The anime adaptation of the rice-farming RPG "Sakuna: Of Rice and Ruin," hailed in Japan as the "Reiwa Rice Riot," aired in 2024. Not only was it recommended in a video by Japan's Minister of Agriculture, Forestry and Fisheries, but it also appeared in the end credits as a collaborating entity – a rare feat for a work to receive government endorsement.
Recently, a new mobile game, "Sakuna: Of Rice and Ruin ~Hinuka Pilgrimage Tale~" (天穂のサクナヒメ～ヒヌカ巡霊譚～), was released, bringing the joy of farming to your phone. But here's the kicker: Japanese netizens discovered something truly unique about this mobile title. Its advertising strategy is *completely* "rice-centric," with even the in-game ads being "all about agriculture." This unexpected approach has garnered overwhelmingly positive reviews, with players finding them not only non-annoying but actually making them hungry!
One X user shared their experience, noting that while the game still has a few minor bugs and nitpicky points, it's generally fun and a safe bet to jump into. They especially loved hearing Sakuna's classic line, "No, no, no!" right from the start, which alone brought them immense satisfaction.
What truly surprised players was the in-game "watch ads for rewards" feature. Unlike the usual job-change ads or promotions for dubious apps, "Sakuna: Hinuka"'s ad content is exclusively related to rice, agriculture, and the culture of dishes that pair well with rice. This includes food companies, Japan Agricultural Cooperatives (JA), and even agricultural programs from TV Tokyo.
It's clear these aren't just random ads; the developers genuinely sought out sponsors that fit the game's world. Seeing an ad from JA Yamagata explicitly state, "We support this game," really highlighted the impressive dedication behind it.
This ad strategy has genuinely influenced player behavior. One player mentioned that after watching an ad, they discovered the long-established mentaiko brand "Fukuya" for the first time. They even went out and bought mentaiko flakes and grilled mackerel, exclaiming, "This is the first time an ad has actually *improved* my game experience!"
Fukuya's official account also publicly stated that they view "Sakuna: Of Rice and Ruin ~Hinuka Pilgrimage Tale~" as an exciting "rice-farming x action RPG" project. Therefore, they are lending their support as a "maker of perfect rice accompaniments," jokingly adding that the game's meticulous attention to rice-farming details is so thorough, it might even make players consult data from the Ministry of Agriculture, Forestry and Fisheries.
Among players, discussions have even shifted from the game itself to "which ad did you see?" Some describe these ads as "refreshingly rice-flavored," featuring nothing but umeboshi, white rice, and Yamagata rice – making them even hungrier! Others joked that it was the first time in their lives they'd felt hungry because of a game ad. Compared to the forced interactions and elusive close buttons common in other mobile game ads, these were praised for being "short, normal, and properly closable after watching," making players feel respected.
Many players also pointed out that this approach isn't just simple product placement; it treats the ads as an integral part of the game's world, giving them the feeling that "this is also part of the content."
▼ Turns out, all these reward ads feature agricultural products, leading many players to exclaim they get hungrier the more they play – and actually want to go buy and eat them!
In a landscape where mobile game ads are generally seen as a "source of pain," "Sakuna: Of Rice and Ruin ~Hinuka Pilgrimage Tale~" has successfully left a lasting impression on players with its unwavering commitment to "only showing you rice." This unique approach has even sparked a "maybe I should try it" curiosity among many players who were previously fatigued by mobile games.
Besides the mobile version, a PC (Steam) version is also available, so if you're curious, why not download it and give it a try?
via： togetter