Even the gloomy weather couldn’t stop the wave of fans making their way to this year’s HoYoFEST at the SMX Convention Center Manila. From the moment I arrived, the difference from past events was immediately clear. No longer squeezed into tight mall atriums or food courts, this year’s celebration unfolded inside a full-blown convention hall — and it made all the difference.
Why it matters: With growing fandoms from games like Genshin Impact, Zenless Zone Zero, and Honkai Star Rail, shifting to a proper convention venue signals HoYoverse’s recognition of its massive Filipino fanbase. The move to SMX gave attendees more room to breathe, explore, and connect without the usual bottlenecks.
Despite the downpour, the turnout was overwhelming. Queues wrapped around the building and extended to the sides of the venue. Fans, many in costume or waving lightsticks, waited patiently for their turn to enter. If anything, the bad weather only made the crowd more impressive. Umbrellas and hoodies couldn’t hide the excitement.
Inside, the floor was divided into interactive zones based on HoYoverse’s most popular titles. From the elemental wonders of Genshin Impact to the stylish cyberpunk of Zenless Zone Zero, every booth was decked with game-themed displays, character cutouts, and activity counters. Tears of Themis and Honkai Impact 3rd also had dedicated spaces, though admittedly smaller in scale.
The main merchandise area drew some of the longest lines. Here, official items like plushies, acrylic stands, and character-themed gear flew off the shelves. Those who managed to grab limited drops early were visibly triumphant, often posing for photos with their loot. For many, it wasn’t just about shopping as it was about bringing a piece of the virtual world home.
One section I found especially engaging was the audience participation space. Players were invited to step up and showcase their in-game skills in real-time boss fights and instance challenges. The crowd reactions were immediate, with cheers and gasps as players either cleared tough stages or struggled against powerful enemies. For newcomers or curious onlookers, demo units were available to try out the games, all running on ASUS ROG devices, including ROG laptops, Zephyrus tablets, and even the ROG Ally handheld.
It was easy to lose track of time. Between hunting down booth activities for collectible stamps, lining up for photos, and watching spontaneous performances, the hours passed quickly. It felt like a shared escape, where people could drop the usual social rules and just be fans together.
This year’s HoYoFEST wraps up tomorrow, Sunday, July 27, so there’s still one more day left to dive into the experience. Whether you’re a diehard fan or someone just starting out in the HoYoverse, the convention space, activities, and community vibes make it worth the trip.
So, umbrella in one hand and event passport in the other — are you heading to HoYoFEST before it ends?
