#beloved English actor

[neversetyoufree]

Looking back through the first couple volumes of VnC, it's wild how much of what Vanitas does in early chapters is nothing but a series of transparent attempts to put himself in control when he feels uncomfortable. You don't notice the first time you read it, or at least I didn't, but he's really quite obvious once you have the knowledge of what subjects he's sensitive about.

I've touched on this before, but I think Vanitas's biggest defense mechanism is theater, specifically playing up his own power/unpredictability in order to make everyone around him uncomfortable. "Vanitas" is a character that he plays, and he weaponizes that character against others when the man behind the act feels threatened.

(Now that we're under the readmore, here's your warning for a VnC-standard amount of discussion of sexual assault).

Even starting in his very first scene in chapter 1, when we've yet to see Vanitas get anywhere close to vulnerable or upset, we get a hint of how he operates. His first attempt to get Noé away from Amelia isn't to physically fight him—it's to play sinister and deliver a vague threat.

He could have gone straight for the knives, or he could have told Noé the truth that Amelia herself was dangerous and urged him to get away. But that's not the person Vanitas is. He doesn't talk things out with honesty, and he doesn't resort straight to violence unless he's really over the edge. He threatens and plays up his dangerous persona to get what he wants.

He even uses the very same line with the security guards later in the chapter, playing sinister again to escape arrest because he might be screwed otherwise.

He's pretty much never authentic pre-catacombs, but moments like this where he dials up the act to achieve something show how in control he is of his own inauthenticity. And he never takes advantage of that control more than when he feels threatened, be that threat physical (like the security guards) or emotional.

When Noé asks him about how he inherited the book of Vanitas in chapter 2, something we now know is a sensitive secret, Vanitas immediately changes the subject. He gets in Noé's space, acting borderline flirtatious (and he often does get flirty as part of his persona), then returns to the topic of Noé being his shield (which is an act in itself, given how he really reacts to being protected).

It takes one poke to the chest and a couple of sentences to switch the conversation from "Noé insists on knowing Vanitas's sensitive past" to "Noé has to deal with the mysterious, overbearing Vanitas's whims," which is just how Vanitas wants it. Playing up his demanding, in your face side buries the threat of an uncomfortable topic.

Then, when Dominique suggests that he worships the blue moon during the bal masqué, we get a much more extreme incarnation of this same behavior. Domi's words threaten to undermine a huge part of the narrative he's built for himself as Vanitas, and they do so by dredging up a truth that he wants desperately to keep buried. He might not worship the blue moon, but he really did love Luna, and being reminded of that throws a big wrench in the narrative of his revenge against them.

He cannot handle having his narrative undermined at this point, and especially not by a reminder of Luna, who is arguably the most sensitive part of his whole tragic backstory. So he freaks out, and freaking out for Vanitas means throwing himself into his false persona as hard as he possibly can. He grows sinister, speaking darkly before breaking into maniacal laughter that startles Dominique and her attendants. Then he hurls his constructed narrative into public view, revealing himself and ensuring that every vampire knows his claim of "wanting revenge."

Nobody's going to forget the human that leapt onto a chandelier in the middle of a ball, revealed himself to be the kin of the blue moon, then swore his vengeance against that very kin, and that means nobody else is going to misunderstand him like Domi and dredge up the truth: that he never really hated Luna.

Going manic and theatrical like this is a defense mechanism, and it's one that ensures not only that Domi stops hassling him, but that, hopefully, he'll never even have to consider worshiping the blue moon ever again. It's a total rejection of an idea that made him uncomfortable, achieved through theater. It also takes a situation that was quite out of his control, his being chained up by Domi, and turns it into a scenario that he engineered, where he is in absolute control of the crowd for at least a few moments.

The best example of all this though, the time when Vanitas combines every form of weaponized persona I've talked about into one awful act, is the scene in which he forces a kiss on Jeanne.

As I mentioned before, Vanitas often plays up his flirtatiousness as part of his persona. He does it with Jeanne quite often, and he does a (usually) subtler version of it with Noé a few times as well. It's a great way to change the subject and make throw people off their game without resorting to threats, and his treatment of Jeanne in chapter 4 is an extreme, but not too surprising incarnation of this same flirty habit.

He might be attracted to Jeanne, but attraction alone is not a reason to force a kiss on an unwilling stranger while ending a fight. Vanitas kissing her was, as much as any other moment I've referenced here, an instinct to protect himself and gain control of a situation that otherwise threatened him.

Winning the fight or not, Vanitas is in a tenuous position in terms of control when dealing with Jeanne. Jeanne is an incredibly strong opponent, and she managed to withstand both a bite from a curse-bearer and a direct stunning hit from the Book. Vanitas has played all of his cards, and his only insurance that she won't murder him immediately is Noé, a man he barely knows, successfully keeping Luca hostage without realizing that's what he's doing. These are not great odds. He's also extremely attracted to Jeanne, and though his initial attraction to her isn't nearly as distressing as his full-on infatuation in mal d'amour, being weak to the sight of her represents yet another loss of control.

Then Jeanne tries to sacrifice herself. She tells Vanitas he can do anything to her he pleases, so long she can protect the child she's devoted herself to watching over, and there is no way on Earth that this moment isn't a trigger for Vanitas, because he once did the exact same thing. He's already in an unsteady situation, and then she reminds him of Misha and his own darkest moments, which means that conversation has to end immediately.

"Please don't hurt him," is the last thing Jeanne says before Vanitas flips suddenly from threats to advances, and his face when he gets close to her is manic.

So when Vanitas gets uncomfortable, what does he do? He changes the subject wildly, suddenly making the whole situation about him and his fickle, unpredictable moods and unreasonable demands. He cranks up the character of the wild, demanding, show-stealing Vanitas to eleven. He kisses Jeanne. And even though it's a cliche line, the fact remains that sexual assault is never really about the sex. It's about power and control. Vanitas does wild things and plays up his persona as a clutch for control when he's uncomfortable, and this is that to an extreme degree. This kiss gives him the power in their interaction.

Plus, the specific bad memories that Jeanne unintentionally triggers for Vanitas are all about bodily autonomy. His own "do what you want to me, just don't hurt the kid" moment was protecting Misha in Moreau's lab, which led to physical violation after violation. It was a complete loss of his agency and autonomy. And his memory of Misha is also deeply tied to whatever happened with Luna's death, and given the possibility of his being made their kin without consent, that memory may also be one of the loss of autonomy.

This scene is Vanitas not just getting triggered, but being reminded of his loss of control and ownership of his body. It makes a twisted kind of sense that the resultant clutch for power and control comes via him forcing his body onto somebody else. He manufactures a situation that is all about bodily autonomy, but he has all of it and the source of danger has none. And he does it all while stealing the show and rerouting the topic as he always does.

