The blockbuster video game Black Myth: Wukong has sparked a wave of economic activity across various industries in China, creating what is being dubbed the “Wukong economy.” This phenomenon spans from tourism to gaming hardware, with increased spending on accessories, beverages, and even wellness services amid the country’s sluggish domestic demand.
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Black Myth: Wukong, China’s first Triple-A game, is inspired by the legendary Monkey King from the 16th-century novel Journey to the West. Its immense success has triggered a surge in travel to specific regions of China, a boom in sales of gaming equipment, and increased demand for related goods and services, according to local businesses and government authorities.
Since its release last week, the 3D role-playing game has quickly become a sensation, particularly as China looks to consumer spending to help bolster the world’s second-largest economy, which has been facing a property market downturn and weak external demand.
As of Monday, the game—developed by Game Science, a start-up studio backed by Tencent Holdings—had sold over 15.4 million copies, generating more than $737 million in revenue on platforms like Steam, according to market research firm Video Game Insights.
Shi Lei, a professor at Fudan University’s School of Economics, praised Black Myth for its international appeal, calling it “a visually stunning and engaging game.” He believes its success provides key insights into how China can tap into new areas of cultural consumption.
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Tourism Boom in Shanxi
The game’s detailed recreation of Chinese landmarks has led to a surge in tourism, especially in Shanxi province, where many of the game’s settings are based. The Shanxi Department of Culture and Tourism recently launched a “Travel Shanxi with Wukong” campaign, introducing themed travel routes and cultural events inspired by the game. Locations like the Yungang Grottoes, Yingxian Wooden Pagoda, and Guanque Tower have become top tourist destinations, with visitor numbers skyrocketing by 156% on August 20 alone, according to Meituan.
The Jade Emperor Temple Polychrome Sculpture Museum in Shanxi has also seen record-breaking visitor numbers, with over 50,000 tourists in just six months. According to the museum’s director, around 40% of these visitors learned about the site through the game.
Increased Demand for Gaming Hardware
The popularity of Black Myth: Wukong has also driven a surge in demand for gaming hardware. High-end accessories like the 4070 super graphics card, which can push the price of a PC to around 12,000 yuan ($1,684), are in short supply. Sony’s PlayStation 5 consoles have sold out on major e-commerce platforms across China, with store owners reporting they sold out on the first day of the game’s release.
Second-hand marketplaces like Idle Fish have also seen a spike in demand, with sellers advertising PS5s as “playable with Black Myth,” with prices ranging from 1,300 yuan to 3,000 yuan.
Collaborations with Brands
The success of Black Myth has extended beyond gaming into collaborations with popular brands. Luckin Coffee launched a special edition “Cloud Riding Americano” in partnership with the game, marking its first collaboration with a gaming franchise. The drink, priced at 11.02 yuan ($1.50), saw a 125% increase in orders through live-streaming platform Kuaishou after its launch.
Even wellness services have capitalized on the game’s popularity. Beijing’s After Spa incorporated Black Myth into its offerings, providing a mini-guide for customers enjoying the game in the spa’s dedicated gaming area.
As China seeks to stimulate consumer spending, Black Myth: Wukong has emerged as a cultural and economic force, driving demand across various sectors and highlighting the potential of China’s growing “soft power” on the global stage.
