To celebrate the 10th anniversary of Honor of Kings, Uniqlo launched a new UT collection together with the game on 28 April. The co-branded series features designs centered on iconic game characters and signature elements from both brands, with themed activities online and in stores.
The collection includes six UT T-shirts with designs such as Wukong’s “Hellfire” skin, Lanling Wang’s stealth mark, a scene featuring Lan and Cai Wenji from the animated series, Li Xin’s “A Thought of the Gods and Demons” skin, a chibi-style Meng Qi family, and a group silhouette of all heroes. Each shirt retails for around 80 to 90 RMB (approximately $11 to $12 USD).
Uniqlo also hosted the “UT Cup Honor of Kings Tournament” at its Sanlitun flagship store in Beijing, with popular pro players JDG.nofear and WB.yuki making in-person appearances. Customers who purchase select items at Uniqlo flagship locations in Beijing, Shanghai, Guangzhou, and Shenzhen can receive in-game skin gift cards or exclusive co-branded merchandise such as fans and keychains.
This isn’t the only collaboration Honor of Kings is rolling out. The game recently teamed up with Sanrio on a limited-time collaboration aimed at female players. Heroes like Yao and Angela were chosen for their personalities, which align with Sanrio characters, and their appearances and weapons were redesigned with Sanrio’s signature style. Players can unlock the themed skins and outfits through point redemption and daily check-ins. These collaborations have helped Honor of Kings boost both engagement and revenue.
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