NewJeans Also Hooked... 'This Game' with 1350% User Surge in Two Months [Cheongchun Report]

'Pikmin Bloom' Popular Among 1020 Generation
Gaining Attention Amid 'Healthy Pleasure' Trend
Unique Pikmin Characters Foster Fandom Culture

Recently, a 'Pikmin Bloom' craze has been sweeping mainly among the MZ generation (Millennials + Generation Z). Pikmin Bloom is an augmented reality (AR)-based mobile game where players plant flowers and collect Pikmin characters along the routes they walk. In other words, players can progress through the game easily just by taking a walk with their smartphones. Since there is no competition element among users and the gameplay is simple, it is regarded as a 'healing game' for young people tired of competition.

'Pikmin Bloom' Users Surge 1350% in Two Months

NewJeans' Hyein is imitating the Pikmin character while interacting with fans. The Pikmin character is distinguished by the flower on its head. YouTube

Pikmin Bloom is an AR game developed by Nintendo and Niantic, who previously created the globally popular mobile AR game 'Pok?mon GO.' Released in 2021, the game had not achieved significant success over the past three years. However, since last October, it has started gaining traction through word of mouth on social networking services (SNS), showing an unusual resurgence.

In fact, the number of Pikmin Bloom users increased by more than 1.3 million in just two months. Data platform company IGAWorks reported that the monthly active users (MAU) of the Pikmin Bloom application reached 1,446,791 last month, a roughly 1350% increase compared to 100,193 in September. Notably, the wave of enthusiasm for the game is led by women and users under their teens. As of last month, female users accounted for 77.36% of the total. By age group, those under 10 years old made up 56.19%, and users in their 20s accounted for 32.51%.

'Pikmin Bloom' Official YouTube

The game can be described as a kind of 'walking game.' When players walk holding their phones, they can find plant seedlings on the screen; by planting these seedlings in pots and accumulating steps, Pikmin characters are generated. This allows players to take care of their health while playing the game. This aligns with the 'healthy pleasure' trend, which pursues both health and enjoyment simultaneously.

Office worker Kim (28) said, "A friend recommended Pikmin Bloom to me, and the more I play, the more healing I feel." He added, "After work, I used to be too tired to go outside, but now I take walks to play Pikmin Bloom." He continued, "I think this game is especially good for people suffering from lethargy or depression," and said, "It definitely helps with mood improvement and makes you go outside deliberately to play the game." Until May, Pikmin Bloom's MAU remained in the 40,000 range, but recently, the idol group NewJeans revealed they play this game, sparking interest among the 10-20 age group.

"Pikmin Bloom is a 'Non-Stimulating Healing Game'"

Memes made with Pikmin characters are trending. X (formerly Twitter)

Pikmin Bloom is praised as a 'non-stimulating healing game' because it allows players to gain small achievements through the everyday activity of walking rather than competing with other users. Unlike other competitive games, players can raise cute characters at their own pace without the stress of completing quests. Additionally, the cute and unique appearance of the Pikmin characters promotes fandom culture. On X (formerly Twitter), photos and catchphrases featuring Pikmin characters have become popular, leading to active content creation among users.

The popularity of Pikmin Bloom reflects a shift among the MZ generation, who previously sought intense stimulation. In fact, Professor Kim Nando of Seoul National University predicted in 'Trend Korea 2025' that 'Aboha' will be a major trend next year. 'Aboha' is an abbreviation of 'Aju Botong-ui Haru,' meaning 'a very ordinary day,' referring to a lifestyle attitude that seeks tranquility in ordinary daily life without special achievements or showing off. Young people tired of competition and strong stimulation are now focusing on peaceful and harmless days.

Meanwhile, Madoka Katayama, the user experience (UX) design director who created Pikmin Bloom, said, "I hope that playing Pikmin Bloom can help people do more positive things every day," adding, "I want it to help with walking and remind players that each day is special."