Genshin Impact and Honkai Impact 3rd Studio, miHoYo, to Rebrand Outside of China as 'HoYoverse'

The name credited for Genshin Impact and Honkai Impact 3rd, miHoYo, is transitioning into a new global brand identity outside of China, the Chinese video game developer announced Sunday.

Aiming to expand its reach across the globe with offices already settled in Singapore, Montreal, Los Angeles, Tokyo, Seoul, and other areas, HoYoverse will be the face of miHoYo's current and future works internationally moving forward. In China, where the core development of titles such as Genshin Impact will still continue to operate as usual, the company will continue to be known as miHoYo.

"Today, we are excited to announce the official launch of our all-new, forward-thinking brand, HoYoverse," the announcement reads. "HoYoverse will expand its content production, technology research, and publishing duties through operations in offices in Montreal, Los Angeles, Singapore, Tokyo, and Seoul. With global talent and employees located around the world, HoYoverse will continue to research and develop cutting-edge technologies to enhance its capacities and capabilities to provide high-quality content that enhances and optimizes the player experience."

In addition to their popular gaming titles, miHoYo has also been known for their dynamic desktop software "N0va Desktop," their community forum "HoYoLAB" and a variety of other products stemming from their original creative concepts such as anime, manga, light novels and music.

Now, with the launch of HoYoverse, miHoYo aims to showcase their "growing commitment" to providing global audiences with an "immersive virtual world experience" through a variety of content.

"Our mission in establishing HoYoverse is to create a vast and content-driven virtual world that integrates games, anime, and other diverse types of entertainment, which will provide players with a high level of freedom and immersion," HoYoverse co-founder and CEO Haoyu Cai said in the announcement. "We will continue to focus on long-term operation strategies, consistent technical research, and innovation in a variety of fields, including artificial intelligence, cloud computing, and pipeline construction, to ensure that sufficient content is created to meet the expectations of players worldwide for a virtual world experience."

Since the announcement, the Genshin Impact English social media channels and website have already swapped out any mentionings of miHoYo for the HoYoverse moniker and logo.

Additionally, the Feb. 14 Yae Miko character demo post was the first international trailer to feature the new brand name.

Ultimately, with miHoYo thinking big picture internationally with promises to create a content universe revolving around games, anime and more, it certainly seems to be an exciting time to be a Genshin Impact fan.