dsand is a hand-drawn animation creator based in South Korea, with 63.2k followers on TikTok. Inspired by the idea that “ghost" is a homonym for "girl", he creates the "My Ghost Friend" animation series, which skillfully fabricates romantic stories using horror elements. The series is quite unique and impressive， therefore becoming very popular among the GenZ.

With the release of 3.1 update and an additional map area of Sumeru, dsand collaborated with Genshin Impact and created a short video that went viral immediately: the number of total views is 6 times more than that of his fan base. Dsand drew typical items in Genshin Impact in a very cute visual style, for example, the archery. Some frequently seen scenes of the game are represented in subtle detail. Through an elaborately designed plot, the story broke the stereotype of the male as "a game master", in the end, the ghost girl was far more talented and skilled in playing this game than her boyfriend. which makes the video more attractive to potential female gamers. Also, the viewers who are not the segmented audience can also easily get attracted to the video. More than 4 million viewers have watched this cute animation engaging a large number of viewers to participate in discussion through the official TikTok tag #endlessjourney.

The case gained strong exposure and growing downloads for the game, with over 4 M views and 401.6k+ likes which drove brand awareness and preference at scale.