Just like so many other actions he takes early in the series, his most reprehensible moment is just another desperate grasp at control. He has to be threatening and showy and unreasonable. He has to be the kind of man that announces himself as savior to a room full of powerful enemies. The kind of man can force himself on a powerful woman like Jeanne. Because if he doesn't drive home the act well enough, somebody might gain access to the horribly vulnerable person underneath.

[cemetery-irises]

Also hands you this

GOD IM FERAL OVER THIS

[increasinglygeeky]

DAVID MATRANGA CANNOT KEEP GETTING AWAY WITH THIS!!!!!!

(Are you fucking kidding me)

[strxnged]

i just finished space sweepers and if we ignore the shitty multilingual writing that was an incredible movie i loved it

[vsirin]

i'm a little out of the loop- i don't know the source of this beatles biopic talk. but i'm here to say, jack lowden as paul mccartney, please???

i mean he can even pull of the beloved mcbeardy look

i caught the likeness a while ago and if we're talking biopics... please make this happen

[shredsandpatches]

tfw you are like "okay, the post about the cringey fandomification of classic lit and the use of glib queer readings to justify ignoring misogyny and racism in canon texts is not actually about you" and then you remember there's a scholarly article about this that cites your fic.

It's a very bad article that is extremely ignorant about fandom and doesn't actually support its case with anything but assumptions about who Does Fandom and why, no real reference to any actual text--I could one million percent think of absolutely devastating critiques of my own work that are better than what this article came up with--but still. Doesn't help with the whole "well, if something makes you feel bad it's because you know you're guilty" thing.

[lindwurmkai]

My sideblog @shumiaomiao is truly thriving.

[astrxealis]

hi apollo's daily updates on their life (for oct 31)

I FUCKIN GOT MY FAVORITE BOOK THAT I WANT TO READ!!! paradise lost & paradise regained. i've been waiting for this day since 2020. holy SHIT

we also got dante's inferno (DEVIL MAY CRY FUCK YEAH) and PHANTOM OF THE OPERA !!! AND THE TEMPEST. my nerdy lil book-loving heart is so happy

today has been such a great day tbh bcs i also saw someone wearing my same shirt (ffxvi <3) and i look super cool (as always tbh #selflove) and we got two stuffed toys ... i got a lil husky dog and his name is now eustace or estinien. gbf and ffxiv my beloveds

[fadingpi]

God i hate the new narrator voice in the dubs of the Horizons intro, the original german narrator is so nostalgic to me and i dont understand why they changed it, especially cause the japanese version still has the narrator from the previous seasons so its just a dub thing

[returnofahsoka]

voice actingggggggg

[aemondwhoresworld]

ELOWEN’S SECOND VISIT

a drabble & part of: y/n, ewan and elowen mitchell

summary: elowen returns to the house of the dragon set with you and ewan, eagerly awaiting a reunion with her favorite “uncle” tom glynn-carney. while it’s her second visit, the experience is just as magical as the first, filled with love, warmth, and playful interactions with the cast. elowen’s bright energy lights up the set as she bonds with the actors and crew, especially her beloved uncle tom.

warning: english is not my first language. pure fluff, contains overwhelming amounts of cuteness.

Elowen’s excitement was palpable from the moment you mentioned she’d be visiting the set of House of the Dragon again. Her little feet barely touched the ground as she bounced around the house, eyes wide with anticipation. She clutched the small dragon plushie Ewan had given her from the last visit and couldn’t stop asking when she’d see “Uncle Tom” again. Tom Glynn-Carney, the actor who played Aegon Targaryen, had quickly become her favorite after their first meeting, much to Ewan’s playful chagrin.

You smiled as you gathered her things, watching as she practically danced around the living room in excitement. Ewan, already dressed and ready to go, leaned against the doorway with a grin, arms crossed. “She’s more excited than the first time,” he noted, glancing at you with a wink.

“I think it’s Uncle Tom’s doing,” you teased, shaking your head.

Ewan chuckled. “Of course it is. She’s his biggest fan.”

With Elowen finally ready and everything packed, the three of you made your way to the car. The entire drive to the set was filled with Elowen’s chatter about dragons, knights, and her favorite “pretend uncles.” She even hummed the House of the Dragon theme song as you drove, occasionally asking how much longer until she got to see Tom. You and Ewan exchanged amused glances but couldn’t help but get swept up in her enthusiasm.

When you finally arrived on set, Elowen’s excitement only intensified. The massive castle walls, dark banners, and smoke from the props made everything feel larger than life. Ewan lifted her onto his shoulders, giving her a better view of the bustling scene below. As the cast and crew went about their work, Elowen waved happily, her little hands high in the air.

“Look, Mommy! Daddy!” she exclaimed, pointing toward the familiar sight of the dragons on set. “Dragons!”

“Yes, sweetheart,” you laughed, resting a hand on Ewan’s arm. “But we’re here for someone else too, remember?”

At that moment, a voice called out behind you, one that Elowen immediately recognized. “Is that my favorite little Targaryen?” Tom Glynn-Carney strode over, a broad smile on his face. He was dressed in his regal Aegon attire, which only added to the magic in Elowen’s eyes.

“Uncle Tom!” Elowen squealed, wriggling in Ewan’s arms until he set her down. Without missing a beat, she darted toward Tom, who crouched down just in time to catch her in a big hug.

“Well, hello there, princess,” Tom chuckled, lifting her up and spinning her around gently, much to her delight. “I’ve missed you!”

Elowen giggled, clutching her dragon plushie tightly in one hand while resting her head on his shoulder. “I missed you too, Uncle Tom! Can we play dragons today?”

Tom feigned deep thought, raising an eyebrow. “Hmm… I think I can make that happen.” He glanced at you and Ewan with a playful grin. “Mind if I steal her for a bit?”

Ewan, ever the protective father, crossed his arms with a mock-serious expression. “Only if you promise to return her in one piece.”

“Deal,” Tom laughed, holding Elowen up like she was flying. “Come on, princess, let’s find some dragons.”

As Tom carried Elowen toward the set, a few other cast members noticed and waved. Emma D’Arcy, who played Rhaenyra, approached with a warm smile. “Well, if it isn’t our little visitor again,” they said, their eyes lighting up as they saw Elowen.

“Hi!” Elowen waved back enthusiastically from Tom’s arms, clearly enjoying all the attention.

Emma ruffled her hair gently. “How have you been? Are you ready to see more dragons today?”

Elowen nodded eagerly. “Yes! And I’m gonna fly with Uncle Tom!”

