No, it’s not April anymore. And yes, you read that headline correctly.
Insecticide manufacturer Earth Corporation has a truly unhinged but hilarious new marketing strategy — an otome dating simulator game where players can pursue hot cockroach men.
“Gokigen Lovely Days” is an original, playable online game created to promote Earth’s easy-to-use one-push bug spray, and to spread awareness on pest control just in time for peak bug season.
The game has even brought out renowned voice actor Yuki Kaji in the role of all characters. Kaji is most recognized as the voice of Eren Yeager in the hit anime Attack on Titan.
Japan’s intense hot and humid summer months make the perfect breeding ground for cockroaches, known as gokiburi in Japanese. Gokigen Lovely Days, which you’ll notice also cleverly embeds “goki” in its name, has many tips to share to keep your home pest-free.
Image courtesy of PR Times
Meet the Love Bugs
Of course, you play as the love interest: a young new employee of Earth Corporation who is still getting accustomed to living alone in a one-room apartment in Tokyo’s dazzling but simultaneously overwhelming urban landscape.
You run into four handsome bachelors: Kuro, Chaba, Yamato and Wamon. Each of these love bugs not only represent visual “types” of attractive men — from the prince-like refined gentleman to the unpredictable and goofy tropes — they are also inspired by four real cockroach species, alter egos that they keep secret and only reveal to their love.
Under each of their character profiles, there are lists of things they like and dislike, matching the real preferences of the pests. Kuro likes sweets, and dark and damp places. Chaba likes “indoor dates” so that he’s not out in the cold. Yamato loves Japan’s changing season because they bring his favorite damp fallen leaves. And Wamon hates cinnamon and nutmeg.
“I prefer a small and dark place. This way, I can get really close to you, right?” says Wamon.
Gameplay screengrab
A Not-So-Cute Romance
The romance starts out innocent enough, with clandestine meet-cutes that instantly create sparks. But as you keep playing, things take a turn. It’s not exactly a happy love story — they are roaches after all.
Throughout the game you can hear the chilling, hair-raising kasa kasa rattling of cockroaches. The boys also act bizarre; putting your hair into their mouth, disappearing unexpectedly and suddenly showing up at your house. They seem a little too eager to enter your house, in fact.
Luckily, our protagonist is not so defenseless and decides to end the relationship.
“He quickly entered the slightest gap in my heart, but he and I can’t live in the same world. Because the closer we get, the more we hurt each other … thank you and goodbye.”
The game ends with an ominous spray of Earth’s bug repellent.
Pest Prevention in Japan
The point of the game is that players get into various situations that “attract” the cockroach boys.
To stop them, the game displays recommended Earth Corporation products to combat each situation and shares various tips for pest prevention, such as not keeping cardboard with food or other moisture-rich items inside, and installing a “black cap” cockroach extermination bait in outdoor air conditioning units.
The game is available to play online for free on the Goki Love website until September 3.
