A (not so) short, informal study
of HoYoverse's marketing of Kyryll Chudomirovich Flins.
Flins is ✨hollow purple✨ Just kidding! (But also not?)
I think most of us were impressed by Genshin Impact's Gamescom 2025 trailer — which was basically a showcase of their brand new character Flins set to release in v6.0 of the game, the first patch introducing their new region on the map — Nod Krai. He is a electro DPS/hypercarry who has already drawn a lot of fans' attention just by the virtue of being the first 5-star character using the "tall male" model in almost two whole years! Fans of male characters in the gacha-sphere have been blessed with this beautifully designed, intriguing character.
All the official promotional info and materials on Flins, all the enthusiasm of the fandom, and mainly the comments on the trailer prompted me to write this post (it's gonna be a long post, so hang in there!). Also, I have zero expertise in business and marketing. These are just a layman's thoughts. Mostly, a fan's thoughts.
I believe that the strategies used by HoYoverse to sell this character's banner is pure genius! Of course, the basic design and lore makes a big difference, but this time, there is a lot of additional attention paid to the fine details, fanservice, and association with some very popular characters in the anime and adjacent spaces.
I am mainly speaking of the strategies directed towards the JP and CN player base to make Flins more appealing and encourage players' gacha spending, but it also extends to the rest of the global player base.
So, let's begin with Japanese Flins!
Strategy #1: Voice actor.
Flins' Japanese voice actor is none other than Nakamura Yuichi, who voices probably one of the most popular anime characters to ever exist — ✨Gojo Satoru✨. He also has several other popular roles in his roster.
That automatically makes Flins quite attractive as a character to fans of Jujutsu Kaisen and Gojo Satoru. And we haven't even considered the Satoru simps yet (myself included lmao). Additionally, the Seiyuu himself is really popular in Japan.
Whichever version (language) of the trailer or clips I click on, Satoru's presence can be felt in the top comments. Even on all the EN content, there's always a "His JP VA is Gojo" to be found, which makes me really happy lol. But you know what that means? HoYo - 1, playerbase - 0; but in a good way😅
Now, if that wasn't enough already, there are other associations that fans can make between Gojo and Flins.
Hollow purple? Exorcism? Evil spirits? Anyone? No?
Strategy #2: Thematic/visual associations.
From what we've seen of Flins from trailers and promotional materials, he has a black and purple color scheme (because he carries an electro vision), and fans can make visual associations with the motifs of death, spirits, graveyards, and broadly with exorcism/sorcery. He seems to be from a faction called the Lightkeepers who are stationed at lighthouses, repelling creatures from the Abyss and protecting Nod Krai. Lore-heads, please forgive me if I am wrong. Also, the delulu can be quite strong, as in my case, I suppose, that I kept making the connections between Gojo and Flins which works to the advantage of the HoYo's marketing team.
Strategy #3: Flins' birthday.
Flins' birthday is October 31 — the immediate connection is Halloween, because of obvious reasons. However, I saw a post on Instagram earlier that made the connection to a, um, certain "incident" in JJK that I cannot elaborate on because of spoilers to anyone who has just started the show or reading the manga. If you're a big enough fan (read: "if your brainrot is strong enough"), you'll see the connection. And that is exactly what the marketing team wants! Mission accomplished.
Strategy #4: General fanservice.
Fans of Gojo Satoru and Jujutsu Kaisen might feel like their favorite character has teleported to Teyvat and would be inclined to wish for Flins because it'd be like bringing Satoru home on their accounts.
Sharing a Seiyuu and other vague connections may not seem like a huge deal to everyone, but it will be to the JP player base, and anime fans globally.
Strategy #1: Again, voice actor.
Flins' Mandarin Chinese voice actor is Ma Zhengyang, who voices Hua Cheng in the donghua adaptation of the Chinese danmei novel series Heaven Official's Blessing (Tiān Guān Cì Fú) written by Mo Xiang Tong Xiu. Hua Cheng is a hugely popular character and Ma Zhengyang is a famous voice actor with credits to many significant roles.
Strategy #2: Again, thematic associations
I am not very familiar with TGCF, but I have watched the first two seasons of the donghua, and I really enjoyed it. TGCF can be categorized as a xianxia, which implies that it is a fantasy genre drawing heavily and primarily from Chinese mythology and philosophies of Taoism, Buddhism, Confucianism, and other folk and traditional elements of Chinese culture. Again, lore-buffs please forgive me if I am wrong, but Hua Cheng is a high-ranking ghost, who is associated with symbolism of death, afterlife, and everything in between. And I personally see similar symbolism embedded in Flins.
Strategy #3: General fanservice
For fans to be able to find similarities and connections between Hua Cheng and Flins is absolutely great, and profitable for HoYo. The shared VA, similar motifs, etc. are significant factors for the CN player base and the global player base who are fans of the series. HoYoverse is a Chinese enterprise, so their national player base is their biggest source of revenue. So, it makes sense to get their players to associate this mysterious new character with one of the most popular fictional characters in China at the present cultural moment.
So, that was mostly it! But if you say, that they have done this before, you are probably right. For a lot of important characters, they have chosen great, extremely popular VAs. However, I do think that they really went above and beyond with their attention to details this time. They really chose the VAs based on the other characters they have voiced, what those characters are specifically like, just how popular they are, and exactly what the player base's reactions would be. Oh, the Korean VA of Flins — Shin Yong Woo — voices Luocha from their other game Honkai: Star Rail. He is also associated with similar motifs! See what I mean?
I also have a theory as to why the extra effort was put in. Gacha games always tend to operate on the assumption that female characters sell better than male characters. This is Genshin's first tall male 5-star character since v4.1 (as far as I know). They put in a lot of extra effort because they are making up on the fanservice front. They not only want to put extra effort to make their character appealing, but they want to offer a lot of fanservice towards that section of the player base who had been quite disappointed with the lack of male characters. I think it is a great strategy on their part, to be honest.
If you've actually made it this far, I really thank you for taking the time to read my random thoughts that I put up here. Let me know if you agree, disagree, or what you thoughts are generally on Flins. And if you're pulling for him, good luck with your pulls! ✨ As a certified gacha husbando collector, I have him guaranteed🥂