Wallace burger chain teams up with horror game Identity V in China's most random crossover yet

Wallace, China's ubiquitous budget burger chain, just dropped the most unexpected collaboration of 2024: a full partnership with NetEase's horror mobile game Identity V. Because apparently nothing says "I'm lovin' it" quite like asymmetrical horror gameplay? 🍔👻

The collab launched June 5th and centers around Identity V's "Opera Singer - Lady W" character, creating what can only be described as the fever dream of fast food marketing. Wallace is rolling out two main meal sets across most of their locations nationwide.

The "Delicious Decoding Energy Meal" gets you a custom Lady W game skin code with your burger, while the premium "Manor Carnival Feast" throws in collectible Q-version standees, badges, double-sided tickets, plus the skin code. Both meals come with Opera Singer-themed tote bags and molded cups because why not turn your dinner into a horror game merch haul.

But Wallace didn't stop at just slapping some gothic artwork on their packaging. They've also launched a mini-program with exclusive member rewards including quicksand collectible cards, successfully turning horror game fans into Wallace app users. It's giving "viral marketing meets customer retention strategy" energy.

This isn't Wallace's first rodeo in the IP collaboration game either. They've previously teamed up with everything from Blazing Teens yo-yos to My Little Pony's rainbow dreams, plus Chinese anime like The Founder of Diabolism. For a brand often seen as China's answer to "cheap and filling fast food," Wallace is clearly playing the long game of becoming a nostalgia vessel and cultural touchstone for Gen Z.

The real genius here? Taking a horror game about survivors trying to escape a creepy manor and somehow making it... appetizing. Peak 2024 marketing vibes, honestly. 🎭