McDonald’s China has lined up a collaboration with blockbuster video game Black Myth: Wukong (黑神话: 悟空). The partnership is in celebration of the traditional Chinese Mid-Autumn Festival and involves 7,100 McDonald’s outlets across China, with offerings of themed menu items, exclusive merchandise and immersive pop-up experiences.
Black Myth: Wukong became a global hit after its release last year, catapulting China’s video game industry to sensational heights. The game draws on the tales of Journey to the West, one of the great works of Chinese literature, and follows a descendant of the great monkey king, Sun Wukong, in his adventures.
The collaboration introduces a range of limited-edition menu items designed with festive and game-themed twists. Highlights include a Cheese Double Beef “Black Gold Mooncake” burger served on a dark bun, Golden Crispy Chicken Egg Mooncakes, crispy shrimp nuggets with curly fries and golden dipping sauce, and a Sesame Lava Pie with molten egg yolk filling. Sweet offerings such as the Autumn Osmanthus Sparkling Milk Tea and a Golden Egg Yolk Big Luck McFlurry further tie the promotion to Mid-Autumn traditions.
Beyond the menu, McDonald’s has rolled out Black Myth: Wukong branding in select stores and launched themed pop-ups in major cities including Beijing, Shanghai, Guangzhou and Hangzhou. Never ones to shy away from collectable merchandise, they’re also releasing limited-edition tote bags, pins, t-shirts, and – get this – a velvet lounge robe featuring playful Monkey King artwork.
By pairing a global fast-food icon with a homegrown gaming phenomenon, McDonald’s is aiming to tap into both the nostalgia for cultural heritage that’ll be running high for the holiday period, and excitement for their collaborator. Early response has been enthusiastic, with netizens sharing images of the themed meals and merch.
Black Myth: Wukong have already been partnered with some huge, and very relevant, brands: Chow Tai Fook and Miniso to name a couple. A year after release, appearing in 7,000+ McDonald’s across China is the latest step in a strategy that’s keeping the game very relevant.
