine eighty-one difficulties".
However, according to the analysis of the well-known economist Pan Helin, the popularity of Black Myth: Wukong has brought some inspiration to the overseas expansion of games and culture:- On the one hand, entertainment is an important carrier for Chinese culture to go global. Integrating culture into entertainment can help overseas users experience the core of traditional Chinese culture.
- On the other hand, the interactive nature of the progress video and the advanced 3A technology demonstrated during the production process of "Black Myth: Wukong" were the key to its global success once it was released.
He pointed out that as a groundbreaking game + cultural product export case, Black Myth: Wukong has opened up the creative thinking of Chinese game manufacturers and also given a "boost" to cultural export. With the success of Black Myth: Wukong, more domestic game companies will follow in the footsteps of their predecessors and realize cultural export and game export.
However, there are hidden dangers behind the grand occasion. According to industry sources, Black Myth: Wukong has set up a "Five Finger Mountain" to protect its copyright around the world. While seeking business opportunities, all "destiny people" should also pay more attention to the sales risks behind it.
After verification, "Black Myth Wukong" and "BLACK MYTH" have been registered as trademarks , covering many countries including China, South Korea, the United Kingdom, the United States, Japan, etc. The copyright belongs to the producer of "Black Myth: Wukong" - Shenzhen Youke Interactive Technology Co., Ltd. (hereinafter referred to as "Game Science").
Public information shows that Game Science was founded in June 2014. All its founding team members came from Tencent and were originally the producers of the PC game "God of War". In August 2020, Game Science released the first real-game demo video of "Black Myth: Wukong", which caused heated discussion.
According to the USPTO, as early as March 2021, Game Science submitted applications for registration of trademarks such as "Black Myth Wukong" and "BLACK MYTH". The relevant trademarks are currently under review, and the applications have been accepted by the Trademark Office and assigned to examiners, covering 28 categories of toys, 9 categories of game software, 25 categories of clothing , etc.
At the same time, Tianyancha shows that Game Science has more than 200 valid trademarks, of which more than 100 trademarks were applied for registration in 2020, mainly the "Black Myth Wukong" and "Black Myth" text trademarks , covering multiple international classifications such as Class 18-leather and leather goods, Class 07-mechanical equipment, and Class 36-financial property management. Most of them have been successfully registered and certified.
This means that if sellers sell related products or use the above keywords to describe products without authorization, it may constitute copyright infringement. We would like to remind everyone that the risk control of major e-commerce platforms has been continuously upgraded recently. If you want to sell related products or embed words or use related pictures in the listing, you must obtain relevant authorization before you can sell them. Otherwise, you will face the risk of infringement and resulting in the removal of products, and you will have to go through the "ninety-nine eighty-one difficulties" again. What do you think about this? Have you become a "person of destiny" today? Welcome to discuss in the comment area~ The 51-lesson online course "Amazon All-Round Operation Required Course" created by Lao Wei, the founder of Yingshanghui Cross-border E-commerce Academy, originally priced at 499 yuan, will be given away for free by Qinlujie platform for the last 30 copies!
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