Pandora Partners With Honor of Kings

Danish jewelry brand Pandora has entered into a strategic partnership with Tencent’s mobile game Honor of Kings, marking the brand’s first collaboration with a major gaming intellectual property within the Chinese esports market. While the financial terms of the agreement remain undisclosed, the partnership focuses on product integration and influencer marketing to engage the game's substantial player base.

Under the terms of the deal, Pandora has launched a collection of jewelry, including pendants and bracelets inspired by the game, which are currently available for purchase through the brand’s official Taobao store. To bolster the campaign, the company has signed Yang “Wuwei” Tao, a professional player for the Nanjing Hero team in the King Pro League (KPL), as a brand ambassador. Tao is featured in official promotional materials and commercial content for the collaboration.

The partnership reflects a targeted effort to reach the game's demographic, which maintains a significant female audience. Historical data from Tencent indicates that women comprised 61% of the KPL viewership in 2019 and accounted for 34% of the broader esports user base in China as of 2020. By aligning with a prominent KPL player and releasing themed merchandise, Pandora aims to leverage the intersection of high-end retail and competitive mobile gaming to strengthen its presence among Chinese consumers.