Leading global Chinese jewellery house Chow Tai Fook announces its collaboration with Mobile Legends: Bang Bang (MLBB) for the 2026 ALLSTAR campaign. The partnership marks Chow Tai Fook's global collaboration with the gaming title, bringing together contemporary digital culture and the brand’s legacy of jewellery craftsmanship.
As part of the campaign, gold merchandise from Chow Tai Fook will be introduced as exclusive rewards within the MLBB ALLSTAR experience. Designed to bridge virtual engagement with tangible artistry, the collaboration reflects Chow Tai Fook's continued commitment to innovation while connecting with a new generation of digitally native audiences.
Running from 30 April to 28 June 2026, the 2026 ALLSTAR campaign features an immersive deepsea themed experience within the game. Players can participate in specially designed ingame activities to unlock opportunities to receive Chow Tai Fook gold merchandise, seamlessly integrated into the event's overarching narrative.
Translating Craftsmanship into the Digital Landscape
Chow Tai Fook continues to pursue meaningful ways to remain culturally relevant while staying true to its heritage of craftsmanship and design excellence. The collaboration with MLBB reflects the brand's commitment to engaging new audiences through contemporary platforms, translating its values into an experience that resonates within today's digital landscape.
Terry Zhang, Head of Global Publishing at MOONTON Games, said: "We're excited to collaborate with Chow Tai Fook on a partnership that aligns closely with our campaign vision. 2026 ALLSTAR's deep sea setting and the gold giveaway concept complement each other naturally, which allows the brand to be naturally integrated into the gameplay experience. This alignment is at the core of how we design each campaign, where partners are embedded within the overarching theme and their presence emerges organically within the gameplay narrative."
Iconic-inspired Pieces from the Collection
Mythic Necklace (left) and limited-edition Yu Zhong Dragon Gold Charm (right)
The MLBB 2026 ALLSTAR Collection presents collectible gold pieces that transform iconic in‑game symbols into wearable art. Inspired from the game's highest ranked Mythic tier, the Mythic Necklace features finely crafted detailing in gold that brings the Mythic emblem to life, paired with black agate beads known for their protective, grounding qualities and calming energy. Its reverse side is etched with the MLBB logo for a subtle brand signature.
The collection also introduces the Yu Zhong Dragon Gold Charm, a limited edition piece inspired by Yu Zhong's powerful dragon form and crafted as an ultra exclusive release of just 100 pieces, finished with the ALLSTAR event logo on the reverse.
Terry added: "As we approach this decade milestone, MLBB continues to extend the player journey beyond the screen with each campaign we design, bringing in-game experiences to life. As our community grows, we remain focused on building meaningful collaborations with partners like Chow Tai Fook, and creating opportunities for brands to deliver value and connect with our global player base."
Together, these products offer a glimpse into the collection's overall vision – merging MLBB's most prestigious symbols with fine craftsmanship.
Discover more pieces from the collection at selected Chow Tai Fook stores across Singapore and Malaysia.
Launched in 2016 by international video game company MOONTON Games, MLBB enters its 10th anniversary this year as a global gaming phenomenon. Over the past decade, the title has commanded a worldwide playerbase of over 1.5 billion installations and 110 million Monthly Active Users (MAU). Its nine-year-long esports ecosystem has earned the distinction of the world's most popular mobile esports title from Esports Charts every year since 2021.