“Is that so?” Emma chuckled, glancing at Tom. “Looks like you’ve got your hands full today, Aegon.”

Tom smirked. “What can I say? I’m a popular uncle.”

You and Ewan stood back, watching the scene unfold with smiles. It was heartwarming to see how much love the cast had for your daughter. They didn’t treat her like a simple visitor—she was family. You noticed Matt Smith, who played Daemon, walking over next, his hands casually tucked into his costume pockets.

“Well, well, well,” Matt drawled with a smirk. “Look who’s stealing the show again.” He winked at Elowen, who beamed in response.

“Uncle Matt!” she giggled, clearly having assigned honorary “uncle” titles to all of Ewan’s co-stars.

Matt gave a mock bow. “At your service, princess. What mischief are you getting up to today?”

Before Elowen could answer, Tom chimed in, “Flying dragons, of course.”

Matt raised an eyebrow. “Flying dragons, huh? Sounds dangerous. You’d better keep an eye on her, Aegon. She might take over the throne if you’re not careful.”

Elowen, ever quick to play along, puffed out her chest proudly. “I’m gonna be the queen of dragons!”

“That’s the spirit,” Matt grinned, offering her a high-five.

As the day went on, Elowen explored the set with Tom, her eyes wide in wonder as she watched the actors rehearse scenes and the crew work behind the scenes. She was particularly fascinated by the dragons—especially when Tom lifted her up so she could “fly” with them. You and Ewan followed closely behind, content to let her enjoy every moment of the magic around her.

At one point, Tom knelt beside her, pointing out one of the large dragon props being prepped for a scene. “Think you could ride that one someday?”

Elowen, with all the confidence of a true dragon queen, nodded. “I could! I’m not scared!”

Tom smiled softly, brushing a strand of hair out of her face. “That’s because you’re the bravest little Targaryen I know.”

The rest of the visit was filled with laughter, warmth, and joy as Elowen soaked up the love and attention from the cast and crew. Even between takes, actors would come over to say hello, some offering small props for her to play with, while others asked about her day. It was clear that she’d become the little darling of the set.

As the day drew to a close, and you and Ewan prepared to head home, Elowen clung to Tom’s leg, not wanting to leave. “Do I have to go, Uncle Tom?”

Tom knelt down, looking at her with a soft smile. “You’ve got to come back soon, though, alright? You’re our good luck charm.”

Elowen nodded solemnly, and Tom gave her one more big hug before setting her down gently. “I’ll miss you, princess,” he said, his voice warm.

“I’ll miss you too,” Elowen replied, her eyes already sleepy from the excitement of the day.

As the three of you walked back to the car, with Elowen happily nestled in Ewan’s arms, you glanced back at the set one last time. It was amazing how much love and warmth surrounded your little family there. What started as just another workday had become a cherished memory, filled with laughter and love.

Elowen’s second visit to the set was, without a doubt, a magical one—and you knew it wouldn’t be the last.

[delightfullyquirkydoodles]

Okay, buckle up, friends and neighbours, because it's time for:

THE DOOPLISS DISSERTATION

(Obviously, you should take all of this with a HUGE chunk of salt, since I'm not only an internet-poisoned fandom blogger, but also a former English major with a penchant for over-reading.

Still, I spent a long time writing this, so I'd appreciate it if you gave it a read.)

So before we talk about Doopliss himself, I feel like we should talk about Creepy Steeple, since a lot of the topics I'm going to be touching on relate to the actual building.

Neither the original Gamecube version nor the Switch remake really bothers to explain what Creepy Steeple actually is.

None of Goombella's tattles say anything about the building's intended purpose. The name vaguely implies that it's a church of some kind -- in Japanese, it's called Odoron Jiin, or "Astonishing Temple" -- but that's still not very helpful.

Still, for the purposes of this analysis, I'm going to assume that it's meant to be a church.

This brings me to the Steeple's stained glass window, which shows a scary-looking Doopliss standing over some piranha plants.

From a design standpoint, I'm guessing that this detail was added to give the location a spooky vibe, but from an in-universe perspective, the implications are wild.

Like, who designed this? How long ago? And why? What the heck is it supposed to represent?

Unsurprisingly, the game offers no real answers, but I have a couple of theories.

The first is that the people of Twilight Town (or their ancestors, or something) created the window in Doopliss's honor.

Stained glass windows often depict saints or angels, so maybe the Twilighters used to worship him? Like, maybe Creepy Steeple was once dedicated to him and then, for whatever reason, the worshippers decided to leave?

It's not super likely, but I didn't want to rule out any possibilities. This is a weird freaking temple. Literally anything is possible, as far as I'm concerned.

My second theory is that Doopliss designed the window himself. He seems like a guy with a lot of spare time, so it's not too much of a stretch to say that he came up with the idea and then spent weeks building it by hand.

He could have also bullied the Boos into constructing it for him. I dunno. I just have this mental image of him pulling pranks on them and generally being a nuisance until they caved.

The bottom line is someone wanted to Doopliss's face to be front and center. And if that someone is Doopliss himself, then hoo boy, there is a lot to unpack here.

Maybe I'm projecting, but it feels like Doopliss is wrestling with some major self-esteem issues.

Despite being an incredibly powerful shapeshifter who somehow cursed an entire town, he seems very childish. He spends all his time watching TV and coming up with new jokes. He throws tantrums when he loses. He wears a party hat, of all things.

Based on that, I'd say that he's probably starved for attention. He's probably pretty lonely living in Creepy Steeple all by himself (doubly so if my theory about the Twilighters is correct).

I'd even go so far as to say that his scheme to turn the Twilighters into pigs is motivated by this need for attention. I mean, what better way to get people to notice you than to cause a town-wide panic?

I feel like the disguises he uses over the course of the main story also support this theory.

Though Mario, Zip Toad and Professor Frankly are quite different from one another, they all have one important thing in common: they're famous. Mario's a world-renowned adventurer, Zip Toad is a well-known actor and Frankly is a tenured professor whose students love him.

Doopliss even alludes to this after stealing Mario's body, telling him, "You're so popular around here! I just love being you!"

By transforming into beloved figures, Doopliss can get the attention he craves.

I also think that this is why he joined the Shadow Sirens. Sure, Beldam abuses him almost as badly as she abused Vivian, but at least she notices him. That's better than nothing.

The most conclusive piece of textual evidence is found in the epilogue. In her letter to Mario, Goombella explains that Doopliss has joined Flurrie on-stage in her production of "Paper Mario".

Obviously his shapeshifting abilities make the play a lot more realistic, but why would he bother participating in it at all? This guy was a villain for most of the game. Why would he suddenly decide to join up with one of his enemies?

