Bilibili World 2026: A Strategic Guide for Game Exhibitors

Held every July in Shanghai, Bilibili World is one of China’s leading subculture game shows, drawing Gen Z visitors around gaming, animation, and fandom culture.

China’s game marketing landscape is shifting. For many years, ChinaJoy symbolized the center of China’s game exhibition scene. Today, more attention is moving toward Bilibili World.

Launched in 2017, Bilibili World is still relatively young compared to longer-established events. Yet its growth has been rapid. The show drew around 250,000 visitors in 2024 and then jumped to 400,000 in 2025, showing how quickly it has grown within China’s Gen Z fandom and subculture audience.

Why Bilibili World Matters

Why Bilibili World Instead of ChinaJoy?

It all comes down to the audience and the unique nature of the event.

1. Concentrated Gen Z subculture fandom

If ChinaJoy is a broad, mainstream game show, Bilibili World is much more centered on subculture communities. It has a stronger festival-like atmosphere built around fandom, which makes it a more suitable space for strengthening IP loyalty among deeply engaged users.

Since the pandemic, many Korean game companies have shifted toward collectible RPGs and subculture-oriented titles. As a result, they have increasingly preferred events where highly engaged users gather, rather than relying only on broader mass audiences. For these brands, Bilibili World offers access to core users with stronger loyalty and higher spending intent.

2. Platform-driven viral reach

One of Bilibili World’s biggest strengths is its built-in online spread.

Because the event sits within the wider Bilibili platform, one of China’s largest video communities, cosplay content, stage events, fan videos, and creator posts can continue generating views after the show ends. This allows offline activation to connect naturally with online traffic.

That makes Bilibili World especially valuable from a marketing perspective, since the event does not stop at the exhibition floor.

3. A highly targeted strategy

There was a period when uncertainty around China’s game license environment made large-scale exhibition participation less attractive for some brands. Even after licensing resumed, many companies continued to favor a more focused approach.

Instead of spending on broader expos, they chose to concentrate on younger users who are more likely to spend time with a game and respond actively to its content. That helps explain why titles such as KRAFTON’s upcoming releases or Pearl Abyss’ Crimson Desert have appeared at Bilibili World. The event offers direct contact with one of the youngest and most active gaming audiences in China.

For global game companies looking at China, Bilibili World has become a major event that is increasingly difficult to overlook.

Bilibili World by the Numbers

The impact of Bilibili World becomes even clearer through recent event figures. The speed of ticket sell-outs alone shows how strong the audience loyalty has become.

These figures suggest that Bilibili World works as more than an offline show. It also functions as a media platform that draws real-time reactions from online users across China.

Understanding the Audience

The main audience at Bilibili World is Gen Z, especially visitors in their late teens and early twenties. They account for a large share of the total audience.

For this group, games are not only a form of entertainment. They are also a cultural code through which identity, taste, and community are expressed. This is especially visible in audiences who are highly immersed in subculture IPs built around animation, characters, and worldbuilding.

At offline events, these visitors tend to place greater value on participation and ownership than on passive viewing alone.

Within this audience, visitors can be broadly divided into two groups: Hardcore Users and Casual Users. Each group responds to a different booth strategy and a different type of content structure.

✔️Hardcore Users

Hardcore users are the core target for fandom building.

They actively search for game information even before the event begins. This group is more likely to join cosplay activities, participate in closed beta opportunities, and engage with official communities or fan-created content. Limited-edition merchandise and first-reveal content shown on site also tend to generate a strong response.

These users are often willing to wait longer and go through more complex participation steps if the reward feels meaningful.

Most importantly, they act as organic brand ambassadors, extending the event’s reach long after the doors close. For that reason, booth design for this audience should focus less on general brand awareness and more on deeper IP immersion.

✔️Casual Users

Casual users are important for broadening booth traffic.

They are less tied to a single genre and more open to exploring a wider range of games and content. At events, they care more about fun and immediate participation than about deep familiarity with one IP.

This means they tend to respond better to intuitive interactions than to complicated experience structures. They also show higher participation in social sharing activities and short-form event missions.

When it comes to rewards, they usually prefer fast participation and immediate results rather than long wait times. For this audience, mini-games, random merchandise draws, and social sharing missions can play an important role in increasing booth traffic and building on-site buzz.

Hall and Booth Strategy

At Bilibili World, hall selection should be approached carefully. It is not only about booth size or visibility. It also involves hall character, neighboring brands, IP synergy, cosplay movement, and the structure of content spread within the venue.

For brands looking for deeper engagement with subculture fandom, Hall 2, Hall 3, and Hall 4 deserve close attention.

