The Clever Tactics Behind Higurashi's Rise to Fame

The Legacy of Higurashi no Naku Koro ni

Today, Higurashi no Naku Koro ni (When They Cry) stands as a cornerstone of psychological horror and otaku culture. However, 25 years ago, it began as an amateur project collecting dust at the Comiket.

Ryukishi07's Struggles

In the early 2000s, Ryukishi07 and his team — including his brother Yatazakura and late friend BT — struggled to market their visual novels, attached to Leaf Fight game cards. They sold a mere 50 copies at Comiket and faced despair over the lack of audience interest.

Guerrilla Marketing Strategy

To combat their failure, they resorted to a now-legendary guerrilla tactic, creating the illusion of shipping errors. They sent about 50 extra copies to random customers, claiming these were 'misdelivered' and inviting honest feedback. Ryukishi07 humorously noted how such a tactic would likely be seen as spam today, yet it was the spark they needed back then.

The Turning Point

The pivotal moment arrived when BT suggested releasing the first arc, Onikakushi-hen, for free online. This led to a viral discovery on 2chan, resulting in word-of-mouth promotion that transformed their operations from hand-printing 100 copies to contracting factories to produce tens of thousands.

A Tribute to Friendship

In an emotional reflection, Ryukishi07 honored his late friend BT and reminisced about their humble beginnings: “Dear BT, I believe 07th Expansion has come a remarkably long way. Yet, my soul remains back in that room, surrounded by countless empty cans, where we all slept on the floor together.”

Who knows how many lucky recipients unknowingly became part of the journey that led to this masterpiece?

Source: Somos Kudasai