Analyzing Competitive Strategy and Cultural Integration of MihoYo: Takes “Genshin Impact” as an Example

Abstract

With the development of Internet technology, the disappearance of the domestic traffic dividend, the intensification of market competition, the huge space for overseas market development, and the tightening of the policy on version numbers in 2018, forcing game manufacturers to turn to overseas markets on a large scale, the game has set off a boom at sea. As a cultural power with 5,000 years of civilization, China has continued to promote Chinese culture overseas, with its comprehensive national strength and international influence. In this context, the trend is for games and culture to go abroad, and MihoYo's product, Genshin Impact, has become an excellent case study. By understanding the background of MihoYo, analyzing its competitive strategy, and analyzing how its game “Genshin Impact” integrates Chinese culture through specific cases, we explore how MihoYo has achieved both fun and culture abroad and provide a reference for companies who want to accomplish both Chinese game and culture abroad.