From passion to product: Artist Alley kicks off at sold-out Hoyo Fest convention

SINGAPORE – It is shaping up to be a dream weekend for full-time crochet artist Sherry Mak.

Just as she has in years past, the gaming fan, who is in her late 30s, is attending the three-day Hoyo Fest Singapore, an annual event organised by industry giant Hoyoverse.

But this year’s edition is different: She is among 38 artists granted a spot at the Artist Alley, where

creators can sell their fan-made merchandise

, sanctioned by Hoyoverse.

It is a first in five editions of the event and deviates from the industry norm, as large media franchises are typically protective of their intellectual property.

The air at Suntec Singapore Convention and Exhibition Centre, where Hoyo Fest Singapore is held, buzzes with excitement on July 26 as fans gather to celebrate their shared love for Hoyoverse’s sprawling universes.

Eventgoers are greeted by snaking queues, cosplayers and merchandise booths, each vying for attention at every corner.

Over 6,000 tickets for the convention, which runs from July 25 to 27, have been all sold out on its opening day.

In the spotlight for the 2025 edition are four of the company’s games – Genshin Impact, Honkai: Star Rail, Honkai Impact 3 and Zenless Zone Zero, which have generated about $112 million in total revenue from the Singapore market, according to data analytics firm Sensor Tower.

Ms Mak’s booth is down to its bare bones when The Straits Times visits at about 2.30pm. Her stock of about 100 self-made wares – from keychains to crocheted card pouches to spectacle holders – has been mostly replaced with “sold out” signs. Her creations range from $18 to $30, with larger customised dolls from $68.

With her lunch placed aside, she has been busy making restocks of her standout attraction: crochet stuffed dolls of characters from Hoyoverse games, each taking her about five hours to craft.

“Many of my items were sold out on the first day, and I’m hoping to restock as much as I can for tomorrow,” says Ms Mak, adding that this has been her most successful sales outing at an event since she converted to selling fan-made merchandise full-time over a year ago.

“I appreciate that Hoyoverse allows us to make fan merchandise and sell them without having to worry about intellectual property issues,” she adds.

Her experience mirrors that of several other participating artists, including 29-year-old Jie Yin Yong, professionally known as Jyyin.

Some of her creations – priced between $2 and $85 – are already sold out, something that she says she was not expecting to happen this quickly at Hoyo Fest Singapore, given her experience at previous similar events.

The star items at her booth are a series of character birthday cards and miniature charms of characters from Genshin Impact – one of three Hoyoverse games she has played every day for the past four years, averaging up to two hours daily.

To date, she has made a charm for 110 characters, including all 101 playable characters. She takes a day or two to draw each creation before it is turned into a charm or a Polaroid-style print.

“I usually just see clips of Hoyo Fest online and feel like I really missed out. I’m happy to be able to attend this year,” Ms Yong says, adding that she looks forward to participating again in 2026.

A Hoyoverse spokesperson says: “We are thrilled to have these talented creators display their fan merchandise at the Artist Alley at Hoyo Fest.

“At the same time, it is also heartening to see the Hoyoverse community respond so positively to the artists, and supporting them and their craft.”

Hoyo Fest started out at the Aniplus Cafe at the Esplanade Mall in 2021, and expanded into a lobby space at Suntec City mall in 2024. The 2025 iteration is the largest one in terms of event space and, for the first time, it is ticketed.