BODY: Teyvat's flavors are coming to a freezer near you. HoYoverse's globe-spanning open-world RPG Genshin Impact has joined forces with B-R 31 Ice Cream—Japan's beloved "Thirty-One," better known abroad as Baskin-Robbins—for a limited-time collaboration that kicks off today, September 8.
The catch: the collab items are available exclusively through Baskin-Robbins Japan's mobile-order system, and only until October 6. Rather than lining up at the counter, fans will need to place their orders through the app, a fitting twist for a game whose entire audience already lives on their phones.
The tie-up bundles Genshin Impact's signature ice-cream offerings with original goods and character artwork, giving Travelers a real-world excuse to indulge. For a franchise that has turned its cast of Mondstadt, Liyue, and beyond into merchandising juggernauts, an ice-cream crossover is a natural fit—especially in Japan, where anime-game food collaborations have become a seasonal ritual.
By funneling everything through mobile order, the two companies are also nudging customers toward a purchase channel that reduces in-store congestion while capturing valuable app engagement data—a savvy move heading into autumn.
The insider take
From Tokyo, this collab reads as textbook HoYoverse localization strategy. Baskin-Robbins isn't just any ice-cream chain here; "31" is a fixture of Japanese childhood, its pink-and-brown branding instantly nostalgic across generations. Pairing that warmth with Genshin's gacha-driven fanbase is a masterstroke of cross-demographic appeal. The mobile-order-only structure is telling, too—Japanese IP collabs increasingly gate exclusives behind apps to manage the crush of super-fans who would otherwise swamp physical stores on day one. Expect scalper listings and sold-out flavors within days; that scarcity is the point, not a bug.
Originally reported by GAME Watch (Japanese).