NewJeans Also Deeply Into 'This'... Concerns Over 'Smombie' Generation [Dito Society]

(13) AR Game 'Pikmin Bloom' Trend
Beware of Traffic Accidents Like During the Pokemon Go Craze
'Smombie' (Smartphone + Zombie) Generation Warning

Editor's NoteThe Seoul National University Consumer Trend Analysis Center has identified 'Ditto consumption' as one of the top 10 keywords for 2024. Ditto, derived from the Latin word meaning 'the same,' refers to the tendency to follow celebrities' tastes and trends exactly when purchasing products or consuming content. This article analyzes the blind 'Ditto' behaviors in Korean society, such as the lowering age of luxury consumption and the increasing trend of trend-chasing investments.

The augmented reality (AR) mobile game 'Pikmin Bloom' is gaining popularity among Generation Z (those born from the late 1990s to early 2000s). As players focus intently on their smartphone screens while walking, there are calls to be cautious to avoid collisions with people, facilities, or vehicles around them.

Developed through a collaboration between Niantic and Nintendo, Pikmin Bloom is trending among Generation Z. As of the 15th, Pikmin Bloom ranks number one in the Adventure category on both Google Play and the Apple App Store.

Pikmin Bloom uses AR technology and location-based services to allow players to walk outside while playing the game. It requires more steps as the player’s level increases. By nurturing seedlings obtained through the game, players can create Pikmin characters, which follow the user while walking or collect gifts to increase intimacy. When players gather nectar from fruits and share it with the Pikmin, flowers bloom above their heads. Popular idols influential among people in their teens and twenties, such as NewJeans, are also known to enjoy Pikmin Bloom.

NewJeans Hyein is imitating the Pikmin character while communicating with fans through a video application. The Pikmin character has a flower on its head. Screenshot from SNS.

Pikmin Bloom game screen. Nintendo website

The encouragement of walking also appeals positively to Generation Z, who value health. Ms. Kim Ah-jin (28) said, "Since my step count is recorded and my level increases, I get competitive and end up walking more. The game gives rewards for completing tasks, and I have walked as many as 25,000 steps in a day." She added, "I can link accounts with friends and walk together, and every week we challenge ourselves to walk 100,000 steps together. It’s great because I can play the game and take a walk at the same time."

The problem is that focusing on the smartphone screen while walking can easily expose players to traffic accidents. Similar concerns about 'smombies' (smartphone zombies) arose during the popularity of the AR game Pok?mon Go from 2016 to 2018. In February 2017, a man in his 30s in Daejeon caused a traffic accident while playing Pok?mon Go and driving, hitting a pedestrian. He made a sudden left turn to catch a Pok?mon and failed to notice the pedestrian crossing the crosswalk. As concerns about various traffic accidents caused by Pok?mon Go grew, the police launched a 'Play Pok?mon Go Safely Campaign' and conducted special patrols at popular character hotspots.

Similar accidents have occurred overseas as well. In countries like Australia and the United States, incidents happened where drivers tried to catch Pok?mon while driving or entered dangerous areas and got injured. In July 2016, a woman in Brisbane, Australia, caused a collision with another car while distracted by the game. In the U.S., police officers were caught neglecting their duties while engrossed in playing Pok?mon Go during work. In April 2017, two police officers in Los Angeles were caught ignoring emergency calls while playing Pok?mon Go on their phones, as revealed by in-car video footage, and were dismissed the following year.

While playing the game Pikmin Bloom, you often come across reminders to pay attention to safety. Pikmin Bloom capture.

In response, Niantic’s headquarters in San Francisco, where Pok?mon Go was developed, issued seven 'Pok?mon Go Safety Rules.' These included ▲being aware of obstacles and surroundings and obeying traffic laws ▲avoiding private or secluded areas ▲being cautious of cars slowly following pedestrians, as they might be getaway vehicles for criminals.

Pikmin Bloom also urges players to pay attention to safety during gameplay. Upon login, players are advised to "carefully observe your surroundings and always stay alert while playing" and "avoid entering dangerous areas during play." The game also restricts gameplay if the user’s speed exceeds normal walking pace to prevent playing while driving.