Brands

Pandora Partners With Honor of Kings

Published by

Hongyu Chen

1 month ago

Jewelry brand Pandora inks deal with Honor of Kings

Danish jewelry brand Pandora announced this week that it has signed a partnership deal with Tencent’s iconic mobile game Honor of Kings.

Financial terms of the deal were not disclosed.

Under the terms of this new partnership, Pandora will provide select jewelry products inspired by Honor of Kings such as pendants and bracelets, which are already available for public purchase in Pandora’s Chinese e-commerce Taobao store.

In addition, Pandora also announced this week that it has signed King Pro League (KPL) player Yang “Wuwei” Tao as a “friend of the brand” and has featured him in the official commercial and poster of “Honor of Kings X Pandora.” Tao’s image has also been used in Pandora’s Taobao store. Tao currently plays for Nanjing Hero.

KPL is China’s top Honor of Kings competition, and this is the first time Pandora has partnered with a major gaming IP in China’s esports industry.

In 2019, Tencent reported that 61% of the KPL audience are women, while 39% of the KPL audience are men. In addition, Tencent also reported at the Tencent Global Esports Summit that 34% of esports users in China were women in 2020.

Hongyu Chen

Hongyu "Eddie" Chen serves as conduit from China to the rest of global esports scene as the only Chinese journalist living in China while writing for Western media outlets. For the last four years Eddie served as the China esports correspondent for The Esports Observer and Sports Business Journal. He is a bilingual graduate of MA Business and Marketing and a certified BEng Electronic and Communication Engineer.