As Mihoyo enters a steadier phase of long-term operations for Genshin Impact, one of the project’s most visible figures, Xie Qiliang, is stepping away. Xie recently announced internally that he is leaving the company for personal reasons and future career plans.
When contacted by 36Kr, Mihoyo confirmed the development, saying Xie had resigned due to personal considerations and career planning. The company expressed appreciation for his six years of contribution and wished him well in his next chapter.
Xie previously worked at NetEase, where he led marketing for Identity V. He joined Mihoyo in early 2020 to oversee domestic marketing, just as Genshin Impact was approaching its open beta and the company was rapidly expanding its team.
Since its 2020 launch, Genshin Impact has produced a series of notable marketing campaigns, including its collaboration with KFC at stores across China and Japan. The in-game opera sequence “The Divine Damsel of Devastation” also went viral and created an opportunity for Mihoyo to collaborate with the Sanxingdui Museum on content that highlighted Chinese cultural heritage. Genshin FES drew attention last year as well with coverage from People’s Daily. The franchise has since appeared across nearly every lifestyle-related category.
Xie also served as a producer for Genshin Impact’s animation projects.
His exit may signal that Genshin Impact is entering a new phase of long-term operation. Over the past two years, the title has generated less buzz than in its earlier peak, and the project team has kept a lower profile. Its long-term marketing strategy has also shifted. Still, with the departures of veteran figures like Chen Zhiyi and now Xie, the game may feel the ripple effects to some degree in the period ahead.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Guo Fu for 36Kr.