Don’t play chicken with a global pandemic
KFC was forced to close several restaurants in China this weekend after masses of Genshin Impact Players showed up to participate in the fast food establishment crossover event.
KFC announced that it would offer exclusives Genshin Impact pins and in-game items to customers who appeared and shouted the phrase “Meet in another world, enjoy delicious food!” to the restaurant employees. However, as Kotaku reported, KFC outlets in Shanghai, Nanjing and Hangzhou district were full of fans. Despite the authorities’ best efforts to maintain crowd control, the gatherings were found to violate China’s particularly strict COVID-19 regulations, forcing a partial abandonment of the event.
As noted by industry analyst Daniel Ahmad, COVID-19 numbers are currently relatively low in China, making the country safer than other major international communities. Regardless, running an in-store promo for one of the zeitgeist’s biggest video games while a global pandemic is still in force is something irresponsible. Sorry for the poor idiots who were in disguise portraying Genshin Impact characters Diluc and Noelle. I hope they got out of there before the fans, huggers, and selfies stormed them.
In-game items from the event are expected to be available to all players later this summer, while physical pins have very limited availability. As such, these are highly sought after items on the Genshin Impact community, which is currently estimated to be in the region of 30 to 35 million players.
These people were waiting all night for the KFC x Genshin Impact collaboration in China. This location is Nanjing.
Fans can get a special Genshin Impact branded meal, in-game content, and an exclusive KFC-branded pin / badge.
I’ve never seen anything like this before for KFC, hahaha. pic.twitter.com/a5DtSYpodJ
– Daniel Ahmad (@ZhugeEX) March 13, 2021