Bilibili World requires a different approach from more general game exhibitions. The following points should be considered together.

1. Hall position and audience density

Hall selection affects both traffic volume and audience fit. The goal is to choose a location where the surrounding visitors are more likely to match the game.

2. Adjacent IP synergy and cosplay flow

Nearby brands, neighboring IPs, and cosplay movement all influence the booth environment. These factors can shape how naturally visitors connect with the booth.

3. Content spread structure

At Bilibili World, booth planning is also linked to content spread. It is important to consider not only the booth itself, but also how the experience may continue through photos, videos, and fan sharing after the event.

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We have executed major on-site activations for top-tier subculture titles like NIKKE and Stellar Blade, building fandom-centered event structures and on-site viral strategies. Our strength lies not only in booth operations, but also in designing fandom engagement and content spread as part of one integrated strategy.

For game companies preparing for Bilibili World, this can include hall selection strategy, audience analysis, experience content planning, creator and cosplay operations, on-site content production, and online amplification planning. As the event continues to grow, early decisions about where to exhibit, which audience to target, and what kind of experience to build can have a major impact on performance.

FAQ for Bilibili World Exhibitors

Gamescom Booth Catering: Rules, Vendors, and Strategy

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At Gamescom, visitors make fast decisions about where to stop and how long to stay. Gamescom booth catering is one of the more underused tools exhibitors can use to influence both.

Food and beverages at a booth do more than support hospitality. In the right format, they can increase dwell time, create photo-ready moments, and add a stronger sensory layer to the brand experience. At the same time, F&B at Gamescom requires careful planning. Food safety compliance, vendor coordination, and booth flow all need to work together on site.

This guide covers what exhibitors can serve, which regulations apply, how external vendors work, and what makes a catering program worth running. If you’re still in the early stages of planning, our Gamescom 2026 exhibitor guide covers the full event overview.

What Counts as Catering at Gamescom

Exhibitors in the B2C hall can serve food and beverages at their booth. There is no blanket restriction on refreshments, but the format, compliance obligations, and operational setup all require advance planning.

Snacks, finger foods, branded drinks, and themed F&B tied to the game world are all viable options. Alcohol can also be served, but age verification requirements remain the responsibility of the exhibitor rather than the venue.

The strongest catering programs treat food and beverage as part of the IP experience, not just as an added hospitality service. A drink named after a character, a snack shaped around an in-game item, or packaging designed to match the booth aesthetic can all make the experience more memorable and more shareable.

EIDETIC ran catering operations for BMW’s Gamescom opening party in the entertainment area, designing a full-service F&B program that matched the event tone and met local compliance standards from the start.

Food Regulations for Exhibitors

Compliance responsibility sits with the exhibitor, not with Koelnmesse or the catering vendor. That makes pre-event review of menus, labels, and vendor credentials essential. For a broader look at booth rules, see our Gamescom 2026 booth application guide.

Working with External Catering Vendors

Gamescom has official catering partners for the venue, and Aramark is the primary operator for public food service areas across the halls. For many exhibitors, that serves as a practical starting point for booth catering.

External vendors outside the official network can also be used. Exhibitors may work with a local catering company or specialist provider, as long as the vendor meets German food safety standards and the exhibitor takes responsibility for compliance.

When selecting an external vendor, three points matter most:

• • Local experience: Vendors with German trade show experience are more likely to understand LMHV requirements, hold the right certifications, and work smoothly in a high-traffic hall environment.
• • Operational fit: Booth catering depends on more than the menu. Cold-chain handling, daily restocking, back-of-house storage, and service flow all need to support the activation.
• • Clear responsibility: Since compliance remains with the exhibitor, contracts should clearly define who handles allergen labeling, staff certification, and incident response.

For themed or IP-specific menus, it also helps to brief the vendor early and treat food and beverage planning as part of the creative process. The strongest Gamescom catering programs usually start with a clear understanding of the game world, the booth objective, and the on-site environment before the menu is finalized.

F&B as a Brand Experience Tool

At Gamescom, catering performs best when it is designed around timing, context, and booth flow rather than volume alone. The most effective booths treat F&B as a deliberate part of the activation, not as a last-minute add-on.

1. Plan Service Timing Carefully

Spreading F&B service across the full day often creates more effort than value. In most cases, a timing-based approach works better because it concentrates service around the moments that matter most:

• Right after the hall opens, when first-movers help shape the social tone of the day
• Before main programming or demo sessions begin
• During influencer and media visit windows
• At the natural visitor peak in the early afternoon

A limited-quantity format can also create visible interest and a stronger sense of timing. When handled well, it turns catering into a participation cue rather than a passive refreshment offer.

