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From BTS meals to Rick and Morty’s szechuan dipping sauce, there’s a bigger effort to bridge the gap between pop culture fandom and the world of food. While it may be easy to be envious of such promotions in the West, this trend is definitely picking up speed here in Southeast Asia as well.

Thanks to HoYo FEST and myBurgerLab, Genshin Impact players were treated to special meals and merchandise. Genshin Impact fans also stood a chance to win Genesis Crystals as part of Codashop's Blessed Quest event. The festival also previously celebrated Honkai Impact and Tears of Themis as well.

The event is being hosted at myBurgerLab’s MyTown outlet, which has been specially adorned with special Genshin Impact-themed decorations.

While this version of HoYo FESTwill continue to run at MyTown until December 14, last weekend saw the Codashop Blessed Quest taking place for fans to win exclusive prizes.

Featuring local cosplayers and gaming influencers, Le Josette and Nessarose, players stood a chance to win 2,240 Crystals, 120 Genesis Crystals, and myBurgerLab food vouchers by taking pictures with these cosplayers and uploading them.

As for the Genshin Impact-themed meals, players had the choice between the The Thundersplitter chicken burger meal and Five Star Beef Burger meal. Each meal comes with a side of nachos, Celestial Shower Icy Blue Mint Tea, and a whole slew of other Genshin Impact goodies.

Avid Genshin Impact fans reportedly waited from 4am to make sure they secure their slot at HoYo FEST, which certainly goes to show how dedicated they really are.

Throughout the day, Genshin Impact fans came in droves, all dressed up as their favourite characters. Zhongli, Raiden Shogun, Venti cosplayers were some of the clear favourites as IGN Southeast Asia spotted many of them around the mall.

Overall, it was a great time to finally have physical gaming events once again, with proper safety procedures in place, of course.

Codashop’s Blessed Quest initiative definitely gave fans a lot to do while they were waiting for their turns to eat, and myBurgerLab delivered when it came to providing a great space and delicious burgers.

Hopefully, we’ll get to see more major cross-promotions of this nature with other major video games in the future.

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