Chinese retail lifestyle brand Miniso recently opened concept stores in collaboration with the blockbuster game Black Myth: Wukong. Game merchandise will be on sale in stores in five cities — Beijing, Shanghai, Guangzhou, Hangzhou, and Chengdu.

Despite the wintry climate, many fans lined up early outside the Beijing store where they were welcomed by two character performers portraying the titular role of Wukong, the Monkey King.

The Beijing store covers an area of over 1,000 square meters and offers more than 40 categories of themed merchandise, including animated characters from Disney and the Harry Potter franchise. Miniso has over 7,000 stores in 112 countries and regions, collaborating with more than 150 renowned franchises worldwide, with merchandise sales exceeding 10 billion yuan ($1.38 billion).