Gaming Publication #2: Korea Trip
- Thái Bảo Trân
- 4 thg 10, 2025
- 10 phút đọc
Đã cập nhật: 19 thg 11, 2025
Level -1. Things I know about Korea before the trips:
-1.1. Non-game knowledge:
Coming from family where my older cousins is Korea-boos whom blasting Bingbang, Shinee, 2AM & 2NE1 music for 3 hours straight and watching Running Man religiously from the age I was 4, I forcefully learn about and sold Idol Merchs in middle school. I always thought Korea is this glamorous faraway land where people obsessed with beauty, idols andreligions.
This is called "Nation Brand" - a concept introduced by Simon Anholt in the 1990s, understood as the application of marketing strategies to build and promote a national reputation to serve national interests of the international community & pride andpatriotism among citizens
Nation Brand Reference: https://brandirectory.com/reports/nation-brands/2024
More info on National brand topic
1. South Korea: Since the 1990s, the South Korean government has realized that the revenue from a Hollywood movie (like Jurassic Park) can be equal to the export of millions of cars, so it has been determined to invest heavily in the cultural industry. South Korea has issued a series of policies to encourage the export of popular culture (K-pop music, movies, fashion, cuisine) - as a spearhead to improve the country's image. Thanks to this long-term strategy, after two decades, the cultural industry has brought in about 120 billion USD to the South Korean economy and turned the country's culture into a soft power with global influence.
2. Japan (#4) with its "Rebooting Cool Japan" strategy positions itself as "Where Tradition Meets Innovation" - both preserving cultural quintessence (anime, tea ceremony, architecture) and leading in technology and design. The image of “Cool Japan” conquers many generations around the world.
3. Singapore (#24): “Smart Nation 2.0” is a global center for finance, logistics, and innovation. The combination of technology
The Cool Japan Strategy - I also found this during the research on Nation Brand
Singapore's Smart Nation plan
https://www.smartnation.gov.sg/
4. Other fun stuffs on Nation Brand
https://www.culturaldiplomacy.org/.../Cultural_Diplomacy
https://www.sciencedirect.com/.../abs/pii/S014362281630488X
https://www.mdpi.com/2071-1050/16/16/6950
Growing up, I also watch lots of Korean Englishman trips to Korea as a local & Floppy documentary on Kpop Drama
-1.2. Game knowledge:
As mention in the last publication, I played Cookie Run Kingdom by Devsister
Game "Cookie Run Kingdom" Analysis
Gameplay: CRK's gameplay is a delicate balance of its three core pillars: RPG Combat, Kingdom Building, and Collection.
1. Primary Loop (Engagement): Engage in Combat (World Exp., Arena, etc.) → Earn EXP, Gems, Toppings, Upgrade Materials → Upgrade Cookies → Tackle Harder Combat.
Secondary Loop (Retention): Produce resources in Kingdom → Fulfill Wishes/Trade → Earn Coins & Kingdom EXP → Expand & Decorate Kingdom → Unlock more production capabilities.
These two loops are brilliantly intertwined. Stronger Cookies are needed to unlock more Kingdom territory, and a developed Kingdom is required to produce the materials needed for strong Cookies.
Strengths:
Exceptional LiveOps & Content Cadence: Devsisters consistently delivers high-quality updates with new Cookies, story chapters, and elaborate events. The BTS and Disney collaborations were masterstrokes in brand synergy, bringing in massive new user cohorts and demonstrating the IP's strength.
The "Cookies" as a Core Pillar (Very Korea xD ): Genius=character design. Each Cookie has a distinct personality, voiceacting, detailed lore, and beautiful art
"Deceptively Deep" Combat: The combat is accessible (auto-battle is available early), but success in higher-level content
(PvP Arena, Guild Battles) requires significant strategy in team composition, treasure selection, and the complex "Topping" system (equipment). This caters to both casual and hardcore players.
Compelling Kingdom Builder: The building aspect is not just a side-feature. It provides a source of passive income, a creative outlet through decoration, and a tangible sense of progress
Weaknesses & Risks:
The Mid-to-Late Game Grind: This is the product's most significant challenge. Leveling up Cookies, skills, and buildings past a certain point requires an immense amount of resources (jellies, powders, aurora items) and time. The gameplay can shift from "fun" to "chore-like," as progress slows to a crawl without spending.
Power Creep: As with most gachas, new Cookies are frequently more powerful than older ones
Monetization Aggressiveness: The frequency of "Limited Time Offer!" pop-ups upon login can be overwhelming and detract from the user experience.
Strategic Recommendations
Onboarding & Early Game:
Implement a "Milestone Tutorial" System: Instead of unlocking 5 new systems at once when a player hits level 20,
introduce them via quests after the player has had time to master the previous system. For example, unlock the
Topping system only after a player has promoted their first Cookie to 3 stars.
Mid-Game Player Retention:
Introduce "Catch-Up" Mechanics: Create events or permanent features that boost resource generation for players in the level 30-50 range to ease them over the "mid-game wall."
