#SHOWBIZ: Artists hail HoYoFest 2025 as platform to express individual creativity

New Straits Times

21-07-2025

KUALA LUMPUR: The highly anticipated HoYo FEST 2025, Southeast Asia's premier HoYoverse festival, returns for its fifth consecutive year at the Pavilion Exhibition Centre in Bukit Jalil, here, from July 24 to 27.
This year's festival offers fans of popular titles such as Genshin Impact, Honkai Impact 3, Honkai: Star Rail, and Zenless Zone Zero a unique opportunity to celebrate their favourite games.
Attendees can look forward to a variety of activities at themed booths, exclusive freebies, and a chance to purchase exclusive items and inspired merchandise at the newly introduced Artist Alley.
The Artist Alley is a significant new addition, providing a dedicated space for artists to showcase and sell their fan-created merchandise.
This marks a pioneering move by a gaming company to officially sanction the sale of such fan-made goods.
Long-time participating artists Zi Qi (also known as SoyaPuff) and Michelle (Chenkuns) lauded HoYo FEST 2025 as an excellent platform for gaming enthusiasts to express their individual creativity.
SoyaPuff, a self-taught creator, commented: "This platform encourages creators to express their own individuality and add their personal touch to existing HoYoverse characters. Creators will be able to share their love for HoYoverse characters with like-minded people, and have more opportunities to expand their works."
Chenkuns added: "It's incredibly supportive of HoYoverse fans and customers, and truly motivates artists to boost their creations."
SoyaPuff praised HoYoverse's clear guidelines for creators producing and selling merchandise.
"These guidelines are designed to protect the reputation of the company and their intellectual properties (IPs), while still giving creators the freedom to express their artistic passion and love for the games and characters," she explained.
"For instance, merchandise must not harm the reputation of the company or its games, and must not violate any laws. Creators are also allowed to sell under a specific quantity limit depending on the IP."
Chenkuns agreed, saying: "As long as the artists do not use official logos and don't steal official images to incorporate into their artworks, the artistic freedom is very broad."
SoyaPuff highlighted that this initiative encourages artists to connect with diverse individuals who share their passion for various games.
"Aside from allowing brands to expand their fanbase, it will help us deepen our appreciation of various talents," she said.
Chenkuns believes this fosters a continuous cycle of inspiration: "There will always be a new generation of creators inspired by the current generation."
SoyaPuff also mentioned that the festival organisers actively encourage fan art through competitions and even permit fans to commercialise their creations.
"I've had a few chances to collaborate and connect with various mutual artists throughout my art journey. Through this, I was able to find my own artistic circle, and this time I have the amazing opportunity to work with my artist friends @pogonodraws and @coffeekek."
Chenkuns described a collaborative spirit among artists: "Artists team up with each other to create prizes for participants and buyers after fulfilling a set of requirements. It's been a very fun process which helps boost sales and engagement with the fanbase. I personally have fun meeting new friends and creators this way."