Prof. LAU Kung Wong, NickNickProf. LAU Kung Wong2026-09-162026-09-162026Journal of Games, Game Art, and Gamification, 2026, vol. 11(2), pp. 1-9.2548-480Xhttp://hdl.handle.net/20.500.11861/29580Open access<jats:p>Digital games have emerged as a significant platform for digital communication, extending beyond entertainment to include in-game advertising, brand communication, and cultural promotion. In recent years, the integration of gaming and tourism has created new opportunities for cultural and heritage tourism marketing, enabling destinations to reach global audiences through immersive digital experiences. This study employs the Chinese action role-playing game Black Myth: Wukong as a case study to examine the potential of In-game Cultural Communication (ICC). Specifically, the research investigates three key dimensions: (1) the revitalization and reinterpretation of traditional mythological characters, (2) the use of digital games as a medium for cultural communication and tourism promotion, and (3) the enhancement of cultural awareness and understanding among non-Chinese gamers. An exploratory qualitative research design was adopted, with data collected through a focus group comprising non-Chinese players familiar with the game. The findings indicate that the incorporation of Chinese mythology and cultural narratives contributes significantly to ICC by increasing players’ interest in Chinese culture and heritage. Furthermore, participants reported a greater awareness of cultural landmarks and traditions represented in the game, suggesting strong potential for promoting digital tourism experiences. The study highlights how games can serve as effective tools for cross-cultural communication, cultural preservation, and tourism marketing in an increasingly digital society.</jats:p>enDigital GamesConsumer AwarenessGamificationCultural CommunicationDigital TourismPeer Reviewed Journal Article10.21512/jggag.v11i2.13852