McDonald’s China is blending tradition with gaming culture, teaming up with Black Myth: Wukong for a Mid-Autumn Festival celebration full of themed food, drinks, and exclusive merch.
What’s actually happening
For the Mid-Autumn Festival, McDonald’s China has launched a limited-time collaboration with Game Science’s Black Myth: Wukong, the award-winning action RPG.
The menu features mooncake-inspired dishes like the Golden Crispy Chicken Egg Mooncake, Cheese Double Beef Black Gold Mooncake, and Autumn Osmanthus Sparkling Milk Tea. Fans can also grab themed desserts like the Golden Egg Yolk McFlurry and Sesame Lava Pie.
Beyond food, the campaign includes exclusive merch (tote bags, tees, pins, and even a Monkey King velvet robe) plus pop-up stores and restaurant makeovers featuring Wukong visuals.
Why this collab actually works
Cultural fusion: Marrying the Mid-Autumn Festival (mooncakes, family traditions) with a modern gaming icon creates relevance across generations.
Brand freshness: McDonald’s stays top-of-mind by tying into one of China’s biggest gaming phenomena.
Experiential marketing: Pop-up stores and restaurant takeovers make the collab more than a meal—it’s an event.
How to measure success
Sales impact: Limited-edition menu item performance vs. standard seasonal offerings.
Merch uptake: Volume of exclusive Black Myth products sold.
Buzz metrics: Social chatter, hashtags, and user-generated content from fans showing off themed meals or merch.
Store traffic: Footfall uplift at decorated and pop-up locations.
Final Take
McDonald’s China x Black Myth: Wukong is a masterclass in cultural co-creation—a global fast-food giant riding the wave of a homegrown gaming phenomenon while staying anchored to tradition.
If your brand wants to design moments that merge culture, community, and commerce, talk to Mana Partners.
Author
Seif Seoudy
We build brands that speak the language of gamers—authentic, electrifying, unforgettable.
