Fans are also snapping up the exclusive and limited-offer merchandise such as stuffed toys, caps and badges carrying the likenesses of the game's characters, that are being sold at the theater before and after each show.

Music critic Guo Zhikai says compared with game-adapted films and animation, game-adapted musicals are still a small genre, but their strength lies in their ability to create a stronger impact and offer more intimate interaction, which is why the Onmyoji musical has proved very popular with fans of the game.

"However, commercialization must be supported with an excellent entertainment product," he says. "It is a test for musical creators－good performances are essential."