Building on the growing relationship between gaming and the music industry, we brought Genshin Impact together with one of Türkiye’s rising pop voices, Ece Mumay. Inspired by the game’s theme of “reunion,” we translated the story of the twin siblings into song lyrics, making music the most powerful medium to express the game’s spirit locally. Istanbul’s historic Şerefiye Cistern was chosen as the stage — both for its cultural heritage and its resemblance to in-game scenes. The video was creatively blended with in-game footage, seamlessly extending the Genshin universe into the real world.

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Our strategy was to localize a global IP through cultural heritage and one of youth culture’s most powerful forms of expression — pop music — creating an emotional bridge between the game’s fantasy world and young audiences in Türkiye.

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Produced by our partner RetroPro, the music video premiered on Türkiye’s #1 YouTube channel Netd Müzik, and was distributed across Spotify, Amazon Music, and SoundCloud via DMC. Without any paid media investment, the project achieved over 5M+ organic streams in Türkiye.