# Esports World Cup

Parisian Stages and Soda Cans: The Dual Global Ambitions of Chinese Gaming IP

The opening of the 2026 Esports World Cup in Paris and high-profile retail collaborations like MiHoYo’s Fanta partnership illustrate the multifaceted global expansion of Chinese gaming. Companies are increasingly focusing on IP ecosystem building and product diversification to sustain valuations and capture the Gen Z market.