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BTS Meets Cooking
Will 'BTS Cooking On' Ignite the K-Pop Gaming Boom?
Simple Controls and Collectibles Praised… Idol-Themed Games Becoming a Trend in the Industry
Earlier this year, Com2uS announced its intention to strengthen its game publishing business, and with this ambition, they have launched a cooking game titled BTS Cooking On: TinyTAN Restaurant to the global market.
Produced by the South Korean game developer Grampus, BTS Cooking On features characters based on the world-famous boy band BTS, or more specifically, their chibi-style TinyTAN versions. The game clearly aims to leverage BTS’s global popularity, intending to easily attract both domestic and international fans as players.
Historically, K-pop idol games in the South Korean market have often failed to capture the hearts of fans or general gamers. This has been largely due to a lack of engaging gameplay and monetization models that heavily rely on expensive licensing fees. Such was the case with Netmarble's earlier BTS-themed games, BTS World (2019) and BTS Universe Story (2020), both of which were discontinued last year due to lackluster performance. Similarly, games based on YG Entertainment’s IP, such as SuperStar YG and BLACKPINK: The Game, have struggled to make a significant impact in the market.
However, BTS Cooking On, which was released on August 7, stands out as a game that can be enjoyed not only by BTS fans but also by casual gamers who might not have a deep interest in K-pop.
The gameplay of BTS Cooking On borrows heavily from Grampus's previous title, My Little Chef. Players start by clicking on ingredients on a cooking station to begin the preparation process, then serve the dishes to customers according to their orders. While the early stages can be cleared with relative ease, the later stages become more challenging, with more complex menus and cooking processes that require greater focus to complete without the help of in-game items.
The game also offers a diverse range of culinary themes. For example, in the first themed region, Seoul, players can run restaurants specializing in Korean dishes like Bibimbap, Tteokbokki, and Samgyeopsal. These themes can evoke a sense of familiarity for those who know Korean cuisine and pique the curiosity of those who do not.
One of the core content features of BTS Cooking On is the collection of photocards, a concept familiar to K-pop fans. The photocards vary in design depending on the rarity and theme, encouraging fans to collect them all. This naturally ties into the game's monetization strategy.
Players can earn points to obtain photocards by clearing stages, with the option to double their points by watching ads. There are package deals that offer photocard draws, but unlike many gacha-style RPGs, the game doesn’t allow for infinite purchases of multiple cards at once. According to the in-game probability tables, the chance of getting a 'super rare' card is around 3.5%, which is relatively generous compared to other collectible games.
However, the game's seasonal pass stages, which offer limited-time content, are intentionally designed to be difficult to clear without purchasing in-game items, suggesting a push toward microtransactions. Even so, the prices for pass-related items or special packages that appear randomly during gameplay are kept below 10,000 KRW (around $8), which isn’t likely to deter players significantly.
BTS Cooking On has had a promising start. According to Com2uS, the game ranked number one in overall game popularity on Japan’s Apple App Store within a day of its release and secured top-five rankings in 15 countries.
The success of BTS Cooking On, which blends solid gameplay with a popular idol IP, could serve as a critical milestone for the gaming industry, which is increasingly experimenting with K-pop IP integrations. Kakao Games, for instance, signed a licensing agreement with SM Entertainment in April to develop an idol-based mobile game scheduled for release in the second half of this year. HYBE, through its subsidiary HYBE IM, continues to offer games such as Rhythm Hive and In the SEOM with BTS, and is currently working on a new idol-themed mobile simulation game tentatively titled Project I.
As K-pop continues to rise in global popularity, the intersection of idol culture and gaming is likely to become an increasingly vibrant space, with BTS Cooking On potentially paving the way for future innovations.
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Source : https://n.news.naver.com/mnews/hotissue/article/001/0014867243?type=series&cid=2001410
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