HoYoFest 2025 in Manila: A Rain-Soaked Revelry of Fandom and Fantasy

Even a torrential downpour on the final day couldn’t douse the fervor at HoYoFest 2025 in Manila. Thousands of gamers and anime fans flocked to the SMX Convention Center from July 24–27, turning it into a vibrant haven of HoYoverse fandom.

As an attendee with a media pass, I witnessed firsthand how this four-day festival, now on its fifth year – evolved into its biggest edition yet. Gone were the cramped mall atriums of past events; in their place stood a full-blown convention hall bustling with energy. By the last day on July 27, massive crowds had gathered despite inclement weather, proving nothing would keep Filipino fans from celebrating the games they love.

Cosplay, Competition, and Community

HoYoFest 2025 saved some of its most exhilarating moments for the final day. The Stage Segment emerged as a major highlight, a live showcase where local cosplayers, fan performers, and artists strutted their stuff. Rousing cheers filled the packed hall as attendees in elaborate costumes transformed into beloved characters from Genshin Impact, Honkai: Star Rail, and more. One group dressed as Genshin’s villainous Fatui Harbingers (led by a show-stopping Pierro “The Jester”) drew particular applause, embodying the creative passion on display. On stage, fans also competed in game challenges and tournaments; by day’s end, winners of events like the Imaginarium Theater boss fight contest were triumphantly crowned. The sense of camaraderie peaked during the closing program, with the crowd chanting game songs and sharing one last collective hype moment before the curtains fell.

Equally heartwarming were the spontaneous community interactions. Throughout Day 4, strangers-turned-friends roamed the venue together, swapping stories of gacha luck and favorite characters. Social media was abuzz, attendees were posting selfies with cosplayers, snapshots of their loot hauls, and heartfelt messages about newfound friendships. “Had so much fun hanging out with fellow cosplayers – the vibe was super amazing,” one fan shared on Instagram, encapsulating the event’s communal spirit. Indeed, being there felt “like a shared escape, where people could drop the usual social rules and just be fans together”. From group photos at the photobooths to impromptu sing-alongs of game soundtracks, the final day was less a goodbye and more a celebration of a community that had found its home.

Cosplay and Creativity Take Center Stage

If HoYoFest is a carnival, then cosplayers are its most dazzling performers. This year, HoYoverse invited fans to literally step into their favorite characters’ shoes, and fans delivered in style. Dozens of cosplayers paraded across the stage and show floor, representing heroes and villains from every HoYoverse title. Genshin Impact remained the dominant inspiration, one could spot multiple Archons and Travelers at any turn, from a meticulous Zhongli complete with his stone pillar to a cheerful group of Anemo-inspired bards. Notably, popular Filipina cosplayer Myrtle Sarrosa graced the event, debuting a stunning cosplay of Ineffa, an upcoming Electro character in Genshin, giving fans a thrilling first glimpse of a hero not yet in the game. Her appearance drew huge crowds and set social media aflutter, underlining how HoYoFest bridges official game content with fan creativity.

The cosplay contest (and showcase) proved to be one of the weekend’s most anticipated events. Contestants brought impressive craftsmanship: ornate props, hand-crafted armor, and wigs styled to perfection. Judges and attendees alike were wowed by the level of detail; even casual visitors found themselves asking for photos with cosplayers who looked straight out of Teyvat or the Astral Express. Beyond individual costumes, group cosplays were a hit, for example, a Zenless Zone Zero squad synchronized their outfits and poses, shining a spotlight on HoYoverse’s newer title. The reception was overwhelmingly positive, with roars of approval for each contestant. By the end, winners walked away with prizes (and bragging rights), but arguably every cosplayer won the crowd’s hearts. HoYoFest’s stage gave these fans-turned-performers a moment to shine, and they embodied the creativity and passion that define the HoYoverse community.

Merchandise Madness and Booth Attractions

Fans line up at the Genshin Impact booth inside HoYoFest 2025 Manila, eagerly interacting with displays and collecting exclusive merchandise. Organizers noted that official merch – like plushies, figurines, and character-themed gear – were among the biggest draws, with lines forming early each day. Visible in their hands are HoYoFest shopping bags, a common sight as attendees snapped up souvenirs and freebies to “bring a piece of the virtual world home”.

