- Secures exclusive agency rights in Japan… Launches full-scale IP business including licensing, merchandise, and pop-ups
- ASMR Mukbang Game IP That Topped the Japanese App Store Market Expands Business Based on Local Fandom
RychmonstaR Inc., a global business specialist, is partnering with indie game developer Whoyaho Corp. to expand the Japanese IP business for the mobile game *Tanghulu Master*.
Rich Monster announced on the 28th that it has signed an IP agency contract with Huyaho and secured exclusive agency rights in Japan for the character IP of ‘Tanghulu Master’, which is being developed and serviced by Huyaho.
Under this agreement, Richmonsta will be able to plan and develop licensing businesses utilizing the ‘Tanghulu Master’ IP in the Japanese market as an exclusive agent. The company plans to plan and execute the overall local business operations in Japan, including identifying licensing partners and acting as an agent for contract signing, as well as merchandising (MD), social media channel management, collaborations, and pop-up events.
Richmonsta is a company with offices in Seoul and Tokyo that has been providing global business services, including formulating overseas expansion strategies for domestic and international companies, establishing local subsidiaries, PR and marketing, and development and operation agency services. Through this contract, the company plans to further expand its business scope in Japan based on game IP.
“Master of Tanghulu” is a mobile simulation game where users make tanghulu, school lunches, convenience store food, and more, and enjoy mukbang content. Since its launch in September 2023, it has continued to receive steady updates and is gaining popularity among global Gen Alpha users, including those in Japan, as well as in Korea.
In particular, in Japan, it garnered attention by ranking first in the popular free games category on the Japanese App Store following the ‘Parfait Mukbang’ update in August 2025. It is notable for having secured organic recognition by forming a local fandom without any separate large-scale marketing.
In Japan, the term “Tanghulu Master” is naturally used as “フルーツ飴の達人,” and fan activities centered around related hashtags are actively continuing. A local fandom has also formed around the character “Lulu” (ルル), a mukbang streamer who is the protagonist of the game and runs a tanghulu shop.
Both companies will gradually expand their IP business in Japan based on their existing fandoms. First, they will implement IP protection measures such as trademark registration, and subsequently plan to broaden their local business base through the expansion of social media channels, licensing, merchandising, collaborations, and pop-up events.
Choi Hyang-sook, CSO of Richmonsta, said, “At a time when the whole world is focusing on securing IPs with global expansion potential, I am very pleased to have secured the exclusive agency rights for the ‘Tanghulu Master’ IP, which has already proven its competitiveness in the Japanese market.” She added, “Using Japan, where long-standing know-how in the character IP business has been accumulated, as a stepping stone, we will do our best to ensure that this IP grows into a brand that is loved worldwide for a long time.”
Jeon Min-young, CEO of Huyaho, stated, “I am very much looking forward to being able to showcase various IP products and content to fans in Japan using this partnership as a stepping stone.”
Starting with this agreement, both companies plan to sequentially disclose specific business implementation plans, including licensing partnerships in the Japanese market.