Because, as far as I can tell, he's not a villain. Just a guy who's sick of being ignored.

I dunno. Doopliss's motivations have never been super clear, but I feel like there's more to him than meets the eye.

If you have any thoughts or ideas of your own, feel free to comment. I'd love to hear your thoughts on this.

[lurkingshan]

The Miracle of Teddy Bear Saved the Gays

Last weekend, both @twig-tea and I had time off and were in the mood to binge something, so Twig suggested we finally watch The Miracle of Teddy Bear. Both of us had missed it while it was airing live (because it didn’t have international distribution) and had been given the impression by others that it had a sad ending that included some anti-queer messages. It was also very long, so we were not exactly rushing to get to it. But we are stubborn and like to judge things for ourselves, so we decided since we had the time and the show was now available, we should jump in. And imagine our surprise when we found out everything we had been told about it was wrong (we have our theories about why). This is one of the best queer dramas we have ever seen, with phenomenal acting, writing, and direction, and we have so much to say about it. The post that follows is co-written by the two of us. Strap in, folks, because it’s a long one.

If you haven’t seen this show yet and don’t want any spoilers, stop reading this right now and head over to YouTube, where international fans can now watch it for free with English subtitles. We’re going to go deep on the show below, and because this drama is designed to slowly reveal information in a very deliberate way, nearly everything counts as a spoiler. We’ll try not to give too much away in the early sections, but be warned!

The Story

The Miracle of Teddy Bear is the tale of a deeply traumatized gay man in desperate need of healing, and the teddy bear who comes to life to help him. In the process of taking care of his person, our bear uncovers deep family trauma and many secrets and lies, accidentally solves crimes, makes lots of friends, heals a family, and saves several lives. He is a very good bear, and through this adventure he contemplates his own existence, learns how to be human, and discovers what it means to truly love someone. 

This is primarily a family drama with important things to say about queer truth, and while it includes several bl storylines, it is not a romance. Intertwined with the family drama is a bl show within the show and a series of interrelated mysteries that slowly get unraveled as the story goes on. One of the things this show does best is parcel out information from various perspectives at the perfect time to keep the viewer one step behind—we found ourselves constantly almost guessing what the show was going to do next, but it always chose a direction a little to the left and surprised us in the best way. 

In the end, every question we asked was answered, and every time we thought a character’s motivation felt a little too shallow, we were given more. The experience of watching this show was deeply satisfying and really made us feel seen. This show gets us. 

The Characters

The Bear: Tofu

Tofu is the titular teddy bear who comes to life via drama magic and does his best to support his person. He starts the series incredibly innocent, and the show and his actor, Inn Sarin, do an incredible job of depicting the change in him as he lives life as a human, becoming more complex and less naive. Tofu is the heart of the show, and it is his love and kindness that enable the growth of the other characters in this story. 

The Core Family: Nut, Na, and Kuenchai

Nut is our protagonist, and his struggles with life as a gay man are the soul of this story. He lives with his mom, Na, and their dog, Kuenchai, and Tofu is his beloved teddy bear. Yes, Nut is a cranky ass grown man with a beloved teddy bear. It will make sense eventually, we promise. Nut is a bl novelist working through old trauma via adapting his work for the screen. Na is a woman who has been Going Through It, and while we start the story with only the vague sense that something is not quite right with her, we spend a lot of time on her history as well as her growth in the present until we get the full picture. The way Nut and Na’s stories are tied together gets to several of the core themes of this show (discussed more below). 

The Sides: Gen, Song, Prib, and the nosy neighbors

Our cast of friends and allies who support Nut and Tofu and have romantic trials and tribulations of their own. Without giving too much away, we’ll just say this: all of these characters have satisfying arcs, and some of them may have caused us to squeal in delight. 

Specters of the Past: Neung and Tarn

Telling you literally anything about them is a major spoiler so just know they are here and they are important and you will fully understand why and how by the end. Oh yeah, and Neung looks exactly like Tofu (or should we say Tofu looks like Neung?) for Reasons (which are explained! We love this show).

Villains: Saen, Sib, Jan, and Parit

Expect these four to show up often and cause a lot of trouble. Their motives and exact crimes are revealed over the course of the show.

Other Elders: Anik, Juea, Kanya and Sittha

They are mostly here to serve a few key plot functions and represent a spectrum of parental figures (related by blood and not) and acceptance of queerness.

And we cannot forget: The inanimate objects

In this show, inanimate objects can come to life under a certain set of magical conditions, and they are Tofu’s friends and helpers along the way. Some of their stories are shockingly touching! They also add some needed levity to the show, especially the grumpy ones. Special shoutout to the cactus and the spare blanket, our crime solving MVPs. We have to admit, the animation for these took a bit of getting used to, but within a couple of episodes we were cheering these creepy blinking eyes on. 

The Themes

And here is where we start to get into spoiler territory about specific character arcs. This show had so many clear and well-articulated themes, and they stayed consistent throughout the story.

Queer people can be happy

This is stated explicitly as well as demonstrated through multiple storylines: gay men can love each other, have good relationships and fulfilling sex lives, and get their happy endings. Those who argue that people should fight against their queerness because it will make their lives harder and keep them from happiness are not just wrong, they have it backwards. 

Queer people can only be happy by living their truth

This is perhaps the main thesis of this show, and it comes across in so many ways over the arc of the story. We see this theme exemplified in particular through Nut, Tarn, Song, and Gen, with each of them representing different versions of the queer experience that shape who they are and how they show up in the world. Even before the story tells you, it’s clear what kind of experiences each has had from his relationship to his own queerness and his general demeanor and outlook on life. Nut has survived an abusive homophobic father, and that shows up in his anger, his self-protective rejection of others, and his struggle with emotional regulation. Gen has been raised by loving and accepting parents who support his choices in all ways, and this shows in his good humor, balanced perspective, and confidence to be himself. When we say good media should show, don’t tell us its point, this is a fantastic example of what that means. 

Accept and love your queer children or pay the price

Relatedly, this story is very interested in the consequences for parents who fail their queer children, and explores a whole spectrum of acceptance from enthusiastic support to negligent ambivalence to misguided suppression to violent bigotry. We see so many different parents and parental figures react to learning about their gay sons and gain insight into them by how they respond—and only the ones who manage to get it together to love and support their kids get to keep their families. Critically, the adults who fail their queer children are convinced they’re acting in their best interests at the time, and we are along for the ride as the redeemable ones go through the stages of first admitting they were wrong but still thinking their intentions justify the pain they caused to fully acknowledging the damage they have done and making amends. 

