From Virtual to Real: Zenless Zone Zero’s Breakout Characters and Marketing

Since its global launch in June 2024, Zenless Zone Zero has taken the world by storm with its distinctive cyberpunk universe and highly flexible combat system. The game’s character designs have not only become a central focus of player discussions but have also forged a cultural bridge connecting the virtual world to real-life experiences through deeply integrated offline campaigns. From the explosive popularity of legacy characters during the initial release, to the viral spread of Jane Doe cosplay, and culminating in the 2025 collaboration with Cha Bai Dao that triggered a buying frenzy—this character-driven phenomenon stems from the development team’s precise calibration of gameplay value, meta adaptability, and emotional resonance, ultimately reflecting the seamless integration of game IP with real-world consumer ecosystems.

1. Popular Character in Zenless Zone Zero

Nicole Demara

Nicole is a highly distinctive character in Zenless Zone Zero, designed with striking visual contrasts: beneath her pink short hair and sweet appearance lies a shrewd and street-smart leader—polished and cunning, yet inherently kind-hearted. As the founder of the “Cunning Hares,” she navigates both lawful and unlawful circles with her ” Even more cunning than a hare” survival philosophy. The contradiction between her constant financial struggles and her generous, principled generosity makes her feel authentic and vividly alive.

Jane Doe

Jane Doe is one of the most mysterious characters in Zenless Zone Zero, her design rich with layers of disguise and narrative tension. She claims to be a “Cat Thiren,” though she may in fact be a “Rat Thiren,” living under multiple identities, names, and even genders. This deliberate ambiguity blurs her faction alignment and amplifies her enigmatic aura.

Visually, Jane’s design—featuring asymmetrical stockings and high-waisted shorts—balances fashion with precision, while her fluid motion is enhanced through elastic animation techniques, adding to her allure. Her distinct look has sparked a cosplay craze, with Zenless Zone Zero Cosplay Costume inspired by her becoming a favorite among Proxies.

Personality-wise, Jane blends the sly charm of a “bad woman” archetype with moments of fragile sincerity. The exhaustion revealed in her Trust missions adds emotional depth, making her feel strikingly real. In combat, her skill mechanics focus on quick swaps and crowd control, with a beginner-friendly exclusive W-Engine that’s easy to adapt. Her well-designed mechanics ensure lasting value across updates, securing her place as a character who embodies both allure and practicality.

Hoshimi Miyabi

Hoshimi Miyabi, the Chief of Hollow Special Operations Section 6, hails from a prestigious martial family in New Eridu. Trained in the art of combat since childhood, she bears the heavy responsibility of maintaining order and responding to disasters, dedicating herself to building a stable and well-structured city system. To players, she stands as a true symbol of justice.

Her visual design blends traditional elegance with modern functionality. She dons a sleek techwear-style bodysuit accented with translucent materials, flowing ribbons, skirt details, and metallic components. Her weapon, the Ethereal Slayer: Tailess Blade, resonates with her Frostfire attribute, enhancing her distinct sci-fi appeal.

Miyabi’s combat style revolves around the Frostfire element, allowing her to freeze enemies while balancing offense and support. Her basic attacks are fluid and precise, while her special skill enables rapid dashes and swift strikes. She can also provide buffs to her allies, making her an indispensable member of any team.

Zenless Zone Zero’s Offline Collaboration Breaks Through Cultural Boundaries

In July 2024, Zenless Zone Zero made its global offline debut on Shanghai’s Nanjing Road Pedestrian Street, with dual venues set up at the New World DaiMaru Department Store and the Bund Tourism Service Center. The New World DaiMaru location drew inspiration from the game’s “contemporary urban themes,” recreating the trendy aesthetics of “Sixth Street” through massive Bumble statue and CRT television installations. Meanwhile, the Bund’s sunken plaza featured an interactive light projection wall, allowing players to trigger holographic character displays and immerse themselves in the game’s universe.

The event attracted a significant number of travelers who made special trips to participate. Many attendees wore Zenless Zone Zero T-shirts and brought game merchandise, further deepening the integration of offline culture and gaming ambiance. According to statistics, foot traffic on Nanjing Road Pedestrian Street increased by 37% year-on-year during the event, while surrounding businesses saw a 22% rise in sales.

In December 2024, Zenless Zone Zero partnered with McDonald’s to pioneer a brand-new model of “game mission–driven offline consumption.” Players could earn McDonald’s discount coupons by completing limited-time in-game missions, while reaching a certain spending amount in-store allowed them to redeem exclusive in-game items.

This innovative virtual-to-reality closed-loop design significantly boosted engagement for both brands. During the event, McDonald’s app daily active users increased by 40%, and some stores saw their daily order volume triple compared to normal levels.

Moreover, McDonald’s transformed several locations nationwide into “New Eridu–themed stores,” featuring Bangboo cosplay photo zones and AR interactive gaming screens. Players could even trigger hidden story missions on-site, creating a truly immersive and interactive experience.

Through collaborations with brands such as McDonald’s and Chapanda, Zenless Zone Zero has skillfully leveraged a “co-created social media campaign” strategy to achieve two-way traffic growth.

Take the “Bangboo Combo Meal” as an example: both official accounts released joint promotional posters simultaneously, and users could unlock the in-game item “Hollow Disaster Emergency Pack” by following the partnered accounts with a single click. During the campaign, McDonald’s official Weibo gained 220,000 new followers, while the game’s official account saw over 800,000 additional interactions, forming a healthy closed loop between brand, players, and the game.

Notably, Chapanda introduced a “Seed·Orphie” themed combo, cleverly pairing character abilities with drink flavors. Players who ordered the “Orphie Special Blend” received an in-game Cryo attack boost. This kind of “functional integration” elevated the collaboration beyond a surface-level co-branding, evolving it into a deeply immersive experiential partnership that further expanded the boundaries of the IP’s value.