“In the Name of Shining” Korea tops the double list Zulong Entertainment (09990)'s overseas strategy is entering a harvest period

The Zhitong Finance App learned that on September 10, 2025, a female subsidiary of Zulong Entertainment (09990) officially launched the 3A simulated life game “In the Name of Shining” (hereinafter referred to as “Shining Name”) in Korea, and immediately achieved the first place in the Korean iOS and Google Games free lists. This latest overseas achievement not only means that “Shining Name” has completed coverage of major regions around the world; it also confirms its explosive power in the global market and has become another important milestone in Zulong Entertainment's overseas strategy.

Looking back at the overseas achievements of “Shining Famous,” it's easy to see that the “go online and reach the top” scene is no accident. In 2022, “In the Name of Shining” was launched in Hong Kong, Macao, Taiwan, Singapore, Malaysia, and Japan. On the first day, it topped the list of free iOS games in these six regions. Meanwhile, in mainland China, “Shining Fame” has been in the top ten best-selling iOS games in mainland China more than ten times since its launch. Although it has been launched in mainland China for more than two years, the average number of “Shiny” daily active users in the first half of 2025 surpassed the average for the whole of 2023 and 2024, and even hit a new high since 2025 in the summer program in July and August. Up to now, the cumulative sales volume of “Shiny” has exceeded RMB 2 billion worldwide.

The impressive results that have blossomed a lot make people think. In an age where user needs are increasingly diverse and personalized, why is “Shining Name” loved by female players around the world?

On the one hand, “Shining Name” provides a rich library of materials, covering multiple dimensions such as skin tone, body type, and makeup to meet the aesthetic needs of female players in different regions. However, the game's high degree of freedom is not only reflected in “pinching the face,” “Flash of Fame” gives players the right to design and choose from characters to costumes, and truly realizes a full range of “custom dressup” experiences.

On the other hand, although there are cultural differences in various regions around the world, the essence of understanding beauty is shared and shared. With the support of the UE engine, “Shining Name” realistically recreates the materials and fabrics of different clothing materials, reaching new heights in terms of artistic expression and technical prowess.

On the basis of maintaining technical advantages, combining player acceptance in various regions, adding products in a targeted manner, and continuously refining the fineness of localization, this is probably the key for “Shining Name” to impress players around the world.

“Shining Name” is not Zulong's only “Double Blossom Inside the Wall and Outside the Wall” game. The strategy card game “Dragon Clan: Kassel's Gate”, adapted and developed based on the “Dragon Clan” IP, was launched in Hong Kong, Macao and Taiwan in April 2025. It topped the iOS free game list during the pre-download phase, then achieved 5th and 6th place in the iOS game bestseller list in Hong Kong and Taiwan. It landed in Thailand in August, and reached the top 3 in the iOS free game list on the first day of launch. Since then, it has been in the top 5 of the iOS free game list for many consecutive days.

These outstanding overseas performances once again prove the strong strength of Zulong Entertainment's self-developed and spontaneous development. An efficient closed loop integrating R&D and operation avoids communication losses and decision delays under the traditional “R&D-distribution” separation model, and can closely grasp trends and changes in user demand in the local market.

Currently, Zulong Entertainment has launched 24 mobile games in more than 170 regional markets, covering most countries and regions around the world, and supporting multi-regional versions in 14 languages. The total number of registered users worldwide has exceeded 200 million, and the total turnover has exceeded RMB 22 billion.

Zulong's pace of globalization is resonating with the optimization of the overall policy environment for Chinese games to go overseas. In 2025, China's game industry ushered in a period of intensive release of policy dividends. The policy clearly proposed the development of game overseas business, and globalization is Zulong Entertainment's long-term strategy.

At the 2025 interim results exchange meeting, Zulong Entertainment stated that “Dragons: Kassel's Gate” will promote distribution in Japan, South Korea and the rest of the world in 2026, and plans to lay out IP linkage activities in line with regional characteristics. Furthermore, all future new products will be developed globally.

Currently, mature markets such as Europe, America, Japan, and South Korea still maintain strong payment capabilities, while emerging markets such as Southeast Asia are rapidly rising, providing a broad space for Chinese game companies. In the future, Zulong Entertainment will further implement the integrated layout of R&D and operation for global development, customize differentiated strategies for different markets, do a good job of deepening localization and value enhancement in various regional markets on the basis of continuing to adhere to “going global”, and steadily achieve deeper development.

According to Gamma Data's “2024 China Game Overseas Research Report”, overseas revenue for games developed independently by China has reached 18.557 billion US dollars, an increase of 13.39% over the previous year, showing amazing growth potential. With the broad prospects of global market expansion and deepening policy support, the company is expected to replicate “in the name of brilliance” success in more segmented tracks. The game went overseas, and it was time for Zulong Entertainment to set sail. The report points out that in the process of going overseas, Chinese game companies have experienced a significant increase in overseas revenue from games developed by China after two consecutive years of decline by continuously improving their core competitiveness.