Be patient with others, you never know what they’ve been through

That said, the show also invites us to stop and consider what might be behind aberrant behavior before judging it. Tofu is unfailingly patient with others, and even with the worst people in this story, he always seeks to understand why they are behaving a certain way before giving up on them. The show slowly and methodically reveals information that recontextualizes things we thought we understood and encourages us to keep digging for empathy and missing context. People in this story behave very badly and make a lot of mistakes, but a lot of it becomes more understandable once you have the full picture.

Unprocessed trauma will prevent you from healing and cause you to perpetuate harm on others

Speaking of bad behavior, so much of what’s wrong in this story is driven by unprocessed trauma of one sort or another. Nut’s anger is at its core a deep hurt from being betrayed by the person he trusted most to be on his side. Na’s refusal to live in reality causes her to continue to hurt herself and her son. Saen’s denial about his own actions leads to far-reaching consequences he could not imagine. And the healing process depicted in the show is not linear; people who have made mistakes in the series make them more than once and advance and regress as the situation around them changes. 

People are responsible for their own actions and inactions

And while the show is clear that trauma is the source of the bad behavior of these characters, it is also clear that this is not an excuse. Everyone in this story is held to account for the things they do, as well as the things they don’t, no matter how understandable their reasons are. The people who refuse to heal face serious consequences in addition to seeing the damage their unprocessed trauma causes others. 

Noble idiocy leads to everyone being unhappy

One of the biggest sources of said unprocessed trauma in this story is characters making self-sacrificial choices for the ostensible benefit of others and bringing misery to everyone in the process. We love a drama that recognizes noble idiocy for the selfish and destructive act it truly is and clearly says you have to communicate with your loved ones if you don’t want to make a mess of everyone’s lives.

You can’t appease an abuser

No amount of hiding who you are or making yourself small will convince an abuser to treat you better or guarantee your safety. This theme is most obvious in the main storyline between Nut, Sib, and Na, but Jan is another example of a manipulative and emotionally abusive character who other characters continually try to play nice with, to no avail. She takes every opportunity to be cruel, whether the person she’s talking to is kind or combative in return. The show reinforces that abusers will always find an excuse to justify their behavior; changing yourself for them is pointless. 

Love is wanting the best for someone, even if that means letting go 

This is really the show’s core point where romance is concerned: being with you may not actually be what is best for the person you love, and if your love is true you have to accept that. The people who could not see this—Saen and Jan—were the ones who continued to cause harm to their loved ones and themselves, while the characters who honestly worked towards the happiness of their beloveds even if that happiness was not with themselves—Tofu, Tarn, and eventually Prib—were rewarded by seeing that happiness play out and ended our story truly content. The MVP of this theme is Tofu, whose pure teddy bear love for his person became more complicated and selfish as he became more human. But in the end, he held to the truth at his core that Nut’s happiness was his happiness.

You can have more than one great love, and one doesn't tarnish the others

Which brings us to one of the most beautiful takeaways from this show, and something that dramas so rarely do well. Nut loves two different men, neither more than the other, and he never chooses between them. They both hold important meaning in his life and he honors that whether they are with him or not. When Nut is with Tofu, he remembers his past love with fondness but he is clear that these memories do not make his love for Tofu any less real. A lesser show would have had those moments where Nut was thinking about his past cause him to distance himself from Tofu. But in this show, Nut sharing his past and working through his lack of closure was when he and Tofu had some of their closest and happiest moments together. This show is extremely clear that we can have happiness with more than one person over the course of our lives, and it is not only okay but encouraged! 

The Resolution

From here, we will be talking about the ending, and so by necessity will no longer be avoiding major spoilers. If you’re intrigued by the above and want to avoid being spoiled fully, stop now! One of the things that is so brilliant about this show is the way information is slowly revealed, so if you think you would like this show we recommend experiencing it for yourself. If you’re still not convinced and need to know the ending before you decide, read on. 

In our view, this story ends exactly as the show signals it will from the very beginning—and the way it should—and the ending is unambiguously a happy one. Tofu realizes that he and Tarn’s life forces are tied together, that it was Tarn going into his coma that caused him to awaken, and that as long as he continues to live as a human, Tarn will not recover. We and the characters have come to love Tofu in his guise as a human, but the truth is he does not belong there—he is a teddy bear, and for him to stay by robbing an actual human being of their life would be wrong. The story took pains throughout to show us how tenuous and restricted Tofu’s existence is, because he is not a real person and thus can’t live a full life (for example, he can’t get a job or safely leave the house because he doesn’t have documentation or any life experience). We also see Tofu struggle so much with the added complexities of the human experience that he becomes ill with overwhelm multiple times. He repeats to us through the whole story that all he really wants is to be a comfort to Nut. While he finds value and joy in being human, it does not change who he is at his core. And so he allows himself to be poisoned by Jan, sacrificing his human existence to bring Tarn back and exposing Jan and Saen’s crimes in the process. 

With this decision, the other characters get the chance to mourn him and move on. Nut grieves, finally makes the connection between human and teddy bear Tofu, goes to therapy (!), makes peace with his mother, and writes his love story with Tofu as his next show. Tarn wakes up and begins his recovery, and he and Nut slowly reconnect and rekindle their relationship over time. Na finds joy in her lucid moments and enjoys time with her family, finally free of the hell Saen and Sib unleashed on her life. Gen and Song get their happy ending with acceptance from Song’s dad, and Prib’s fixation on gay men becomes clear when her new female love interest enters the scene (let’s go, lesbians!). We get confirmation that the nosy neighbors are, in fact, an elder gay couple. Even Kuenchai and some of the inanimate objects have character arcs! Kuenchai is instrumental in making sure Nut is reunited with bear Tofu, and we get to see a slipper gain some independence from her other half and a grumpy bolster cuddle in to comfort her people when they need it.

We end our story with several happy families who love their gay children and a call for marriage equality via Nut and Tarn deciding to marry whether it’s legal or not. Tofu is a bear again but his human life is very much not forgotten—Nut speaks to him every day, honors the love they shared, and talks about him openly with Tarn. And we even hear from Tofu again, see a final moment between him and Nut in a beautiful dream, and are reassured that Tofu is happy to still be with Nut in his original form and to see him living so well. It’s everything he wanted, and he made it happen. He truly is the very best bear.  

The Purpose

We wanted to take some space to get a little extra meta and talk about why this show matters so much in the broader queer media landscape. First, it was a landmark queer television event in Thailand—please read this post by @flowerbeasblog to get the background on its significance in the cultural landscape. This show was broadcast very intentionally to educate and send a message to a broader audience in Thailand than is typically reached via bl dramas. And that’s why understanding and taking its themes seriously is so very important.

