For the first time ever, HoYoverse is officially bringing its Creator/Artist Alley to the Philippines as part of HoYo FEST 2025, transforming SMX Convention Center in Manila into a vibrant celebration of fan creativity, gaming passion, and community connection.
“We are devoted to engaging fans and fostering an enthusiastic and inclusive global community that provides access and encouragement for people to share their passion for ACG (Animation, Comics, and Games) through their own creativity and skills,” said the HoYo FEST Team. “The Artist Alley is one way we are able to do this.”
Initially introduced in Indonesia and Vietnam in 2024, the Creator/Artist Alley makes its Philippine debut this year as part of a wider regional expansion. With simultaneous events happening across Southeast Asia—including Indonesia, Malaysia, Thailand, Singapore, and Vietnam—HoYo FEST 2025 is leveling up its presence in the region with more immersive booths, coordinated programming, and a shared celebration of beloved HoYoverse titles.
“2025 marks the first time HoYo FEST is bringing its official Creator/Artist Alley to the Philippines, highlighting the contributions of fan artists and merch creators,” the team added. “Fans can expect themed booths for multiple HoYoverse titles, exclusive merchandise, live stage performances, cosplay showcases, interactive fan activities, and for the first time for HoYo FEST in the Philippines, an official Artist Alley featuring local creators selling fan-made goods.”
Attendees in Manila can look forward to content inspired by Genshin Impact, Honkai: Star Rail, Honkai Impact 3, and Zenless Zone Zero, with interactive zones and experiential exhibits immersing fans in the world of their favorite titles.
Beyond the fandom celebration, the Creator/Artist Alley marks a new direction for how global IP holders like HoYoverse engage with fan-made content. “This marks the first time a major entertainment brand like HoYoverse formally recognizes and integrates a Creator/Artist Alley into an official, branded event in Southeast Asia,” the team emphasized.
Artists selected to participate in the Manila leg were carefully curated. “The lineup of creators has been vetted by the company to ensure quality and to ensure that their works are original,” they explained.
For local creators, this opportunity is more than just a showcase—it’s a platform for growth. Henxtie emphasized its importance: “There are many talented local Filipino artists. However, most struggle to turn their artistic endeavors into lucrative ventures by themselves. Through Artist Alley, they can showcase their work while also getting business experience through booths.”
The creator also pointed out the networking opportunities available at events like this. “Conventions are usually how artists can find and interact with other people of similar interests, thus making merch sales feasible and networking more accessible. This can be invaluable to them especially if they are able to form bonds with their fellow artists and fans willing to support their work.”
As for the types of merch fans can look forward to? “I don’t know exactly what the creators will bring, but I am confident to say at least: art prints, keychains and stickers, and other merch,” said Xenxtie.
Importantly, the initiative may also reshape how fan creations are perceived within the gaming world. The artist explained explained, “Artist Alley and fan-created content have long existed in a grey area when it comes to copyright infringement. Their existence is usually tolerated by the respective IP holders. However, if gaming companies encourage fan artists to make merchandise and content of their IPs, it removes the fear of infringement and shifts the perception away from artists being seen as illegal competitors.”
“Allowing fan-created content can further spread the IP’s popularity while also supporting its community,” Xenxtie added.
As HoYo FEST 2025 prepares to open its doors in Manila from July 24 to 27, fans, artists, and cosplayers alike have something truly groundbreaking to look forward to—not just a celebration of games, but a celebration of the people who bring those worlds to life in their own unique ways.