One does not simply walk into HoYoFest without encountering a queue, and most of them converged at the merchandise area. The main merch store consistently drew the longest lines, as fans clamored for limited-edition loot. Official HoYoverse merchandise ranged from adorable chibi plushies and acrylic standees to apparel and weapon replicas. Many items flew off shelves within hours; those who snagged the day’s limited drops were “visibly triumphant, often posing for photos with their loot”. Organizers were well-prepared for the frenzy. They implemented a ticketing system with tiered passes, including a Fast Pass that granted early entry and priority booth access. Security and staff managed crowd flow diligently, the HoYoverse team took extra care to organize the merch queue, a welcome improvement from past years’ chaos. Thanks to these efforts, many fans reported a surprisingly smooth shopping experience (at least, as smooth as a gacha-game merch line can be).

But HoYoFest wasn’t just about buying official goods; it was an interactive playground for fans. The convention floor was divided into eye-catching themed zones for each game. At the Genshin Impact booth, for instance, attendees posed with life-size character standees and scenic backdrops of Teyvat. Next door, the Zenless Zone Zero area oozed cyberpunk vibes, and Honkai: Star Rail set up a mini cosmos train station – all perfect for selfies and immersion. Each booth featured mini-games and challenges tied to its title. With an event passport in hand, fans undertook quests like time-trial combats or puzzle mini-games; completing these earned them stamps and small freebies. This gamified approach kept fans engaged: by hunting down booth activities and earning stamps, “the hours passed quickly” on the show floor.

One corner that especially delighted attendees was the new Artist Alley, a first for HoYoFest in the Philippines. Here, local fan-artists sold their creations, from stickers and keychains to posters and plush dolls, all inspired by HoYoverse worlds. Strolling through Artist Alley felt like diving into a treasure trove of fan creativity. Some unique finds became talk of the event: for example, one booth offered custom character-inspired perfumes – a scent for every vision, literally, letting fans “bottle” the essence of their favorite characters. Another artist sold handmade keychains of Zenless Zone Zero characters, capitalizing on hype for the upcoming game. The presence of Artist Alley was more than just commercial; it was symbolic. HoYoverse’s decision to allow fan-made merch at its official event (unprecedented for a gaming company in SEA) signaled a supportive embrace of fan creators. As organizers noted, this initiative not only supports local creatives but also “fosters deeper engagement within the fan community”, truly a win-win.

To summarize the key attractions that kept fans busy (and happy) at HoYoFest 2025 Manila:

Each of these elements added a layer to the multifaceted HoYoFest experience, ensuring there was never a dull moment whether you were a hardcore grinder or a casual fan tagging along for the spectacle.

Fandom, Culture, and Community

Beyond the merch and cosplay, HoYoFest 2025 showcased the cultural impact of HoYoverse’s games in the Philippines. This event wasn’t an isolated gathering, it was part of a Southeast Asian-wide celebration held simultaneously in six countries (Philippines, Indonesia, Malaysia, Singapore, Thailand, Vietnam). The Manila leg’s overwhelming success is a testament to the massive Filipino fanbase that HoYoverse has cultivated. Game developer miHoYo (HoYoverse) clearly recognized this, upgrading the venue to SMX Convention Center’s expansive halls and investing in a more robust program. The result? A convention experience on par with major pop-culture expos, but focused entirely on their game worlds. For Filipinos, whose love for anime, cosplay, and RPGs runs deep, HoYoFest has become a new tradition, a yearly pilgrimage for gamers to unite under one roof and speak the common language of Genshin quests and Honkai pulls.

The event’s influence extends into the broader community as well. HoYoFest has helped blur the lines between gaming and mainstream culture in the Philippines. Sponsors like Visa, Asus, and Secret Lab signed on this year, indicating how a gacha game gathering now attracts corporate partners and media attention. Families were spotted attending together, and there was a noticeable mix of demographics: college students, young professionals, even parents chaperoning cosplaying teens. The shared enthusiasm bridged generation gaps. Educational institutions and local businesses have also begun acknowledging the power of these fan communities – for instance, nearby cafés ran HoYoFest tie-in promotions, and universities with game development courses sent observers to study this fan phenomenon in action. In essence, HoYoFest is more than a marketing event; it’s a cultural happening. It galvanizes local talent (artists, performers, content creators) and reinforces how vibrant the gaming community is in the Philippines. As one organizer aptly put it, HoYoFest is “the gathering for HoYoverse fans to come together, connect, and celebrate their shared love for gaming and creativity” – a mission it clearly accomplished.

