MiHoYo Case Study--Taking Development of Genshin Impact

Abstract

Game is a modern new art, as a global characteristic cultural language and a new type of cultural carrier. Cultural export is an important strategy aimed at strengthening a country's image, attracting international attention, and promoting cultural exchanges by disseminating a country's cultural values, art forms, and ideas. The core of this strategy is to promote the country's unique cultural elements to the international stage through various media and channels, thereby promoting a more comprehensive and positive understanding of the country on a global scale. This study explores the impact of cultural output on the development of the video game industry by taking Shanghai MiHoYo.Network Technology Co. It summarizes the role of cultural output in its brand strategy and analyzes the cultural communication strategy it adopts. The results of the study show that cultural output as a branding strategy brings great advantages to the development of electronic games and enhances the competitiveness of the industry.