Genshin Impact
- Client
- HoYoverse
- Partner
- Netd Müzik
- Role
- Cultural StrategyCreative StrategyMusic & Celebrity PartnershipStrategic Direction
Turning a global fantasy world into a local emotional story.
Genshin Impact's world is built on emotion, fantasy and the story of separated siblings. For Türkiye, the opportunity was to translate that emotional core into a cultural language young audiences already connect with: music.
We brought Genshin Impact together with Ece Mumay, one of Türkiye's rising pop voices, and turned the game's theme of reunion into an original music project. Istanbul's historic Şerefiye Cistern became the stage, chosen both for its cultural heritage and its resemblance to the game's visual universe.
The strategy was to localize a global IP without reducing it to a standard influencer collaboration. By blending pop music, cultural heritage and in-game storytelling, the project created an emotional bridge between Genshin Impact's fantasy world and young audiences in Türkiye.
Produced by RetroPro and premiered on Netd Müzik, the project reached audiences across YouTube and music platforms including Spotify, Amazon Music and SoundCloud. Without paid media investment, it generated over 5M organic streams in Türkiye.
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