From catching up on favorite anime episodes to placing orders, China-chic IPs are reshaping the landscape of hardcore digital consumption.
When Chinese-style cultural collaborations sweep into hardcore digital gadgets
This summer, *Eight Immortals!* has become the biggest dark horse of the summer film season. With its unconventional plot design and visuals full of oriental aesthetics, it has gained a score of 8.2 on Douban, and its projected total box office has reached 2 billion yuan.
Unexpectedly, the casually shaped "red clay duck" in the film has even become a popular trendy item sought after by young people this summer.
In official authorized stores, this duck was sold out and removed from shelves shortly after being launched. Netizens who failed to grab it were forced to become amateur craftsmen: some recreated the same style with red clay pottery, some made affordable substitutes with 3D printing, and some spent two hours piecing together a 2D version of the duck with perler beads. On social platforms, voices urging the official to sell the official merchandise keep popping up, "I'm dying to spend money but can't find a way to do it", "Eight Immortals, will you make official merchandise? I'm so anxious"...
Source of image: @Movie Eight Immortals
It is clear that young people are becoming more and more obsessed with Chinese-style IPs.
Data also proves young people's love for Chinese-style IPs. According to the *2025 National Trend Report for Young People* released by China Youth Daily, 91.6% of young people believe that national trend products have penetrated deeper into the daily lives of the public. 59.9% of young people also clearly feel that in recent years, cross-border collaborations of national trend products have become increasingly diverse, and the product categories are also richer.
Responding to the calls of young people, sharp-minded brands have started to play new tricks in Chinese-style cultural collaborations.
For example, recently Mixue Ice City, Meituan Waimai and Guangdong Cantonese Opera Theatre launched a three-party cross-border collaboration, releasing folding fans and pendants with Cantonese opera cultural elements. Both Snow King and the delivery kangaroo character are dressed in opera costumes. With the wave of the folding fan and the sway of the pendant, they perfectly integrate the practicality and cultural heritage brought by the collision of Chinese traditional culture.
This wave of collaborations is not limited to lightweight crafts, but has also spread to the hardcore digital hardware circle that has extremely high requirements for technology and craftsmanship.
On July 20th, MCHOSE joined hands with the domestic animation IP *A Record of a Mortal's Journey to Immortality* to grandly launch a new high-end series product priced at 1299 yuan — the God 60 co-branded magnetic switch keyboard gift box. After the product opened for reservation, the number of reservations quickly exceeded 60,000 in just a few days, and it was sold out immediately after the first batch of pre-sale went live.
MCHOSE God 60 High-end Series
Young people's love for Chinese-style IPs is extending from content consumption to real product choices. The popularity of the MCHOSE God 60 co-branded model shows that when IP sentiment, product performance and daily usage scenarios are connected, hardcore digital products can also become a new entry point for Chinese traditional culture.
Specifically, MCHOSE tries to bring the ethereal immortal cultivation world to players' desktops.
The outer package abandons the conventional digital product carton, and is made into the shape of a sword case, with cloud patterns running through the box body, full of ethereal immortal charm. The interactive design is also full of ritual sense: when you touch the "Heavenly Cauldron Bottle" slider on the front with your fingertip and slide it gently to the right, the pattern of the Great Geng Sword Formation unfolds slowly like a seal being lifted, giving people a hidden pleasure of "drawing the sword out of the case" in the immortal cultivation world.
The keyboard in the gift box is overall cyan-gold, and the color of each row of keys is different, showing a gradient from top to bottom. The moment you power it on, you can see the lighting effect of the Great Geng Sword Formation displayed on the keycaps.
The keycaps also have different designs: the left side is the foggy translucent keycap, and the Esc key at the top left is replaced by the entry privilege token issued by Huangfeng Valley in *A Record of a Mortal's Journey to Immortality* — the Immortal Ascension Token. What is also impressive are the three replaceable metal keycaps, which are respectively engraved with the formation centers of the Great Geng Sword Formation, as well as the mottos "Act with Caution" and "Follow Your Heart" that represent the character and attitude of the male protagonist Han Li.
The entire gift box is like a treasure chest, with a keyboard wrist rest printed with the words "Can knock on the gate of immortality", an animation mouse pad in blind box style, a sect-exclusive accessory box, an electric light with a famous scene display film... Even small peripheral products such as tear-open badges and animation stickers are fully arranged.
Behind this overwhelming sincerity, we can't help but wonder, from the exquisitely crafted "sword case" style packaging box to the customized special-shaped metal keycaps, how much preparation has a brand that used to make a name for itself with best-selling products at mainstream price points made for the launch of this high-end product?
MCHOSE's Cultivation Path
Over the past few years, MCHOSE has been constantly "cultivating".
It has been deeply engaged in the peripheral track, focusing on performance and quality in the mainstream price range of keyboards, mice and headphones, and has continuously created a series of high-sales bestsellers such as the Ace 68 magnetic switch keyboard, G87 mechanical keyboard, A7 esports mouse, and V9 esports headset. Through strict control over quality, as well as service commitments such as "90-day free replacement without repair" and "24-month warranty", it has step by step built young consumers' trust in its product performance, software experience and after-sales system.
The word-of-mouth accumulation based on real experience has made MCHOSE a peripheral brand loved by young consumers — In 2025, MCHOSE was certified by Frost & Sullivan, won the first place in national mechanical keyboard sales, and became a highly influential domestic consumer electronics brand.
