Gwendolyn Yap
Gwendolyn Yap
Gwendolyn Yap is a Master’s student at the Department of Asian Studies at the University of British Columbia under the Tun Dato Sir Cheng-Lock Tan Scholarship at ISEAS – Yusof Ishak Institute. Her current research revolves around media subcultures, Asian popular culture and soft power. You can find more of her work on: https://www.gwendolynyap.com/.
At the Anime Festival Asia (AFA) held in Singapore in November 2023, miHoYo assumed the prime spot at the exhibition—squarely at the entrance of the convention centre. Consequently, fans flocked to the booth for physical merchandise, resulting in three days of traffic slowdown. The booth had photo corners and character goods from the game Genshin Impact (GI), miHoYo’s ticket to global fame since its publication in 2020.