Pizza Hut turns Excalibur into a pizza for new Fate/GO collaboration
Pizza Hut has officially unveiled the details of an exciting new collaboration project with the mobile game “Fate/Grand Order” (FGO).
This partnership will see a special collaboration menu and various in-store campaigns launched across all Pizza Hut locations in China.
“Fate/Grand Order,” developed by Lasengle (formerly Delightworks) and published by Aniplex, is a free-to-play Japanese gacha mobile game that premiered in 2015.
It is based on Type-Moon’s “Fate” franchise, known for its intricate storylines involving historical, mythological, and literary figures summoned as powerful “Servants” to battle enemies.
This collaboration with Pizza Hut China is notably timed to celebrate the ninth anniversary of “Fate/Grand Order” in the Chinese market.
Reservations for the special collaboration menu are set to begin on August 4th, with the full collaboration running in all Pizza Hut stores across China from August 7th to August 20th.
One of the most anticipated and unique dishes from this collaboration is the “Promised Victory Sword Curry Pizza.”
This curry-flavored pizza is directly inspired by “Excalibur,” the Noble Phantasm of Saber, one of the most iconic Servants in the “Fate” series, particularly Artoria Pendragon (King Arthur).
The pizza is also said to incorporate Japanese curry cheese, adding an authentic flavor twist.
The decision to transform Excalibur into a curry pizza stems from a curious linguistic phenomenon within the Chinese “Fate” fan community.
Excalibur is often colloquially referred to as “curry stick” (咖喱棒, pronounced “gālíbàng”).
This arises because the pronunciation of “Calibur” in Chinese sounds remarkably similar to “gālíbàng,” which literally translates to “curry stick.”
This linguistic quirk has been embraced by the collaboration, turning an inside joke into an unusually flavoured pizza.
The collaboration project will also feature several in-store campaigns designed to engage fans.
A particularly interactive event is the “Curry Stick ‘Oath’ Challenge.”
Participants can receive exclusive merchandise by holding any sword or stick-shaped object and, with a dramatic flair, shouting “Excalibur!” to a store employee.
In addition to these interactive elements, Pizza Hut will offer a variety of exclusive “Fate/Grand Order” merchandise.
This includes soft toys, a specially designed Excalibur umbrella, miniature figures, desk mats and acrylic stands.
The growing popularity of Japanese pop culture, and in particular games and anime series, in China is leading to more collaborations like this one between Fate/Grand Order and Pizza Hut.
Earlier this year, KFC Hong Kong collaborated with Gundam Wing and made a range of exclusive Endless Waltz-themed merchandise available in their stores.
Source: Official Weibo Account
© Pizza Hut, Typemoon
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