League of Legends is an intellectual property that has expanded to many different spaces. With new games regularly released , popular music groups , and an incredibly successful animation series, the brand appears to have no limits in its reach to new markets. That's been proven once again, with a Chinese company — their name roughly translated into English as "Haichang Brand" — having recently announced a line of League of Legends cosmetics and colored contact lenses.
According to the company's official Weibo account , the line of products center around the popular Star Guardian skins — some of them centered around Star Guardian Ahri and Star Guardian Seraphine. Along with the announcement and promotional images, the series of posts also link to a video advertisement for the products .
Considering the popularity of League of Legends in China among younger demographics, the product line makes sense. According to a 2021 article by the Business of Fashion, colored contact lenses have become an exploding trend among younger people in China, stating that "the category’s meteoric growth in China is being propelled by local brands and influencers."
Star Guardian is one of the most popular skinlines in League of Legends — one with detailed lore that has been developed for several years now. It has spawned music videos, high-quality cinematics, and a massive in-game event in 2022. The Star Guardian event this year, however, has been noted for receiving a significant amount of criticism from the community due to a variety of bugs, a lack of communication from the developers, and other problems throughout the event. Riot attempted to alleviate the issues by extending the duration of the event in addition to trying to address the problems.
According to Haichang Brand's Weibo page, the product is not available in most other countries. There has been no information on if this will change in the future.
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