This is a story that is deeply rooted in queer truth, written by a queer man who wants people like him to be seen and understood. The show puts forward an unapologetically pro-gay message on broadcast television (on a major national network! during primetime! that does not shy away from the sexual component of queer love!) and embeds important political commentary in a fantastic and engaging story in a format familiar and comfortable for the Thai audience. It’s not meant to be received as a romance, and its nuanced and mature take on love and relationships is certainly not designed for ship wars. The writer even turns directly to the camera and underlines this in the final episode: while he respects the importance of bl in the media landscape, he has a bigger agenda in mind for this show and important things to say.

And that’s why some of the discourse around this show is so frustrating. A small portion of international fans who watched this show live seemed to misunderstand it deeply and created such a false impression of it that it caused others to stay away. Contrary to some of the takes out there, this show does not have a sad ending, Tofu’s resolution is not remotely anti-queer, and there is no woman who ends up with Nut (we are so confused that this was anyone’s interpretation; Nut at every age and several times within the show explicitly shouts about how very extremely gay he is). To see this story as a tragedy because Tofu “dies”—which he doesn’t; his human body disappears but he returns to being a conscious and content teddy bear—is to misunderstand Tofu’s character journey, his narrative purpose, and his agency. We can only assume that shipping got in the way of comprehension here, and people who wanted to see human Tofu and Nut end up together focused on that to the exclusion of pretty much everything this show was saying and doing.

At the end of this story, Tofu is happy. To think that Nut was better off with Tofu than with Tarn is to not allow for the complexities of human experience; Nut did love Tofu, but he loved Tarn, too, and their relationship was a positive force in his life both before and after Tofu entered it. And Tarn was an actual gay human man in a coma who could not wake up while Tofu existed. Tofu was the creation of Tarn’s love for Nut; his existence was limited, and he found being a human extremely difficult. All Tofu wanted was to be Nut’s teddy bear and stay with Nut forever. He wanted Nut to be happy, because Tarn wanted Nut to be happy, and during his time as a human he worked to enable that happiness. He was instrumental in moving forward several stuck characters and uncovering many secrets, all of which were necessary for Nut to get to where he ends up at the end of the show. Being in a relationship with Nut was a bonus. He enjoyed the experience of being in love with Nut, but in the end he chose to sacrifice his human life so that Nut could have a permanent, lasting happiness with someone who was real. Tofu’s human death is not an example of the bury your gays trope; in fact, it is a total rebuke of it. Tofu, and this show, saved the gay men in this story and gave them full and happy lives. We cannot recommend watching and supporting this show enough.

[pharawee]

Yoon Phusanu my beloved never disappoints and has indeed hired a gaggle of lawyers to go up against Y.Entertainment.

You can watch his whole press conference (with English subs) here.

It includes highlights such as:

Yoon would like to be fairly compensated because he has to provide for his family. His family are seven cats. He's brought pictures.

He's now officially gone freelance and Y.Ent are no longer allowed to use his name.

Yoon hasn't been paid in a very long time, even though he's tried to negotiate and reach an agreement. He's tired of having to run after his money.

He's "only" owed about 100.000 baht (~2.555€ / 2772$ / £2,192) but Yoon's lawyer states that this is a systematic problem and lots of actors in Series Y (Thai BL) aren't fairly compensated. Several actors have reached out to him personally. He also says that he doesn't put blame on the companies because Series Y is a very competitive field. Still, young actors should be careful about who they work with and stand up for themselves if they aren't treated fairly.

They're showing pictures of Yoon's cats again. Yoon has to provide for them, after all:

Yoon doesn't have acting work lined up right now but he's actively looking for new projects and is in talks to join a new agency.

I'm not sure if this only affects Yoon or the other actors who are owed money by Y.Ent as well but apparently the cut-off date for payment was 11 March. He was offered money after that date but didn't take it because he already knew that he wanted to terminate the contract. Apparently, he had been with Y.Ent for over 4 years and the contract was supposed to be a six year contract (I'm not too sure about this one since the subs are terrible and so is my Thai lmao). Because he's been with them for so long, the whole thing pretty much blindsided him.

Yoon's mother is supportive of him acting in Y Series.

Many other Thai BL actors have talked to Yoon about being treated unfairly and he wants to spread awareness about that.

Apparently, Y.Ent never stated a reason for not paying him. They only told him that he'd be paid at a later date.

Yoon's lawyer says that he has every right to sue but for now he only wants to negotiate. He again urges young actors to thoroughly check who they're working with.

Yoon is asked if this disagreement will cause him problems with other companies down the line but he says that he doesn't believe it will negatively affect him as he's trying to solve the issue peacefully.

Yoon's lawyer again says that actors should read their contracts very carefully. Some contracts don't give the actors any rights but only duties. They might then have to hire a laywer to be able to break contract.

Yoon then says that sometimes he wasn't sent the script before filming and when arrived on set all he'd be given was an old brief that he'd already read. He was then asked (by other crew etc) if he'd practiced his lines which of course he couldn't. This embarrassed him.

The lawyer also adds that there is often a discrepancy between the number of episodes in a series and queues for a shoot. I'm guessing that he means that the actors won't realise that they actually have to work more hours for less money (since compensation seems to be based on episodes rather than hours worked?). This is very difficult to renegotiate and almost no actor in their 20s can afford to settle this in court.

This isn't the first time Yoon has spoken up against the mistreatment of himself and other Thai BL actors in the industry and I'm so glad he has the means to stand up for himself when so many other actors obviously can't.

Fans are so quick to blame bad shows and weird behind-the-scenes stuff on the actors themselves when in reality it's so often due to mismanagement and mistreatment. Imagine not even having a script on shooting day (yes, I'm aware this is common practice in soap entertainment but these are rookie actors without the experience and support that seasoned soap actors have - also in this case it seems to have surprised even the crew on set). No wonder things were awkward in Unforgotten Night. Do you really think actors who don't have a script get to practice and negotiate their intimate scenes together?

And judging by what Tor Atagorn has spoken up about recently (and many other actors have alluded to in the past) this is only the very tip of the iceberg, with young and inexperienced actors deliberately trapped in contracts that they have no way of getting out of on their own.

Yoon's lawyer urged young actors to be more aware of who they're working for in order to better protect themselves. In a similar vein, BL watchers should ideally be more aware of whose shows they're watching and what companies have a shady track record.

If nothing else, do it for the cats! These actors have children they need to provide for, after all!

