Genshin Impact (Genshin Impact) is an open world action RPG developed and serviced by HoyoVerse (HoyoVerse) in China, and is a global mega IP that has surpassed 5 billion dollars (approximately 6.7 trillion won) in cumulative global mobile sales since its launch in 2020. It has formed a large fan base around the world based on cross-platform services that span PC, mobile, and console, and highly perfected character design, and full-dubbed storytelling.
The core driving force of the Genshin fandom is the character. Each character is given a unique worldview, fighting style, and visual identity, so users develop a strong attachment to a specific character beyond gameplay. This character-centered fandom is not limited to in-game consumption, but also naturally expands to offline consumption of goods, figures, cosplay, and fan art. Hoyo Bus is also actively expanding offline points of contact for game IP through collaborations with domestic brands such as Mega Coffee and Alvolo Pizza, Hyundai Department Store pop-up stores, and the Hoyo Land Festival.
Xplus has determined that the fandom energy of this IP can be converted into mobile accessories used daily in everyday life. The starting point of this project was to plan a brand edition that accurately reflected the worldview and visuals of the characters in the game, proposed it to Samsung Electronics, and carried out the entire process from design to manufacturing and delivery.
In this project, XPlus led the entire commercialization process as the entity that planned the collaboration and proposed it to Samsung Electronics rather than simply producing licensed goods.
Product planning (consulting and proposal) → Design → Manufacturing (supply chain management) → Delivery to Samsung Electronics
A collaboration was proposed to Samsung Electronics by deriving points of contact between Genshin IP and Galaxy mobile accessories, and the Xplus Design Research Institute carried out design work for each product based on character graphics sources provided by Hoyo Bus. The finished product was then delivered to Samsung Electronics by managing manufacturing through its own supply chain. Samsung Electronics sells to consumers through its own distribution channels such as Samsung.com and Samsung Store.
2024 — Hu Tao edition
The first series of Genshin Collaboration was a project using the popular in-game character “Walnut” as an IP. Comprising a Galaxy Buzz case, Galaxy watch strap, and Galaxy watch face, it was the first attempt to expand game characters into the mobile wearable realm.
2025 — Wriothesley (Wriothesley) edition
The second series evolved into a full-scale brand edition centered around a single character IP. Using Genshin popular character “Liosley” as the IP, 5 products covering the entire mobile lifestyle are organized into one special edition.
In addition to the edition, desk pads, buzz pouches and key rings, and magnet smart talk were released separately, making it possible to expand the character experience to various points of contact in everyday life, with a focus on the edition.
Whereas the 2024 Walnut edition focused on wearable accessories centered on buzz cases and watch straps, the Riosley edition expanded into smartphone cases, chargers, desk supplies, and digital themes to design an experience that encompasses the entire everyday world with a single character universe.
The Liosley Special Edition was limited to 3,000 pieces, and all were sold out in about 2 months. The fact that limited edition mobile accessory editions were sold out at this rate was the result of an accurate combination of the purchasing power of the game IP fandom and the planning power of this project. Also, maximizing the collectible value with a special edition rather than a single item strengthened the motivation to buy limited editions.
Starting with a small wearable-centered collaboration with the 2024 Walnut Edition, it evolved into a full-scale brand collection with the 2025 Liosley Edition. This project, which simultaneously develops a single character's worldview into both physical products and digital themes, shows that Xplus Design Lab's approach—planning, proposal, design, manufacturing, and delivery process—can be applied consistently even when the nature of IP changes.
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