Carmakers vie for Gen Z and anime fans at China Joy | Updated: 2021-08-04 14:08
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Chinese carmaker Great Wall Motor joins hands with game brand Honor of Kings to release an all-new SUV model WEY Macchiato at China Joy on Aug 4, 2021. [Photo/IC]

Domestic carmakers and joint ventures showcased their tailor-made car models at the China Digital Entertainment Expo and Conference, or China Joy, from July 30 to Aug 2, in a bid to compete for young consumers as well as anime fans.

The companies unveiled car models designed in partnership with popular games, and also built immersive booths and painted cars with images from animated games to attract more customers.

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