Diversify Daily Activities: Introduce new, less-grindy game modes that break up the monotony. A co-op boss battle or a social "kingdom decorating" contest could provide fresh engagement loops.
Long-Term Strategy & Growth:
Invest in IP-Expanding Content: The lore is a goldmine. More non-combat, story-driven content (like the "Cookie Odyssey" mode) can deepen player investment beyond the power-leveling grind.
Refine Monetization Pop-ups: A/B test a "bundle-of-the-day" single pop-up upon login, rather than the current barrage of 4-5 offers. This could improve user sentiment without significantly harming revenue.
Level 0. The summary of my Korean Trip with some fun facts:
Level 1. BUSAN & SEOUL - The ink wash painting vs the kaleidoscope under the light
For me, Busan's is a curated inkwash painting . Its terrain, nestled against mountains and clinging to the sea, is truly romantic, so poetic. I feel like I just have to raise my camera to capture a beautiful picture. Busan is the beautiful wishes of people from all around of the world, written on the Bodhi leaves at Haedong Yonggungsa Temple (해동 용궁사). It is the colorful, mural-painted houses nestled closely together, clinging to the sea at Gamcheon Culture Village (감천), looking straight out at
Haeundae Beach (해운대)
dont you think these 2 pic look similar?
Seoul is old, Seoul is young, Seoul is quite, Seoul is bustling, Seoul is unpredictable, everyday Seoul, glamorous Seoul. It like a kaleidoscope under the light. Four days of wandering from Jamsil to Hongdae, Yongsan to Myeongdong, Jongno then over to
Dongdaemun, catching the subway at 2 a.m., eating late-night snacks, sleeping, and then running again. I realized there are too many experiences to recount
i think this picture some how depicked Seoul old, young, messy and clean at the same time
Level 2. A holistic view: the PESTLE of KOREA
Political | Economic | Social |
|
• Aging Population and Low Birth Rate: South Korea faces a severe demographic crisis with one of the world's lowest fertility rates and a rapidly aging population. This puts immense pressure on the social welfare system, healthcare, and labor supply. • Technological Legal Environment States and growing ties with ASEAN, Europe, and other global partners. However, relations with neighbors like China and Japan is so bad. Politically correct isan important concept in Korea ( pick a side, choose a political viewpoint & flight for it) • Domestic Political Rivalry: Intense rivalry between the major conservative and liberal political parties can lead to policy shifts and legislative gridlock. | |
Dominance of Chaebols: Family-
owned conglomerates like
Samsung, Hyundai, and LG
•
Aging Population and Low Birth
Rate: South Korea faces a severe
demographic crisis with one of
the world's lowest fertility rates
and a rapidly aging population.
This puts immense pressure on
the social welfare system,
healthcare, and labor supply.
•
Technological Legal Environment
States and growing ties with
ASEAN, Europe, and other
global partners. However,
relations with neighbors like
China and Japan is so bad.
Politically correct isan
important concept in Korea (
pick a side, choose a political
viewpoint & flight for it)
•
Domestic Political Rivalry:
Intense rivalry between the
major conservative and liberal
political parties can lead to
policy shifts and legislative
gridlock.
•
dominate the economy, driving
innovation and exports but also
raising concerns about market
competition and corporate
governance.
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High Household Debt: Although KR
salary can serve you a good life
with just basic need, the housing is
so expensive. High level of
household debt poses a risk to
domestic consumption and
financial stability
•
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Skilled Workforce: South Korea
boasts a highly educated and
skilled workforce, which is a major
driver of its economic
competitiveness.
•
Currency Fluctuations: The South
Korean Won (KRW) is subject to
volatility based on global economic
conditions and foreign capital
flows.
•
Work-Life Balance Issues: A
notoriously demanding work
culture is slowly changing, with
government initiatives and a
younger generation pushing for
better work-life balance, though
long working hours remain
common.. I asked a Supercent "Do
you guys relax here [ the place we
take the MOU picture]", she say;"
Nope, no relax, just work, day and
night. As you can see nobody
[from Supercent] is here"
•
Highest Robot Density: Leads
the world in the number of
industrial robots per
employee, particularly in its
advanced manufacturing
sector
•
Global Leader in Memory:
Dominates the world's
memory chip market (DRAM &
NAND flash), led by giants like
Samsung and SK Hynix.
•
Massive Investment:
Supported by immense
government and private sector
investment in R&D and
manufacturing facilities (e.g.,
the "K-Semiconductor Belt").
•
Strict Labor Laws: Labor
regulations are often rigid, which
can be a point of contention
between management and
powerful labor unions. It sets strict
rules on working hours, overtime
pay, dismissals, and severance pay.
A key recent reform was the
reduction of the maximum
workweek from 68 to 52 hours,
aimed at improving work-life
balanc
•
Fair Trade and Competition Laws:
The Korea Fair Trade Commission
(KFTC) actively enforces regulations
against monopolistic practices and
unfair competition, often targeting
the large chaebols.
