China Pizza Hut collaborates with game 'Dungeon & Fighter'
'Goblin Pizza' released...Netizens shocked by the visuals
"Eating it might cause nightmares that night"
Chinese Pizza Hut has collaborated with the game "Dungeon & Fighter" to launch the "Goblin Pizza." Chinese Pizza Hut official blog
Chinese Pizza Hut shocked netizens with a menu launched in collaboration with a popular game.
Recently, Chinese Pizza Hut partnered with the game "Dungeon & Fighter" to release a new menu item. They introduced the "Goblin Pizza," named after the character "Goblin" from the game. While the public had high expectations for the collaboration between the famous game and the pizza brand, those feelings soon turned into confusion and disappointment.
The Goblin Pizza showed clear efforts to capture the characteristics of the Goblin character. To depict the body of a bullfrog and large, round eyes, they used chicken, cilantro, and olive pieces. Although they tried a creative approach with various ingredients, the pizza’s appearance was enough to make viewers feel disgusted.
The pizza became a hot topic on social networking services (SNS) in China for negative reasons. Local netizens expressed unfiltered negative reactions such as, "Just looking at the photo makes me uncomfortable and nauseous," "Eating this will probably give me nightmares that night," "It’s disgusting and I don’t want to eat it," and "Unless it’s Halloween, there’s no reason to choose this pizza in everyday life."
Chinese Pizza Hut has previously collaborated with game brands. In August 2022, they partnered with the popular game "Genshin Impact" to launch a collaboration-exclusive pizza and sold merchandise such as pizza boxes, plates, aprons, and photo cards featuring game characters. However, when an unexpectedly large number of customers flocked to Pizza Hut locations nationwide, the People's Police (Gong’an) had to intervene. At that time, China was strengthening COVID-19 prevention measures.
Meanwhile, Dungeon & Fighter was released in China in November 2007 under the name "Dixiacheng Yuanshi (地下城?勇士)" and quickly secured a spot among the top three games in the country, gaining immense popularity. The company targets China’s massive population and huge capital by releasing various avatars, game items, and packages. In fact, the developer Neople’s 2017 revenue from China was 1.05 trillion won, accounting for an astonishing 93% of its annual sales.
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