[arimiadev]

why does aniplex want mahoyo to fail

I love visual novels. being a long time fate/stay night fan and only having heard of mahoyo from hushed whispers about its cinematography, I was super invested when it was announced to be coming to the west and I could finally play an official version of it.

however, a lot of people interested in type-moon works had never heard of mahoyo, let alone it getting an official english translation. but how? aniplex is publishing the game and they're one of the largest anime distributors in the world.

with the console release of mahoyo being almost exactly a year ago and the steam release being just 10 days away, I want to look over some of aniplex USA's bizarre and nonexistent marketing for one of my favorite visual novels.

let's clear up a few things, first.

mahoyo is the shortened form of mahoutsukai no yoru (not to be confused with mahoutsukai no yome, i.e. the ancient magus bride), which has been localized as witch on the holy night. mahoyo was a linear non-eroge visual novel released by type-moon in 2012, being one of the first scripts kinoko nasu (co-founder of type-moon) wrote back in 1996 and adapted into a VN many, many years later.

in April of 2022, a console remaster (switch, playstation 4) was announced with HD assets and voice acting, to be published by aniplex. notably, this console release would contain an english translation and was later confirmed in June to be sold in the west via online retailers. this was huge news, as this meant mahoyo would be the first type-moon visual novel (not including gameplay-oriented titles like fate/extella or fate/grand order) to be officially released in the west, as despite numerous fan translations, their more recognizable visual novels tsukihime and fate/stay night still had not received a localization.

type-moon is the developer behind mahoyo and aniplex is the publisher, meaning that type-moon made the game and aniplex is in charge of distributing (and marketing) the game worldwide.

timeline:

April 11 2022: Mahoyo rerelease announced for consoles (Switch & PlayStation 4), including English translation

July 4 2022: Aniplex confirms Mahoyo will be available to the West, localized under the name Witch on the Holy Night

October 14 2022: 2nd trailer released, more voice actor info announced

November 3 2022: physical pre-orders launched, demo version available

November 18 2022: Aniplex attends Anime NYC with Mahoyo

December 7 2022: Mahoyo released digitally on Switch / PlayStation 4 (Dec 8th in Japan, Dec 7th in America)

December 12 2022: Mahoyo reaches 110k units sold worldwide

January 27 2023: Mahoyo physicals release

July 5 2023: Mahoyo reaches 150k units sold worldwide

September 10 2023: Mahoyo announced for Steam via a now unlisted Aniplex livestream

December 13 2023: Mahoyo will be released on Steam (Dec 14th in Japan, Dec 13th in America)

some of the dates might be a little fuzzy, especially the release dates, as some sources go by japanese time and some go by american timezones, so just be aware of that.

now, let's talk a bit about mahoyo itself.

mahoyo is a masterpiece. it's a niche game not meant for everyone. its cinematography is top notch among visual novels. its writing style can be off-putting to people who want faster-paced stories. it's one of my most beloved visual novels I've ever played, and I've been in this field for almost a decade and have played well over 100 VNs.

mahoyo is a completely linear visual novel—meaning it has no choices or gameplay—that follows aoko, a high schooler mage trying to balance her perfect school president facade with her secret life as a mage, something she has to keep secret at the risk of death. this is one of the lesser known type-moon works but it's well beloved because of the care put into it.

if you've ever heard someone talk about it, it's almost impossible for them to not mention the visuals. mahoyo is one of the most visually impressive visual novels I've ever seen, with its inspired use of artwork and in-game animations. I cannot recommend this VN enough if you like modern fantasy and don't mind linear VNs.

before we dive into aniplex USA's marketing, I want to clarify a few marketing terms for people who don't market visual novels as a job. marketing is not just advertising—it's everything related to how a product communicates with potential users, including its branding, its packaging, its everything. when marketing a game, you have several different avenues: social media, press & influencers, trailers, store pages, and more.

today I want to show you how, based off what I have researched after a long, manic day, aniplex USA has failed mahoyo on all of these accounts.

so let's go back to its western release.

mahoyo has a few official english channels:

website

twitter

facebook

aniplex also has an official english twitter with almost 500k followers where they shared mahoyo very rarely—only 9 tweets about the game ever.

well, surely their other pages are more maintained right—

both accounts stopped posting July 10th/11th, with their last post being about mahoyo going on sale on consoles. let's look at their posts prior to this, though, starting with the twitter.

we can see that the twitter account was made in december of 2022. if we scroll down far enough (it's not hard, given they only have 33 tweets), we can see that their first tweet was on december 6th 2022:

let's go back to our timeline. can you tell me when mahoyo's remaster released digitally?

yes they made both of the english mahoyo social media accounts the day before the game launched

we can very easily add up the entire social media posts for the game thus far:

mahoyo english twitter - 30 tweets and 3 retweets

mahoyo english facebook - 27 posts

aniplex english twitter - 9 tweets

aniplex english facebook - 2 posts

no other english social media accounts were tied to the website, so these are the only ones I looked at. this means in total, there were only 68 social media posts for the console release of mahoyo by the publisher for english audiences.

but what about the steam release? after the game sold over 150k+ units on consoles, surely aniplex was ready to market it a bit more for pc users—

neither account has made a post about the upcoming steam release.

if we look at the twitter, they have 3 tweets since July that do talk about the upcoming steam release- however, these are retweets from the japanese mahoyo account.

we know that this twitter and this facebook account are the official social media for mahoyo as they're linked on the website, so they're definitely meant to be followed for game updates in the west. well, maybe the english aniplex twitter has posted about it—

none of the english aniplex or mahoyo accounts have made a single post about the steam release

that's right, the social media posts I counted above are the only posts for mahoyo on their english accounts, all dating back before the steam release was announced. since then, they have not made a single original post even mentioning the steam release.

meanwhile, the japanese mahoyo twitter has been hustling hard to promote the upcoming steam release—reposting trailers, character bios, and more almost every day with pretty good numbers.

in fact, the japanese mahoyo twitter did such a good job at marketing it that the aniplex USA twitter never mentioned the english mahoyo twiter, instead only @ ing the japanese one in tweets (despite the english one being linked on the website).

why they even bothered making social media accounts and then not running them despite being one of the largest anime distributors in the world I have no clue.

well, maybe they didn't need to rely on social media presence. maybe they were going for the in-person approach and marketing it at conventions.

mahoyo had basically no anime convention presence

the only reference I can find to aniplex notably promoting mahoyo at any western convention is this tweet of them at anime NYC. from someone who was at anime NYC, I've been told that they pushed the game heavily at their booth with TV screens promoting the game.

however, anime NYC is only one anime convention. you cannot hope to sell a game by just attending one anime convention. mahoyo might have had a presence at other american conventions, but I'm unable to find any images or news about this.

maybe they don't understand type-moon

aniplex is the publisher for fate/grand order, one of the most successful mobile games ever created. they're also the distributor for a majority of type-moon related anime, ranging from fate to garden of sinners to side series. aniplex's marketing team should have lots of experience with type-moon properties.