•
Intellectual Property Rights: Strong
legal protection for intellectual
•
Air Pollution Concerns: A
significant environmental
challenge, particularly fine dust
(PM2.5) pollution, which is a mix
of domestic and trans-boundary
pollution from China.
•
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Waste Management and
Recycling: South Korea has a
highly effective recycling and
waste management system, with
high public participation.
•
Water Scarcity Issues: The country
faces challenges with water
resource management due to
high population density and
seasonal variations in rainfall.
•
That why I ask the AI in workforce
question at Supercent question.
Still, the answer is not fulfilled my
need
Level 3. The UX/UI of Naver & NaverMap - why it HUGE
During the Korea trips I use Naver a lot to find way to go the Myeongdong cathedral as well as travel to Ehwa & Yonsei University, then plan to use it to rent a bike to run around ( but failed after 3 attempt). As FTUE, Naver is crowded with many info. But after using it for 3 days, it offer me a much more personalize & informative than
most of my social app
Naver Map
The visual language of Naver is unapologetically maximalist, defined by high information density, layered content blocks, multiple typographic treatments, and a strategic, rather than liberal, use of white space. It because Korean scores a very high 85 on Geert Hofstede's Uncertainty Avoidance Index, indicating a culture that feels threatened by ambiguity and has a strong emotional need for rules, clarity, and predictability. In a consumer context, this cultural trait manifests as a profound need for comprehensive information and social proof before making decisions. Korean users actively seek to mitigate risk by consulting the "opinions of others," relying heavily on detailed reviews, community recommendations, and user ratings to guide their choices. The design is therefore not just "dense"; it is "reassuringly comprehensive."
For Naver map, when you search A→B, it gives you 5 possible routes with detail disclamer and options for "least time", "few transfer" & "least walk". This is super cool compare to single route recommendation of Google Maps
My fav usecase? Naver cafe! It so detail with all the rating hili, the photo felt Pinterest-ish too
I have grab 2 best coffee i have in Korea ( Banana Esspresso & Klavve) using this feature
Level 4. Grow a game in Korea
This is the question i was asked by my lead before the trip and to be honest it take me the longest time to research. Here are some factor i think will determine the game success
For every successful game in Korea, it has to have all 3 factor:
Is it "Nunchi" (눈치) – the art of sensing a social situation?
Is it "Heung" (흥) – a feeling of collective joy and hype?
Is it "Jeong" (정) – a deep, emotional bond of loyalty and attachment that connects people?
Level 5. Top 3 things I learn & unlearn in Korea
Learn
I have developed both my "Thân-Tâm-Trí" during the trips
5.1. Thân (Body):
Never expect myself to be so strong. I walked 22K steps/day uphill for 2/6 days in korea (that equivalent to run 1.5 marathon). Our six days were filled with constant travel and learning, proving to be more physically demanding and rewarding than any retreat.
5.2. Tâm (Heart):
My understanding of Korea deepened immensely. I moved beyond the surface-level culture I'd known through K-pop, gaining a richer appreciation for its deep-rooted political and economic context. Hearing the perspectives of young Koreans offered insights I could never have gotten from afar. This made the country feel much closer and more tangible. Suddenly, a dream like attending Yonsei University transformed into an achievable goal—so much so that I found myself researching its admissions process on the way home.
Some student thesis to ref: https://gsis.sogang.ac.kr/front/cmsboardlist.do?siteId=gsis&bbsConfigFK=5272
5.3. Trí (Mind):
I gained a new level of practical intelligence and confidence. After successfully navigating Korea's comprehensive public transport system—from buses and trains to bikes—I had a powerful realization. For the first time, I could genuinely envision
myself not just visiting, but actually living in Korea.
Unlearn
I debunk some off my misconception & personal bias on Korea
Korea people is judgemental, difficult to approach: Nope, I talked to about 12 Korean (various age group, social class) during my trip, which is not a sufficient sample to sure for 51M Korean, but most interactive was so positive (show direction, buy us lunch, sit & talk for 5-10min about their uni life). we also get help by a late 70 y.o uncle who doesn't know english at all but worry we will get on the wrong train. He use all of his 5 sense to describe to us the right way.
Korea Service is similar to Vietnamese Service: Nope, most of Korea public service is Self service, and they do it so efficiently and systematicly
Done drinking your coffee? bring it down to the counter!
Going on most public transport (train, bus, bike): self checkin and out
Everyone in Seoul is a fashion icon straight out of a K-drama: Not really. You definitely see the high-fashion, perfectly put-together people in areas like Gangnam or Hongdae. But step onto the subway at 8 AM on a Tuesday, and you see thereality. You see university students in their comfy department tracksuits (gwabok), office workers in their neat but standard corporate attire, and my personal favorite, the ajummas (aunties) in their vibrant, colorful clothes.
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