2. Build Menus for Social Visibility

A standard refreshment may serve a practical purpose, but an IP-based menu item is more likely to generate photos, sharing, and stronger brand recall.

Character-branded cups and straws, game item motif desserts, limited-edition packaged snacks, and menu items tied to a photo zone can all create moments worth sharing. In that context, catering functions as part of the content experience as well as the booth experience.

Overwatch’s Busan-concept free beverage program at Gamescom is a useful example. The drinks translated the in-game world into a physical, shareable format, and the booth gained visibility well beyond the immediate footprint of the activation.

3. Align F&B with Booth Flow

Where food is served matters as much as what is served. F&B placement should not block the demo queue or create congestion that works against the activation. The goal is to position catering so it connects naturally with the product experience zone and supports the intended booth journey.

In that context, catering works best when it supports dwell time and extends the booth journey rather than functioning as a separate food stop. When service is positioned at the end of a demo, tied to an event trigger, or integrated into a photo zone, it becomes part of the experience design.

EIDETIC’s work at Gamescom 2025, including MechaBreak and Kakao Games, applied this approach across booth experience strategy, service timing, and spatial flow. Each activation was planned as an integrated brief from the start.

FAQ for Gamescom Booth Catering

For global exhibitors, Gamescom catering works best when it is planned as part of the booth strategy from the beginning. Menu design, compliance review, service timing, and visitor flow all shape how the experience performs on site.

G-STAR 2026 Booth Application: Dates, Costs, Rules, and Tips

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For game companies planning to enter the Korean market, G-STAR remains one of the most important exhibition opportunities in Asia. As Korea’s leading game show, it brings together major publishers, industry professionals, media, and a large consumer audience in one place. For exhibitors, it is more than a booth opportunity. It is a platform to launch new IP, build visibility, create memorable fan experiences, and generate measurable marketing outcomes.

We supported NC, the main sponsor of G-STAR 2025, on the exhibition’s largest booth at 2,400㎡, while also leading integrated G-STAR marketing projects for major game brands. That experience shapes how we approach booth strategy, audience flow, on-site engagement, and performance-driven exhibition planning.

If you are starting your G-STAR 2026 booth application, preparation needs to begin earlier than many first-time exhibitors expect. Booth location, concept development, interactive content, event operations, merchandise, and compliance requirements all affect performance on-site.

This guide covers the key dates, booth costs, discounts, cancellation rules, exhibitor considerations, and planning points game companies should know before exhibiting at G-STAR 2026.

Why G-STAR Matters for Global Game Companies

G-STAR is one of the most important gaming exhibitions in Asia and a key platform for brands looking to build visibility in Korea. It brings together global publishers, industry professionals, media, creators, and a large public audience in one space.

For game companies, a G-STAR booth can serve several purposes at once:

• • Launch a new title or IP in Korea
• • Build fan engagement through demos and live experiences
• • Create social, PR, and community content
• • Support business meetings during the show
• • Turn offline attention into measurable brand impact

The strongest booths are not only visually striking. They are strategically designed to turn attention into participation, content generation, and long-term brand recall.

Key Dates for G-STAR 2026 Booth Application

Here are the key dates exhibitors should keep in mind for G-STAR 2026.

Category	Date
B2C	November 19–22, 2026
B2B	November 19–21, 2026
Early bird application	March 3, 2026 at 14:00 – April 30, 2026 at 17:00
General application	May 26, 2026 – July 31, 2026 at 16:00

*The early bird application period includes a 10% discount on booth fees.

*One important planning note: G-STAR is typically scheduled around Korea’s college entrance exam season, and visitor traffic often rises noticeably from the second day of the exhibition. For game companies targeting student and young adult audiences, that can be a strong reason to plan event timing, promotions, and audience engagement carefully.

How to Apply for a G-STAR 2026 Booth

The G-STAR 2026 booth application process is relatively simple at the organizer level.

The standard process is:

1. 1. Create an account on the official G-STAR website.
2. 2. Submit the exhibitor application online.
3. 3. Wait for organizer approval.
4. 4. Pay the participation fee according to the organizer’s instructions.

For most brands, the real work starts long before the form submission. Early planning affects booth location options, agency selection, design quality, influencer casting, and production readiness. If you are preparing vendor outreach, our guide on how to write an RFP for G-STAR booth design and production can help structure the process more clearly.

How Much Does a G-STAR Booth Cost?

The base participation fee starts at KRW 2,000,000 per independent booth unit, based on a 3m x 3m space, with applications available from two booths or more.