Pulling off an event of this scale is no easy feat, and overall HoYoFest 2025 Manila earned high marks from attendees. The move to a larger venue was widely praised for alleviating the suffocating crowds of previous years. Attendees could actually roam freely between booths without the usual bottlenecks, and ventilation and facilities at SMX were far superior to prior mall setups. The introduction of ticketed entry (₱300 for a day pass, ₱1000 for a fast pass) was initially met with some skepticism, but it ultimately helped control the crowd size and provided extra perks to those willing to invest in the experience. Many fans noted that this paid model, while a departure from the free-for-all of past HoYoFests, resulted in a more organized and comfortable event. “The merch line was more organized and no one complained about the event area itself,” one Facebook user observed, reflecting a common sentiment that logistics had improved dramatically.

That’s not to say everything was perfect. Long queues remained an inevitable reality – a testament to the community’s sheer enthusiasm, but also a challenge for organizers. On Day 1, lines reportedly wrapped around the building, with fans queuing for hours even in heavy rain. Umbrellas and hoodies couldn’t hide the excitement, but some attendees understandably wished for better sheltered waiting areas or a more efficient entry system. The weather also caused minor hiccups like puddles at the entrance, though staff did their best to mop frequently and ensure safety. Inside the hall, the merchandise checkout process occasionally bottlenecked at peak times. While the team managed queues well, the high demand meant certain items ran out quickly, leaving a few latecomers disappointed (some popular items were capped per person to mitigate hoarding). Additionally, a handful of fans on social media expressed a desire for more on-stage content, e.g. Q&A panels with game developers or voice actors – as the stage was mostly fan-driven. This feedback suggests that as HoYoFest grows, fans crave not just community content but also direct engagement with HoYoverse’s creators or insiders.

The good news is that the organizers showed adaptability and willingness to improve. From last year’s criticisms to this year’s smoother ride, one can tell they took notes. The presence of clear signages, ample marshals, medical aid stations, and even a designated rest corner for tired attendees did not go unnoticed. These might seem like small details, but they significantly improved the venue experience. Moving forward, HoYoverse might consider implementing timed entry slots or expanding to a multi-hall setup to further diffuse the crowds, a “good problem” given the surging popularity. Overall, the logistical critiques were relatively minor in the face of overwhelmingly positive feedback. HoYoFest 2025 managed to strike a fine balance between fan-driven chaos and organized fun, leaving attendees largely satisfied and eager for more.

Conclusion: Beyond the Hype!

As the lights dimmed on HoYoFest 2025’s final evening, I found myself lingering in the afterglow of an event that was equal parts convention, concert, and community reunion. Around me, fans were humming the tunes of Genshin Impact’s soundtrack, comparing their haul of merch and freebies, and already reminiscing about the weekend’s highlights. In the span of four days, the SMX Convention Center had been transformed into a gateway to Teyvat, Belobog, and beyond, a place where fantasy felt tangible. More importantly, it became a meeting ground for people who, despite diverse backgrounds, shared an unabashed passion for these virtual worlds. Not even the fiercest monsoon rains could wash away that enthusiasm; if anything, it only made the community’s warmth shine brighter.

HoYoFest 2025 in Manila will be remembered not just for its impressive stats or exclusive merch, but for the stories and connections it nurtured. A generation of Filipino gamers and creators has claimed this event as their own, a safe space to geek out, dress up, and celebrate creativity without judgment. The cultural ripple effect is clear: young artists are inspired to create, friend groups are forged in cosplay meet-ups, and even parents gain a newfound appreciation for the art and effort behind their kids’ gaming hobbies. As I exited the venue with a head full of memories (and a bag full of merchandise), one thought comforted me: the HoYoverse fandom in the Philippines is alive and flourishing, with its heart beating stronger each year. This article may conclude here, but the narrative of HoYoFest will continue, in shared photos, in online forums, and in the excited planning for HoYoFest 2026. In the end, what transpired was more than an event; it was a testament to the power of fan culture, proving that when you mix rain with a bit of anime-gaming magic, you get pure, unbridled joy. HoYoFest 2025 has set a new bar, and as fans we’re already counting the days until we can do it all again.