Maserati makes a splash at the 10th anniversary of Honor of Kings, China's League of Legends

A few days ago, Maserati created a surprise in Chengdu, China, by inviting itself to the 10th anniversary celebration of Honor of Kings, also known by its former name League of Kings, a mobile game often dubbed the "Chinese League of Legends". This partnership between an Italian luxury icon and an Asian video-game giant has resulted in a spectacular collaboration.

Three customized Maseratis for the game world

On stage at the Chengdu Open Air Music Park, Maserati unveiled three unique vehicles, specially created for the event:

• the MC20 Cielo,
• the GranTurismo,
• and the Grecale Trofeo.

These models were presented in exclusive liveries inspired by three iconic characters from the game: 澜 (Lan), 暃 (Fei) and 铠 (Kai), heroes whose style and personality guided the cars' design.

The MC20 Cielo symbolized the spirit of the modern knight: power, elegance and protection. Its carbon-fiber bodywork, taut lines and electrochromic glass roof evoked the duality of light and shadow.

The GranTurismo, meanwhile, embodied beauty and grace. Its flowing design, proportions and leather and Alcantara interior evoked a timeless elegance, fusing Italian luxury with Asian pop culture.

Finally, the Grecale Trofeo was a haven of power and comfort. On board, wood, leather and technology mingled in a setting designed for today's urban adventurer.

Two worlds meet

The world of Honor of Kings, produced by Tencent, is a pillar of Chinese video game culture. Launched in 2015, it quickly conquered the country to the point of becoming the most popular mobile game in China. In the West, it remains little-known, often compared to its cousin League of Legends, whose gameplay fundamentals it shares.

But in China, Honor of Kings is much more than a game: it's a cultural phenomenon. By associating its image with this universe, Maserati wanted to appeal directly to a young generation with a passion for technology.

In the words of Julie Zhu, General Manager of Maserati China:

"True to its spirit of innovation, Maserati believes that the charm of Italian luxury lies in its ability to cross borders. When our performance DNA meets the digital world, imagination becomes reality. These bespoke cars embody our response to the passion and creativity of today's youth."

In China, Maserati has for several years been seeking to appeal to a younger clientele, sensitive to personalization, pop culture and original collaborations.