Sign and Hyperreality in The Genshin Impact Collaboration with Pizza Hut Indonesia 2023
DOI:
https://doi.org/10.34010/visualita.v14i1.15402Keywords:
Hyperreality, Sign, Genshin ImpactAbstract
The video game company Hoyoverse who developed Genshin Impact can be seen collaborating with Pizza Hut Indonesia in 2023. In the collaboration, Genshin Impact utilized the images of the characters it had on the collaboration products between the two companies. This research is conducted using library research on Jean Baudrillard's thoughts on signs and hyperreality. This research found that the utilization of character images as signs during the collaboration can be seen in the creation of the new clothes design for the 2 characters involved in the collaboration. The sign created new value for the products sold in the collaboration. The value can be seen still attached to the product, even when its use value is already depleted. The sign is then used in the utilization of hyperreality during the collaboration to push the consumer to buy the collaboration package and receive virtual goods as a distinction. The said hyperreality can also be seen utilized during the collaboration by the existence of the collaboration characters Cosplayers used to pull the consumer to spend money for the ticket and attend the collaboration opening ceremony.
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References
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Yamato, E. (2018). Construction of discursive fandom and structural fandom through anime comics and game fan conventions in Malaysia. European Journal of Cultural Studies, 21(4). https://doi.org/10.1177/1367549416682964
Yengin, D. (2011). DIGITAL GAME AS A NEW MEDIA AND USE OF DIGITAL GAME IN EDUCATION. The Turkish Online Journal of Design, Art and Communication, 1(1). https://doi.org/10.7456/10101100/003
Yin, Y. (2021). “My baby should feel no wronged!”: Digital fandoms and emotional capitalism in China. Global Media and China, 6(4). https://doi.org/10.1177/20594364211041681
Zhou, Y. (2024). The Integration of Two-dimensional Culture and Local Culture: A Case Study of the Global Sensation “Genshin Impact.” Transactions on Social Science, Education and Humanities Research, 5, 204–211. https://doi.org/10.62051/w3kd0102
Zulianti, D., Dewi, S. K., Izza, V. N., & Suhairi. (2022). THE EFFECT OF THE DIGITAL REVOLUTION ON GLOBAL MARKETING IN ERA 4.0 AND CONSUMER BEHAVIOR. Journal Of Social Research, 1(2). https://doi.org/10.55324/josr.v1i2.18
Antara, I. K. A. M., Suwandewi, N. K. S. A., Cahyanti, N. K. P. J., Handaresta, M. Y., Suartana, I. K., & Susanto, P. C. (2022). Respon Konsumen Generasi Z Indonesia Terhadap Fenomena Mcdonald’S Bts Meal. Prosiding SINTESA, 5.
Arvlain Shop. (2025). Genshin Impact Collaboration Pizza Hut Box and Sticker Yelan - ningguang. Tokopedia.com. https://www.tokopedia.com/arvlainshop/genshin-impact-collaboration-pizza-hut-box-and-sticker-yelan-ningguang-59269?extParam=ivf%3Dfalse%26src%3Dsearch
Baudrillard, J. (1994). Simulacra and simulation / by Jean Baudrillard ; translated by Sheila Faria Glaser. Idea, 29(4).
