How Black Myth: Wukong evolved cultural storytelling in gaming

Ask any avid gamer in Asia what they're playing right now, and they wouldn’t be remiss in saying Black Myth: Wukong. Since its August release, the game has become an internet sensation, shattering sales records and captivating players globally. Developed by Game Science, it reportedly took six years and US$75 million to create, and it’s already generated over US$866 million in revenue with more than 18 million copies sold. The game’s rapid success has not only made it a hit but has also started to reshape how China is viewed in the gaming industry.

It’s clear that Black Myth: Wukong is being viewed as a cultural milestone. It’s one of the first AAA titles to emerge from China and fully lean into its mythology, bringing to life the legendary tale of Sun Wukong, the Monkey King. While the West has traditionally dominated the AAA space, Black Myth:Wukong may well push China onto the global stage as a significant force in gaming. It’s also filling a gap in China’s domestic gaming industry, which previously lagged in delivering top-tier standalone titles. 

Despite its massive success however, Black Myth: Wukong has faced some controversy. Allegations about workplace culture at Game Science, including reports of sexism have surfaced during its development. Additionally, the game’s co-publisher was criticised for reportedly instructing content creators and streamers to avoid discussing topics like feminism, Covid, and politics in their reviews and streams. These issues sparked debates, though they haven’t significantly impacted the game’s commercial performance or its broader reception.

@themirrorgaming We’re missing important context ��#blackmythwukong #gaming #gamingnews #gamer #gamingvideos #gamingontiktok #fyp ♬ original sound - Mirror Gaming

The game’s virality on social media has been staggering. From WeChat to Weibo, Bilibili and X (formerly Twitter), the game also seems to have transcended hardcore gamers as people from all walks of life are sharing fan art, gameplay footage, and heated discussions about what it means for China’s cultural exports. Over the weekend, Elon Musk posted an AI-generated image of himself as a character from the game, calling it “an impressive AAA game from China!” 

Impressive AAA game from China!

Seems oddly familiar �� pic.twitter.com/LkrmoFhVou

— Elon Musk (@elonmusk) September 6, 2024

The massive appeal of Black Myth: Wukong has also gone well beyond its gameplay, with the success stemming from how the game brings Chinese mythology, specifically Journey to the West, into the modern spotlight. With visually stunning interpretations of real-world locations, such as Shanxi’s ancient temples, the game has inspired a wave of collaborations with major brands. Companies like Luckin Coffee and Didi Bike have jumped on the game’s viral success, aligning their products with its cultural significance and capitalising on the excitement surrounding the Monkey King’s journey.

These brand partnerships have been highly successful, particularly Luckin Coffee’s limited-edition coconut cloud Americano, which sold out within minutes and nearly crashed the company's system. Didi Bike’s co-branded bikes, styled after Wukong’s ‘Somersault Cloud’, appeared across cities like Shanghai and Shenzhen.

Mindshare is the agency behind the game's global media promotion and content distribution across regions like North America, South America, Europe, and Asia—in nine languages. They collaborated with key gaming media outlets to create region-specific promotional content, ensuring alignment with the game's international standards. Benjamin Condit, CEO of Mindshare China, said, “As someone who started his career in the game industry more than 20 years ago, the opportunity for Mindshare to play a critical role in bringing Black Myth: Wukong from China to the rest of the world is about as exciting as it gets.”

Arthur O’Neill, joint head of Invention Worldwide at Mindshare, added, “Bringing a game [like this] to a global audience requires more than just translation—it demands a deep understanding of cultural nuances and player motivations.”

At the heart of Black Myth: Wukong's success seems to be its deep connection to authentic storytelling, rooted in an ancient Chinese legend with immense cultural significance. The game’s exploration of rich mythology sets it apart in an industry typically dominated by Western narratives. For marketers, this offers valuable insights—authentic storytelling, when handled with care and depth, can drive powerful engagement.

Rather than relying on flashy marketing tactics, Black Myth:Wukong has sparked organic discussions across platforms by tapping into collective cultural pride and nostalgia. The game's success also seems to underscore the potential of untapped regional stories—pointing to a wealth of cultural stories within Asia that remain underutilised by global marketers. This may offer an insight from brands to fully embrace and elevate local narratives, moving beyond tokenistic cultural references to create campaigns that build meaningful, global connections.