Decoding the Revival Phenomenon of "Funghi Gardening Kit" in its 14th Year as the World Goes "Nfufu" Again

Decoding the Revival Phenomenon of "Funghi Gardening Kit" in its 14th Year as the World Goes "Nfufu" Again

2025年06月28日 14:45

Table of Contents

  1. Introduction: Why "Nameko" Now?

  2. 14 Years of "Touch Detective: Mushroom Garden"

  3. Trigger for Revival: Retro Resurgence and SNS "Healing" Consumption

  4. 10 Days to the Top of the App Store Rankings

  5. Interview: Beeworks Representative Discusses "Unexpected" Enthusiasm

  6. Current Status of Overseas Expansion: Korean Hit and Southeast Asian Entry

  7. Reconstructing the IP Business: Gashapon Revival and New Merchandise Strategy

  8. Evolution of Game Mechanics: Multiplayer and Collection Elements

  9. Potential as a Cultural/Educational Tool

  10. Summary and Outlook: Predicting the Next 10 Years


1. Introduction: Why "Nameko" Now?

In the late Reiwa era in Japan, the re-evaluation of 90s to 00s culture, known as "Heisei Retro," is accelerating, with Generation Z and Millennials re-consuming hits from their childhood. The Mushroom Garden is no exception, and the visibility of "#StartedGrowingAgain" on SNS has suddenly made it a trend. The simple tap operations and anthropomorphized mushrooms in the game are being re-evaluated as "immersive casual games" that help forget daily stress.nlab.itmedia.co.jp



2. 14 Years of Development

  • 2011: Initial app release. Surpassed 3 million downloads domestically within a few months.

  • 2013-17: Expanded IP with TV animation, encyclopedia books, and plush toys.

  • 2021: Released 10th anniversary remake "Original Mushroom Garden."

  • 2023-24: Launched overseas version. Maintained top position in the cultivation category on the Korean App Store.

  • June 2025: Series includes 5 titles and over 1,500 types of "Nameko," with a total of 60 million downloads.nlab.itmedia.co.jp



3. Retro Resurgence and SNS "Healing" Consumption

According to SNS analysis tool "Keyhole," posts related to Nameko from June 16-25, 2025, on X (formerly Twitter) were 7.5 times the usual, with emotional keywords "nostalgic (42%)" and "healing (27%)" ranking high. The reinterpretation in the context of Millennials' "self-care" is significant.nlab.itmedia.co.jp



4. 10 Days to the Top of the App Store Rankings

Beeworks experimentally launched X ads from June 16. The ad video views reached 2.3 million in 72 hours, with a CTR of 6.8%. Consequently, it ranked first in the iOS cultivation category on June 19 and 20, and reached a peak of 6th in the overall free ranking. The representative stated it was "twice the expected pace."nlab.itmedia.co.jp



5. Interview: Representative Discusses "Unexpected" Enthusiasm

"The ad launch was merely a test, but the explosive response on X surprised even our internal team."
— Beeworks Producer A
40% of new users are aged 25-34, and 30% are 35-44, indicating a significant return of former fans. Additionally, inquiries for merchandise licenses surged by over 200% year-on-year.nlab.itmedia.co.jp




6. Overseas Expansion: Korean Hit and Asian Market

  • Korea: Official localized version released in November 2023. Ranked 2nd in the cultivation category within a week, with an average review of 4.8★. In September 2024, the POP-UP store "NAMEKO IS BACK" in Seongsu, Seoul, had over 8,000 visitors in its first week, with related merchandise sold out.namepara.combeeworks.co.jp

  • Taiwan & Hong Kong: Released traditional Chinese version in December 2024. Official LINE stickers ranked in the top 10 in sales.

  • North America: English version planned for Q4 2025 for indie game festivals.


Overseas users support the "kawaii characters" and the "idle x collection" game loop, which also overlaps with those interested in Japanese food culture, a strong point.gamebiz.jp




7. Reconstructing the IP Business

  • Gashapon (January 2025): Revived after 11 years, sold out immediately in stores.

  • T'S FACTORY New Merchandise (Fall 2025): 40 items including stationery and kitchenware.nlab.itmedia.co.jp

  • Crowdfunding: "2026 Nameko Daily Calendar" achieved 231% of its goal.camp-fire.jp

These form a "App → Merchandise → App" cyclical marketing strategy, increasing user LTV.



8. Evolution of Game Mechanics

The latest "Everyone's Mushroom Garden" introduces multiplayer elements, allowing friends to collaborate in harvesting "giant mushrooms." At the same time, the integration with NFTs and blockchain is denied, maintaining a policy of "ease and reassurance."namepara.com




9. Potential as a Cultural/Educational Tool

Nameko is based on the real edible mushroom (Nameko: Pholiota microspora) and is attracting attention as a teaching material for learning about mushroom ecology and Japanese food culture. Some overseas Japanese language schools have started using the app in classes to teach vocabulary and culture simultaneously.




10. Summary and Outlook

The 14th anniversary "Heisei Retro" revival is not just a temporary boom; it has entered a second growth phase through overseas expansion and IP diversification. Beyond fall 2025, with the spread of merchandise and strengthening of the English version, downloads are expected to reach 65 million within the year. The next key is forming a **"cross-generational co-creation community."**


By combining online multiplayer and offline events, the Mushroom Garden is evolving from a "game" to "culture."



List of Reference Articles

  1. ITmedia Netorabo "Mushroom Garden is Reigniting, Representative Says 'Surprised' ~ Re-hit Overseas" (June 28, 2025)nlab.itmedia.co.jp

  2. Beeworks Official "Korean POP-UP Store NAMEKO IS BACK Announced" (August 20, 2024)beeworks.co.jp

  3. Gamebiz "Beeworks to Hold POP-UP Store in Seoul" (August 20, 2024)gamebiz.jp

  4. Namepara Official Site "June 2025 Event & Update Announcement"namepara.com

  5. CAMPFIRE "2026 Nameko Daily Calendar Revival Project" (March 2025)camp-fire.jp

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