Base rate	KRW 2,000,000 per booth
Booth type	Independent booth
Booth size	3m x 3m
Minimum application	2 booths

This should be understood as the starting point rather than the full exhibition budget. Actual costs vary depending on booth scale, design complexity, fabrication, graphics, content production, staffing, giveaways, and on-site operations.

For many exhibitors, booth cost is not only about rental price. It is also about how effectively that investment turns into visibility, audience engagement, and post-event marketing value.

Available Discounts

G-STAR 2026 offers a layered discount structure, and eligible exhibitors may receive up to 30% off in total.

Eligibility	Benefit
Early bird application	10%
Participated in G-STAR within the past two years	Additional 10%
K-GAMES member or company in a government-approved association	Additional 10%

*Maximum total discount: Up to 30%
*Discount cap: Applicable to up to 50 booths

This structure makes early planning especially valuable for large exhibitors. Applying early can reduce costs while also improving the chances of securing a better booth position and a more organized preparation schedule.

What Happens If You Cancel?

Cancellation penalties depend on timing.

• ✔️Within 21 days after invoice issuance: full refund
• ✔️During the extended payment period or before booth layout disclosure: 50% of the participation fee
• ✔️After the extended payment period or after booth layout disclosure: 100% of the participation fee

Because organizer policies may change year to year, it is best to confirm the latest cancellation terms with the secretariat before publishing or finalizing decisions internally.

A Practical G-STAR 2026 Planning Roadmap

A successful G-STAR booth takes shape over several months, not just a few weeks before the show. In most cases, June to July is the time to define strategy, select partners, and plan booth experience. August to September should focus on design, content production, and event development, while October to November is when operations, promotion, and on-site readiness come together.

If your booth concept includes a major visual centerpiece, large-format object, or high-impact photo landmark, our guide to game exhibition hero installation may also be useful.

Can You Sell Merchandise at G-STAR?

Yes, merchandise sales are possible if the exhibitor receives prior approval.

If you plan to sell goods on-site, you must submit a sales plan within the required deadline. There are also important restrictions:

• ✔️products unrelated to the exhibition or the game title are not allowed
• ✔️food and beverage sales require separate local approvals and food-service registration where applicable

For many game brands, merchandise is not just an additional revenue stream. It is a tool for fan participation, queue management, and shareable brand memory. If you are exploring concept directions, our article on game booth ideas for successful gaming conventions offers useful inspiration for combining merchandise, interaction, and booth storytelling.

Is Catering Allowed at G-STAR?

Catering may be possible, but it requires advance discussion with the organizer and must comply with venue hygiene and safety rules.

• 1. no on-site cooking inside the exhibition hall
• 2. only pre-prepared food formats may be allowed
• 3. beverage service is limited and may require pre-prepared drinks in disposable cups

That means hospitality should be designed around compliance from the beginning, not added at the last minute.

Rules for Age-Rated Game Content

If your game is restricted for youth audiences, separate booth regulations apply.

These may include:

• • required age-rating signage near the booth entrance
• • restrictions on visibility from outside the booth
• • enclosed or screened demo areas for adult-rated content
• • mandatory ID checks for visitors entering or trying the content
• • age restrictions limiting participation to eligible adults only

For exhibitors, this is not a minor detail. Age-rating compliance affects space planning, queue design, staffing, and visitor flow. It should be integrated into the booth plan from the concept stage onward.

What Makes a G-STAR Booth Successful?

At G-STAR, booth performance is shaped by more than visual scale. Strong results usually come from how well strategy, design, operations, and content work together.

The most effective booths typically share a few characteristics:

• • Clear IP visibility from the aisle
• • Well-managed visitor flow and queue design
• • Interactive content that invites participation
• • Built-in opportunities for social sharing and PR coverage
• • Operational planning that supports both fan experience and staff efficiency

For more tactical ideas, you can also read our post on G-STAR Korea gaming expo booth design and operation tips.

How Eidetic Supports Game Brands at G-STAR

We have supported game brands at G-STAR through integrated planning, design, production, and on-site execution. Our recent work includes NC’s 2,400㎡ booth at G-STAR 2025 and multi-year G-STAR marketing support for Webzen.

What makes this model effective is continuity. The people involved in the proposal and planning stages remain connected to the project through booth design, fabrication supervision, graphic quality control, and live operations. That helps preserve the original strategy all the way through execution.

For exhibition projects, that continuity matters. When decision-making is fragmented across too many external partners, timelines slow down and the original intent often weakens. An in-house system makes it easier to respond quickly, maintain creative consistency, and solve problems in real time on-site.

Frequently Asked Questions: G-STAR Korea 2026