With larger scale and a stable basic market, MCHOSE decided to step out of its comfort zone and take a key step upward.
After evaluating many popular IPs on the market, it finally set its sights on *A Record of a Mortal's Journey to Immortality*.
As the top 1 domestic animation in the hearts of many young people, the protagonist Han Li was born ordinary, with no support from aristocratic families and no foundation in immortal cultivation. However, with his down-to-earth cultivation and the behavioral style of "acting with caution" and "staying firm in will", he has grown step by step from an ordinary mortal to the peak of the immortal cultivation world.
This passionate and down-to-earth counterattack trajectory has touched many young people, and is also consistent with MCHOSE's own brand growth trajectory — From being unknown to ranking first in national sales, MCHOSE's path of progress is also like a "immortal cultivation" journey in the peripheral industry.
But to steadily support a super IP like *A Record of a Mortal's Journey to Immortality*, spiritual resonance alone is far from enough. It must rely on strong systematic engineering capabilities to transform the profound cultural content and aesthetic conception into a real and perceptible user experience.
We can see a lot of MCHOSE's painstaking efforts just in product design.
First of all, in order to build awareness of the God high-end series among core users who know the products best and recognize compact layouts, MCHOSE did not choose a conventional large layout, but restrained and decisively adopted a 60% layout, which not only returns the desktop activity space to the mouse, but also brings players a more focused and pure operation experience, hoping to expand to a wider crowd through the experience and word-of-mouth of core users.
In terms of vision and craftsmanship, MCHOSE also pulled all the stops on details. In *A Record of a Mortal's Journey to Immortality*, the most representative visual symbol is the sword formation. In order to bring players a more immersive experience, MCHOSE specially designed hollowed-out keycaps, so that when the keyboard is turned on, the light from the bottom can perfectly penetrate the keycaps and present a perfect sword formation lighting effect. At the same time, the keyboard is also equipped with customized RGB sword formation lighting. When pressing the formation center key, the light effect will spread from the center to the outside, realizing a perfect linkage between the visual effect and the light effect of the sword formation.
The two special-shaped metal keycaps engraved with "Act with Caution" and "Follow Your Heart" correspond to the Backspace key and Enter key respectively: the former echoes the cautious judgment before the deletion operation, and the latter corresponds to the clear state of mind after confirmation. These ingenious little designs allow players to generate emotional involvement and spiritual resonance every time they tap the keys.
Apart from the highly ritualistic design, the God 60 is also equipped with the industry's top parameter configurations. It is equipped with MCHOSE's self-developed "Tianwen Solution" and Core Engine, combined with a magnetic suspension switch, achieving 0.001mm adjustment accuracy, 256K scanning rate, 16K return rate and an extremely low latency of 0.06ms, maintaining the brand's consistent esports-level hardcore performance.
For a long time, MCHOSE has been focusing on providing users with high cost-performance products whose comprehensive experience matches the pricing. The God 60 continues MCHOSE's emphasis on performance and practical experience, and further extends the R&D, design and engineering capabilities formed in mainstream price products to higher value ranges, adding more complete aesthetic and cultural expressions.
After this series of well-coordinated moves, MCHOSE has perfectly interpreted its definition of the God high-end series — high performance, high completion and high cost performance, committed to providing consumers with a comprehensive experience that integrates hardcore performance, stunning design and profound cultural heritage at a higher price point.
This Round, It's a High-end Game
For a long time, young people's desktop peripherals seem to have been "occupied" by overseas IPs.
On the computer desks of esports players, most of the IPs that appear are from the Marvel Universe, Gundam mechs, or Pokémon.
The collaboration between God 60 and *A Record of a Mortal's Journey to Immortality* has neatly broken this situation. It shows the market a perfect mutual achievement: one side is the domestic animation IP with huge inherent appeal, the other side is the domestic peripheral brand with extremely high engineering standards. The two strong parties join forces to achieve a perfect integration of Chinese-style IP and hardcore esports.
For MCHOSE, this co-branding is not only a breakthrough in breaking into new circles, but also a "game-changing" move.
With its extremely sincere co-branded design, MCHOSE has attracted not only players in the esports circle, but also a large number of fans of *A Record of a Mortal's Journey to Immortality* who have esports demands. The exquisite "Green Bamboo Bee Cloud Sword" sword case and the glowing "Great Geng Sword Formation" have successfully satisfied user experience, in every key press, plug-in, opening and replacement, players can have a wonderful emotional connection with that immortal cultivation world.
Players experiencing the God 60 at ChinaJoy
This move has also earned a lot of goodwill among young people. For them, the keyboard is not only a frequently used tool, but also can carry performance experience, desktop aesthetics and personal interest expression.
MCHOSE defined the products around young players' demands for esports performance, desktop space and personal expression, and integrated performance experience and cultural expression into the same product logic through the God 60. The launch of this product does not only rely on a single design idea, but on the systematic capabilities that MCHOSE has accumulated over a long period of time across multiple products and categories.
At present, MCHOSE has fully possessed systematic capabilities covering technology R&D, product definition, structural engineering, large-scale supply chain coordination and high-level brand aesthetic expression. The launch of the God 60 has also transformed the public's perception of MCHOSE from a "high cost-performance brand" to a brand that combines extreme performance, high completion and profound cultural heritage.
