Global popularity of Black Myth: Wukong stands as a testament to China’s strides in digital, cultural sectors
In a year marked with innovation, the Chinese video game Black Myth: Wukong has become a huge sensation, captivating gamers worldwide.
Just three days post-launch, it sold over 10 million copies, propelling it to the forefront of the 2024 gaming landscape. With projections estimating that total sales could reach 20 million units and revenue soaring past 6 billion yuan ($854 million), the game is not just a hit — it is a cultural phenomenon.
One of the most enthusiastic voices in this wave of excitement is popular gaming YouTuber AfroSenju XL, who has gained over 2 million subscribers on the platform.
“Have you heard the story of a monkey born from a rock on a mountain? What about the story of the Monkey King who journeyed to find a means to beat death? We’re going to learn everything about whoever this is in Black Myth: Wukong. I waited four years for a game that we weren’t even supposed to get,” he said in the very first video of his Black Myth: Wukong playlist on YouTube.
Known for his energetic gameplay and engaging commentary, AfroSenju XL dove into the new game with palpable excitement. In his latest videos, he shares his breathtaking experiences as he navigates the game’s lush landscapes, battles fierce foes, and unravels the narrative deeply rooted in Chinese folklore.
“This gaming is amazing, I love everything so far about it,” AfroSenju exclaimed, his face lit up by the screen’s glow. “Everything in Black Myth: Wukong has been legendary … the bosses, the story …”
As he embarks on quests and encounters legendary characters from the classic Chinese tale Journey to the West, he highlights how the game modernizes this beloved traditional Chinese story and turns it into a fantasy game for global players.
The game’s success signifies a pivotal moment for the Chinese gaming industry, illustrating its growing influence on the global stage. In fact, Black Myth: Wukong represents a shift in gaming narratives, merging high-quality production with cultural storytelling, showing the world that China is not just catching up but is leading the way.
As AfroSenju XL’s gaming acumen garners views and sparks discussion among his followers, it is becoming increasingly clear that Black Myth: Wukong is more than just a game — it is an invitation to explore a world where ancient myths meet modern innovation. With the gaming community abuzz, this title is poised to redefine cultural exchanges in the gaming sphere, promising even greater adventures ahead.
Collin Jin, deputy president of CPA Australia’s East and Central China Committee, said Black Myth: Wukong is not the first Chinese gaming product to achieve explosive success worldwide.
“Chinese games have already accounted for a significant share of global app rankings,” Jin said.
In August, 34 Chinese game publishers entered their names into the ranks of the global top 100 mobile game publishers by revenue, according to data from mobile app data analytics company Sensor Tower.
The 34 publishers generated a combined revenue of $2.09 billion, accounting for 37.3 percent of the top 100. Tencent, NetEase, and Century Games ranked among the top three Chinese mobile game publishers in terms of global revenue in August.
“Compared to the paths taken by Western companies in the past, the phenomenon of Black Myth: Wukong exploding in popularity reveals that many Chinese companies now possess strong comparative advantages in digitalization and intelligence applications,” Jin said.
“In fields like artificial intelligence, e-commerce and electronic payments, we are relatively leading on a global scale. Given these advantageous areas and the relative homogenization of consumer preferences, Chinese companies have a solid foundation for going global in these sectors,” he added.
“Since the beginning of 2023, nearly all Chinese companies around us regarded going global as a very important strategic decision. In fact, we often say within the industry that going global has become a mandatory choice, rather than an optional one. Due to China’s massive production capacity, the domestic market may face consumption bottlenecks in many niche sectors. Thus a rising number of Chinese companies choose to leverage their strong production and service capabilities to explore broader markets.”
Over the past few years, many clients that Jin has served have placed significant emphasis on going global. Reflecting on how large enterprises and multinational corporations in Europe and North America have developed globally over the past decades, Jin said he believes Chinese companies are entering their own Age of Discovery in the 21st century.
“From the perspective of future development opportunities,
Chinese companies particularly need to focus on overseas markets, especially key destinations like the Association of Southeast Asian Nations member countries, the Middle East, and Central and South America,” he added. “Countries worldwide are making huge investments in technological innovation and infrastructure improvements, and we should seize these opportunities.”
A report released by app analytics company Adjust showed that Chinese developers are not only thriving on the international stage, but also helping reshape the global app landscape.
“In contrast to the more familiar approach globally, where app performance is initially measured by success in the home market and international expansion is a later consideration, Chinese developers often set their sights on global audiences from the start,” the report said.
Chris Rupp, regional VP of sales for China at Adjust, said the strategic expansion of Chinese apps into emerging, tech-savvy markets such as Vietnam, Indonesia, India, Brazil, and Turkiye showcases their adeptness in tapping into new consumer bases eager for innovation.
“Dominating download charts and excelling in revenue generation, Chinese-developed apps have mastered the art of delivering personalized experiences, harnessing data insights, and aligning with local consumer needs. Their success is setting new global app trends and opening doors for expansive cross-cultural and technological exchanges,” Rupp said.
Based on all Chinese-developed apps in Adjust’s sample, the report showed that the US stands out as the leading market with a significant 67 percent availability rate, underscoring the successful penetration of Chinese apps in one of the world’s largest and most competitive app landscapes. India follows with an availability rate of 50 percent, eclipsing the India and Southeast Asia region’s average 28 percent availability.
Brazil, at 40 percent, showcases a strong presence, as does Mexico at 29 percent, highlighting the appeal of Chinese apps in Latin America. Meanwhile, Indonesia and the Philippines, both at 37 percent, further reflect the sustained potential of Southeast Asia as a region of focus for Chinese app developers, the report said.
According to the report, Chinese gaming apps are a driving force in the INSEA (India and Southeast Asia) market, while India holds a substantial share of Chinese social and e-commerce app installs and South Asian nations embrace Chinese fintech and utilities apps.
Paulina Klimenko, chief growth officer at PubMatic, a US-based advertising tech firm, said she is bullish on the rapidly growing China market, given the prominence of Chinese publishers in the global market.
“The China market is very promising and provides a huge opportunity,” she said. “We will continue working with Chinese publishers going overseas, helping them monetize their ad inventory and enhance their advertising revenue.”
For PubMatic, China is one of its fastest-growing markets in Asia Pacific, and remains one of the largest outside of the US. “We have high expectations in this market in the future,” Klimenko said.
Klimenko said the successful global expansion of a rising number of Chinese companies is coupled with the continued recovery of the world’s second-largest economy.
“China has been a growth engine of the global economy for many years, and now it is on track for recovery in 2024 and probably in the years beyond,” she said. “I’m very bullish about China’s prospects. We see a continued investment in innovation and infrastructure among Chinese companies and specifically tech companies.”
Klimenko said she believes the digital economy is the most resilient part of the Chinese economy. “The advancement in mobile payments, online purchases and delivery services that Chinese companies are offering will continue to provide a strong impetus to economic growth in the future.”
Looking ahead, she expects to see more Chinese companies seeking global expansion and said that Pub-Matic will continue working with Chinese companies in fields including e-commerce and gaming sectors.
ouyangshijia@chinadaily.com.cn