maybe it was promoted in other aniplex titles

I was also unable to find a news post in fate/grand order related to mahoyo's release, despite news posts for other type-moon series (namely fate but also things like melty blood) getting news posts in fate/grand order. I might've missed the news posts when looking back through FGO but I don't believe there was one.

maybe it sold well in other regions but not western ones

(I'm going to be referring only to the console release for these stats, keep in mind)

mahoyo released December 7th/8th 2022 with an english, japanese, simplified chinese, and traditional chinese translations. at the end of the release week, mahoyo's japanese twitter announced the game had sold 110k copies worldwide and famitsu reported that 66,344 of these units were sold in japan. this means we have around 43k units unaccounted for.

we know the game was available in english, japanese, and chinese languages but we don't know what regions. mainland china has a very large visual novel playerbase (I say this as someone who sells visual novels), which means if it were sold there then it's easy to say that a big chunk of that 43k units could be attributed to them—this also means it would be easy to believe that aniplex saw mahoyo selling worse in western countries and took this as a sign to not promote the game any more there.

but was it ever sold in mainland china? from what I could tell—no.

looking at pricing charts for the nintendo eshop and the playstation store, china is not listed on either. furthermore, searching the game's chinese title on the chinese playstation store does not bring back any results. it looks like the only predominantly chinese-speaking regions that were able to buy it are hong kong, taiwan and possibly singapore (the playstation store page for it doesn't look like it's available for purchase anymore).

so what does this tell us?

without any other numbers it's hard to tell how many of the 43k launch week sales came from english-speaking players, but even if we conservatively say that only around 20k of the 110k launch week units were from western countries, that's still almost a million in revenue (and remember, the physical limited edition of the game was available in english for $60, which is $20 more than the digital base version).

maybe the store page is so good they don't need to market it

here's a little secret: store pages matter a lot more than you'd think. there are entire job positions dedicated to tailoring store pages (like a steam game page) to make it perfect for the game's target audience. there's a science to it that includes the artwork, descriptions, tags, screenshots, and more.

let's see what aniplex did for the steam page of mahoyo.

A tale told with vivid colors and rich sound in a classic TYPE-MOON visual novel.

I don't know how to describe this short description charitably other than to say it sounds like a person who's never heard of a visual novel has been tasked with describing a visual novel.

this tells me nothing about the game other than it's a visual novel. I hope you know what type-moon is, because if you don't then you've learned nothing else from this. alright, well, let's look at the screenshots—

there's only 1.

currently as of writing this, there's 10 images uploaded as screenshots (no trailers, they keep adding and removing the trailers for some reason). 9 of these images are just the full artworks from the game while 1 is an actual screenshot.

I really hate this, as you're not actually shown what the game looks like unless you look at the very last screenshot. this will absolutely lead to some people not understanding what they're getting into. what's worse is that some of these CGs are spoilers, especially one in particular featuring my wife touko.

why are we spoiling people instead of showing them screenshots? why not show people what mahoyo actually looks like??

there's also absolutely no use of the announcements section on steam. each game on steam can post announcements related to the game, including upcoming releases, new updates, and more. it's customary to post a steam announcement when a game has a release date announcement. mahoyo's steam page has none.

well they probably released the trailers in english for hype

I wish I had that much hope.

on mahoyo's english website, all of the videos listed are from the official type-moon youtube, which is their japanese channel. type-moon went through the effort to translate these videos. aniplex didn't upload these to their own youtube, where they already upload everything related to the fateverse and nasuverse.

searching up witch on the holy night brings up no results for the trailer—aniplex never uploaded the trailer to their channel.

maybe they got influencers to play it

according to steamdb, the max amount of viewers mahoyo streams have had on twitch was 71 viewers.

furthermore, if we check twitch and look for vods attached to mahoyo, we only find 4 videos total, all of which were posted in the past week. it looks like they didn't even reach out to streamers to play the console release, much less pay them.

over on the press side, it does look like they reached out to at least a few reviewers. for example, on the review by noisy pixel, they clarify that a review copy was provided by the publisher for review purposes. we can add that to the bare minimum of marketing—reaching out to press.

however, they did get for some other influencers to share the game! ...twitter game sale influencers, that is.

there's actually a lot more of these types of tweets for mahoyo than I was expecting when I searched it on twitter. as a friend pointed out, just because it says "#ad" doesn't necessarily mean these were paid for by aniplex—a lot of these links look to be referrals, which means they're getting a cut of any purchases.

let's recap

mahoyo released over 110k copies in the launch week for it's worldwide console release despite very, very limited marketing efforts from its publisher aniplex. now that the game has proven it can sell very well despite being a lesser known linear visual novel, aniplex has done no marketing for the steam release- no tweets, no influencer outreach, no localization of trailers, no announcements via steam, nothing.

so why?

why does aniplex want mahoyo to fail?

even after all of this, I still do not know why. to me, it's clear that the marketing team at aniplex were (most likely) given no budget for this game and just couldn't do anything with it, deciding to spend what little money they had on press outreach and an anime NYC booth.

but why? why didn't aniplex give them a budget, even a small one? why was their budget so tiny they couldn't even afford to tweet? to RT more posts from the japanese twitter? to share the already translated trailers to their own accounts?

I've heard a few excuses like "type-moon hates western fans and probably caused it" but this doesn't make any sense either. why would you authorize a translation of your game and allow your publisher to sell the game overseas but specifically make them not market the game (and what publisher would agree to that)? I've even heard excuses like "they just forgot it was coming out", to which I ask "how does an entire marketing team (a company the size of aniplex absolutely has a team(s) for marketing and not a singular person) forget a release for a game that's already sold over 150k copies?". the only excuse I've seen that I somewhat buy is that they did not have much faith in the game and relied almost entirely on fans doing word of mouth marketing for the game.

I don't think we'll ever get an answer. while I do believe the marketing team at aniplex was most likely given no budget for mahoyo, it still begs the question of why. why did someone at aniplex not want to give mahoyo a marketing budget? why are the japanese accounts for mahoyo and type-moon the only ones doing the marketing?

I hope the information I've provided here is accurate—if it's not, I'll try to update with corrections. I don't want this piece to cast hate towards the staff at aniplex or anyone involved with this projects, I'm just trying to assemble the pieces on what feels like a game being left to word of mouth. I've tried to include as many links to my sources as I could so you could come to your own judgements about what has happened regarding mahoyo's worldwide release.

mahoyo is a visual novel that's dear to me and will absolutely sell well on steam—with an estimated 50-80k wishlists, it's going to have a solid launch despite the zero marketing for its steam release. if you love other type-moon works or want to see an absolutely visually stunning visual novel, please check it out.

— arimia