Baudrillard, J., & Poster, M. (1988). Selected writings. In TA - TT -. Stanford University Press Stanford, Calif. https://doi.org/LK - https://worldcat.org/title/20133687
Fan, Y. (2024). The International Communication of Chinese Culture in the Context of Games - A Case Study of Genshin Impact. SHS Web of Conf., 187. https://doi.org/10.1051/shsconf/202418704031
Hoyoverse. (n.d.). Puzzle. act.hoyoverse.com. https://act.hoyoverse.com/puzzle/hk4e/pz_a1kPRjITRf/index.html
Java Festival Production. (2023). EVENT TERMS & CONDITIONS PIZZA HUT X GENSHIN IMPACT 2023. jfp.events. https://jfp.events/event-term-conditions/pizzahutxgenshinimpact
Li, Q., & Li, X. (2023). Debating the “Chineseness” of a mobile game in online communities. Global Media and China. https://doi.org/10.1177/20594364231190313
Liang, H., Sun, Y., & Wen, Z. (2024). Research on the Stimulating Points of IP Cross-domain Marketing to Consumers: A Case Study of the Genshin Impact. Lecture Notes in Education Psychology and Public Media, 38(1). https://doi.org/10.54254/2753-7048/38/20240585
Liu, Y., & Tan, J. (2024). Exploring the Successful Factors of Brand Collaborations Between KFC and Genshin Impact: A Case Study Analysis. Communications in Humanities Research, 30, 49–58. https://doi.org/10.54254/2753-7064/30/20231547
Meitikasari, D. (2022). HYPERREALITY GAME ONLINE MENJERUMUSKAN GAMER MENJADI HYPER-LIFE? Sosioglobal : Jurnal Pemikiran dan Penelitian Sosiologi, 6(2). https://doi.org/10.24198/jsg.v6i2.33664
Musdalifah, F. S. (2021). Consumerism on Clubhouse Exclusivity from Jean Baudrillard’s Perspective. Warta ISKI, 4(1). https://doi.org/10.25008/wartaiski.v4i1.111
Nora, V. Y. (2023). Positive and Negative Excesses of Online Games among Muslim Adolescents in Tanah Datar, West Sumatra. Jurnal Fuaduna : Jurnal Kajian Keagamaan dan Kemasyarakatan, 7(1). https://doi.org/10.30983/fuaduna.v7i1.6183
Pamela, D. A. (2023). Kolaborasi Pizza Hut X Genshin Impact Targetkan Pasar Gen Z Pecinta Gim. liputan6.com. https://www.liputan6.com/lifestyle/read/5402257/kolaborasi-pizza-hut-x-genshin-impact-targetkan-pasar-gen-z-pecinta-gim?page=2
pizzahut.indonesia. (2023). PROMO SPESIAL BUAT TRAVELER! instagram.com. https://www.instagram.com/p/C0eAtm6LjbU/
Resdawati, R., & Hidayah, S. (2024). Mengkonsumsi Simbol Ala Thrifting Hunter di Kota Banjarmasin. Huma: Jurnal Sosiologi, 3(2 SE-Articles), 156–167. https://doi.org/10.20527/h-js.v3i2.205
Rouse, L., & Salter, A. (2021). Cosplay on Demand? Instagram, OnlyFans, and the Gendered Fantrepreneur. Social Media and Society, 7(3). https://doi.org/10.1177/20563051211042397
Rusliati, E., Mulyaningrum, M., Rusyani, E., & Mulyanto, F. (2024). Marketing 4.0 for Mango Market Development Effectively in Indramayu Regency, Indonesia. MIX: JURNAL ILMIAH MANAJEMEN, 14(1). https://doi.org/10.22441/jurnal_mix.2024.v14i1.015
Sari, M., & Asmendri, A. (2020). Penelitian Kepustakaan (Library Research) dalam Penelitian Pendidikan IPA. Natural Science, 6(1). https://doi.org/10.15548/nsc.v6i1.1555
Woods, O. (2022). The affective embeddings of gacha games: Aesthetic assemblages and the mediated expression of the self. New Media and Society. https://doi.org/10.1177/14614448211067756
Yamato, E. (2018). Construction of discursive fandom and structural fandom through anime comics and game fan conventions in Malaysia. European Journal of Cultural Studies, 21(4). https://doi.org/10.1177/1367549416682964
Yengin, D. (2011). DIGITAL GAME AS A NEW MEDIA AND USE OF DIGITAL GAME IN EDUCATION. The Turkish Online Journal of Design, Art and Communication, 1(1). https://doi.org/10.7456/10101100/003
Yin, Y. (2021). “My baby should feel no wronged!”: Digital fandoms and emotional capitalism in China. Global Media and China, 6(4). https://doi.org/10.1177/20594364211041681
Zhou, Y. (2024). The Integration of Two-dimensional Culture and Local Culture: A Case Study of the Global Sensation “Genshin Impact.” Transactions on Social Science, Education and Humanities Research, 5, 204–211. https://doi.org/10.62051/w3kd0102
Zulianti, D., Dewi, S. K., Izza, V. N., & Suhairi. (2022). THE EFFECT OF THE DIGITAL REVOLUTION ON GLOBAL MARKETING IN ERA 4.0 AND CONSUMER BEHAVIOR. Journal Of Social Research, 1(2). https://doi.org/10.55324/josr.v1i2.18
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2025-10-09
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[1]
“Sign and Hyperreality in The Genshin Impact Collaboration with Pizza Hut Indonesia 2023”, Visualita, vol. 14, no. 1, pp. 72–89, Oct. 2025, doi: 10.34010/visualita.v14i1.15402.
