A sizzling summer begins with 12BET Malaysia as a quiet June afternoon at a Dukhu Chicken restaurant suddenly changed the moment the door swung open. What seemed like an ordinary visit quickly turned out to be the mission site for City Hunters, a live reality challenge program exclusively supported by 12BET Malaysia and Shumen Mobile. The tension was immediate because only one hunter among the contestants could complete all five mission stages and earn the right to share half of the on-site prize. With so much riding on every task, even the smallest mistake could make the difference between success and elimination.
The nationwide chicken festival was launched to celebrate the new Tianxia No. 1 City update for Shumen Mobile. Anyone could participate by visiting the official event page, where a variety of rewards and promotional benefits were available. Once inside the chicken restaurant, the stylish male and female contestants hurried around searching for the ingredients they needed to complete their assigned missions. Dukhu Chicken, well known for its crispy fried chicken, provided an ideal setting for the challenge and turned an everyday dining space into something that felt much closer to a real adventure stage.
Contestants began selecting items from a Shumen Crusade supply-themed menu that included chicken burgers, crispy hot drumettes, magic chicken nuggets, and spicy wings. However, nerves often got the better of them, and several participants accidentally left out important ingredients. Forgetting a drumstick or overlooking a wing happened more often than anyone expected, proving that it is easier said than done when the clock is ticking. Meanwhile, Dukhu Chicken locations in Chengdu, Shenzhen, and Shanghai had recently received Shumen-inspired makeovers, transforming them into themed areas known as Blood God Mansion, Azure Dragon City, and White Tiger City. In this way, the virtual battlefield appeared to spill directly into the real world.
Inside these themed restaurants, mysterious City Hunters NPCs appeared unexpectedly, much like characters from the game, launching surprise activities that required visitors to solve missions through special chicken menus. The themed dishes sold out in the blink of an eye, and the atmosphere quickly turned into a full-scale real-world chicken battle. Fans following the action through 12BET Malaysia, along with viewers watching the live broadcast, were kept on the edge of their seats as they hoped the hunter they supported would successfully clear each challenge. Every missed ingredient, sudden NPC appearance, and last-minute decision added another layer of suspense to the event.
The experience was designed to be more than a standard promotional campaign. By recreating familiar game elements inside actual restaurants, the organizers gave participants a chance to interact with the Shumen Mobile world beyond the screen. Successful contestants received instant rewards after completing missions, while customers and passersby added to the excitement by taking photos with their chicken meals and sharing them across social media. The result was a lively mixture of food, entertainment, mobile gaming culture, and real-world participation that made the event feel more like a summer festival than a conventional product launch.
For users connected through 12BET Malaysia, the campaign also provided a fresh way to experience a familiar mobile title through physical locations and live challenges. The restaurant transformations, special menus, and interactive NPC missions helped create a sense of immersion, while the nationwide format allowed fans in several major cities to take part in the excitement. Rather than simply watching from the sidelines, participants could become part of the story, compete in themed challenges, collect rewards, and share their experiences with others online.
At the center of this summer spectacle, 12BET Malaysia and Shumen Mobile have brought together live entertainment, themed dining, social interaction, and game-inspired missions in one large-scale offline event. By blurring the line between the digital world and everyday life, the campaign offers something more memorable than a typical promotional activity. With instant prizes, creative restaurant themes, live broadcasts, and a nationwide chicken challenge all happening at once, anyone looking for a different kind of summer experience may find this event worth joining while the excitement is still going strong.