Gong Yuan Ma La Tang is collaborating with the space fantasy combat game Honkai: Star Rail until 9 October 2024. This partnership introduces a new Szechuan pepper soup base and exclusive merchandise at all their outlets, with special themed decorations at the Suntec City and Funan Mall locations.
Background
The collaboration between Gong Yuan Ma La Tang and Honkai: Star Rail aims to merge the culinary world with the popular mobile game’s universe. This partnership not only offers a unique dining experience but also provides fans with exclusive game-related merchandise and themed decor featuring characters like Jiaoqiu and Feixiao.
New Szechuan pepper soup
The new soup base introduced for this collaboration is a lighter version of the traditional ma la tang. It offers a flavour profile that is less numbing and spicy, making it more accessible to a broader audience. This new addition is available at all Gong Yuan Ma La Tang outlets.
Galactic spice quest
Customers can participate in the Galactic Spice Quest to collect exclusive freebies. By dining at the themed outlets and engaging with the promotion, patrons can receive character cards, posters, and stickers. Flashing the Honkai: Star Rail game account during payment will also earn diners a postcard. Additionally, posting photos at the themed outlets with the hashtag #HSRxGongYuan can get customers free stickers.
Themed outlets
The collaboration is prominently featured at the Suntec City B1 and Funan Mall outlets. These locations are adorned with decorations inspired by Honkai: Star Rail, creating an immersive experience for fans of the game. The decor includes visuals of popular game characters, enhancing the dining atmosphere.
Exclusive merchandise
In addition to the new soup base, the collaboration offers exclusive merchandise. Customers can collect character cards with every purchased meal and receive a postcard by showing their Honkai: Star Rail game account during payment. This merchandise is available only for the duration of the collaboration, making it a limited-time offer.
Future implications
This collaboration between Gong Yuan Ma La Tang and Honkai: Star Rail could set a precedent for future partnerships between food and entertainment brands. By combining unique culinary experiences with popular culture, businesses can attract a diverse customer base and create memorable experiences. Fans of both the game and the restaurant can look forward to potential future collaborations that continue to blend these worlds.
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