HoYoverse has unveiled a new series of Genshin Impact promotional advertisements featuring Columbina, Zibai, and Illuga, capturing immediate attention across the community. These ads, titled White Horse’s Fleeting Spring, Welkin Moon’s Homecoming, and Nightmare’s Burning Heart, continue to build anticipation around the Luna IV era while emphasizing strong thematic storytelling rather than direct gameplay reveals.
The first ad, White Horse’s Fleeting Spring: Zibai, presents Zibai through imagery that evokes transience, rebirth, and the passage of time. The symbolism of a white horse has long been associated with purity and fleeting moments, and this theme is reflected in the tone of the advertisement. Zibai is portrayed as a figure tied to movement and change, suggesting a narrative role connected to journeys, turning points, or moments that cannot be reclaimed once lost. Fans have noted how the visual language feels calm yet melancholic, reinforcing the idea that Zibai’s story may revolve around choices and impermanence.
The second and most discussed advertisement is Welkin Moon’s Homecoming: Columbina Hyposelenia - Moonlit Dove, Where Lies Your Cove. This ad places Columbina firmly at the emotional center of the Luna IV narrative. The use of the Welkin Moon imagery immediately links her to lunar cycles, fate, and quiet observation. The title alone suggests longing and return, raising questions about what home truly means for Columbina and whether such a place still exists for her.
Visually, the Columbina ad leans heavily into moonlight symbolism, soft lighting, and ethereal composition. Her portrayal as the Moonlit Dove reinforces her calm yet unsettling presence, a contrast that has become one of her defining traits. Rather than presenting her as openly threatening or heroic, the ad frames her as distant and contemplative. This approach has fueled widespread speculation about her motivations and her role within the broader storyline. Many fans interpret the phrase “Where Lies Your Cove” as a metaphor for refuge, safety, or emotional shelter, suggesting deeper narrative conflict beneath her serene appearance.
The third ad, Nightmare’s Burning Heart: Illuga - Shining Through Nightmares, Herald of the Day, shifts the tone dramatically. Illuga is introduced through imagery of fire, darkness, and resistance. Unlike the softness associated with Columbina or the fleeting calm of Zibai, Illuga’s presentation is intense and resolute. The phrase Burning Heart implies inner strength forged through suffering, while Shining Through Nightmares suggests triumph over fear or despair.
Illuga’s title, Herald of the Day, positions him as a counterbalance to darkness. This contrast has not gone unnoticed by fans, especially when viewed alongside the lunar themes surrounding Columbina. Together, these ads appear to form a thematic triangle. Zibai represents passage and impermanence, Columbina embodies reflection and longing, and Illuga symbolizes endurance and awakening.
From a marketing perspective, these advertisements demonstrate HoYoverse’s continued commitment to cinematic storytelling. Rather than relying on overt feature lists or mechanical explanations, the company uses mood, music, and poetic titles to build intrigue. This strategy has proven effective in past releases, where emotional resonance often precedes major story arcs or character debuts.
Community reaction has been overwhelmingly active. Screenshots, translations, and interpretations of each title have spread rapidly across social platforms. Fans are highlighting specific phrases, color choices, and character framing as potential clues to future developments. The absence of explicit details has only increased engagement, encouraging theory crafting and discussion rather than providing definitive answers.
These ads also align closely with the broader Luna IV promotional campaign, which has emphasized memory, cycles, and emotional storytelling across web events, concerts, and festival appearances. By releasing individual character focused ads, HoYoverse allows each figure to stand on their own while still contributing to a unified thematic vision.
In conclusion, the Columbina, Zibai, and Illuga advertisements mark another significant step in Genshin Impact’s evolving narrative presentation. Through White Horse’s Fleeting Spring, Welkin Moon’s Homecoming, and Nightmare’s Burning Heart, the game continues to blur the line between promotion and storytelling. As Luna IV draws closer, these poetic and visually rich ads ensure that anticipation remains high, while leaving Travelers eager to uncover the truths hidden beneath moonlight, memory, and dreams.
