Korean Indie Game 'Gwigwisaljeon' Dreams of Becoming the Next Among Us - Traditional Afterlife Setting Captures Global Attention

The Rise of Korea's Most Unique Social Deduction Game

Have you ever wondered what happens when traditional Korean folklore meets modern gaming? The indie game 'Gwigwisaljeon' (Who's Next?) has created a fascinating blend that's capturing attention both domestically and internationally. Developed by Hell Association, this social deduction game set in the Korean traditional afterlife has been making waves since its early access launch on Steam and Stove platforms.

Unlike typical mafia-style games, Gwigwisaljeon introduces a unique 'individual chain-tag' system where players must identify and eliminate specific targets while surviving until the end. The game features 12 different character roles, each with unique abilities, set against the backdrop of Korean hell populated by ghosts and mythical creatures. What started as a simple game jam project in 2022 has evolved into one of Korea's most promising indie titles, with plans for global expansion and mobile release by the end of 2025.

From University Game Jam to Commercial Success

The story of Gwigwisaljeon begins in August 2022 at the Chungnam Game Jam, where university students from the BRIDGE game development club came together with a shared passion for creating games. Team leader Jang Hyun-jun, who would later become CEO of Hell Association, was inspired by popular social deduction games like Among Us and Goose Goose Duck but felt frustrated with their fundamental flaws.

As Jang explained in interviews, he was dissatisfied with how eloquent players often dominated games or how players could be eliminated through arbitrary voting without logical reasoning. To address these issues, the team developed an individual-focused gameplay system rather than team-based mechanics. Players are assigned specific elimination targets and must use deduction and strategy to survive, with the risk of being eliminated themselves if they attack the wrong person.

The game's development journey wasn't smooth sailing. Over two and a half years of development, the team faced numerous setbacks including rejections from game development support programs and near-misses in contests. Despite the uncertainty and criticism from peers who doubted the project's viability, Jang's determination to see how far they could take their vision kept the team motivated.

Traditional Korean Elements Meet Modern Gaming

What truly sets Gwigwisaljeon apart from other social deduction games is its deep integration of Korean traditional elements. In an era where Korean cultural content is gaining global recognition, few games have embraced traditional Korean aesthetics as thoroughly as this title. The game's visual design, from character sprites to architectural elements, draws heavily from Korean folklore, mythology, and traditional art styles.

The setting revolves around the Korean concept of the afterlife, where too many souls have accumulated in hell, necessitating a population reduction through elimination battles. Players take on roles inspired by traditional Korean ghosts, demons, and mythical creatures, each with abilities rooted in folklore. Sound designer Kang Dong-hoon faced unique challenges in creating the game's audio landscape, noting that traditional Korean music (gugak) isn't widely popular among younger audiences.

To overcome this challenge, the development team creatively blended gugak with orchestral music and EDM elements, creating a soundscape that honors tradition while appealing to modern gamers. This thoughtful approach to cultural integration has helped the game stand out in a crowded market of social deduction titles, offering players a distinctly Korean gaming experience that feels both authentic and accessible.

Streamer Discovery and Community Response

The game's breakthrough moment came through organic discovery by content creators and streamers. Before the early access launch, Gwigwisaljeon received little attention from the gaming community. However, once streamers began playing and sharing the game, everything changed. Popular YouTubers like 'Jamtteu TV' and 'Waldo Kun' created gameplay videos that garnered over 200,000 views each, significantly boosting the game's visibility.

Korean gaming communities on platforms like DC Inside, Naver, and various gaming forums began discussing the unique concept and gameplay mechanics. Players appreciated the fresh take on social deduction gaming, particularly the individual competition format that eliminated some of the frustrating aspects of team-based games. The traditional Korean setting also resonated with domestic players who felt proud to see their cultural heritage represented in a modern gaming context.

Community feedback has been largely positive, with players praising the game's innovative mechanics and cultural authenticity. Many comments on gaming forums express excitement about having a 'Korean-made Among Us' that offers something genuinely different from Western counterparts. However, some players have noted concerns about matchmaking difficulties during off-peak hours, a common challenge for indie multiplayer games.

Current Challenges and Player Retention

Despite initial success and positive reception, Gwigwisaljeon faces the typical challenges of indie multiplayer games. While the game maintains a dedicated user base, connection rates have declined compared to the launch period. This is partly due to the nature of social deduction games, which require multiple players to create engaging matches, and the limited marketing budget of an indie developer.

CEO Jang Hyun-jun acknowledges these challenges, expressing regret about current matchmaking difficulties and promising improvements with the full release. The development team is working on enhancing game balance, adding new content, and improving the user interface based on early access feedback. They're also focusing on building a more robust server infrastructure to support the anticipated influx of players with the mobile version launch.

The Korean indie game market is notoriously difficult, with many promising titles disappearing due to lack of sustained player interest or marketing resources. However, Gwigwisaljeon's unique cultural positioning and innovative gameplay mechanics provide advantages that generic social deduction games lack. The team's commitment to continuous improvement and community engagement suggests they understand the long-term investment required for multiplayer game success.

Global Expansion and Mobile Launch Plans

Looking toward the future, Hell Association has ambitious plans for Gwigwisaljeon's global expansion. The full version is scheduled for release between October 2025 and the end of the year, featuring simultaneous mobile and PC launches. The team is preparing translations for the top 10 languages on Steam and developing comprehensive global marketing strategies to introduce Korean gaming culture to international audiences.

The mobile version represents a crucial opportunity for the game's growth, as mobile gaming dominates the global market, particularly in Asia. Cross-platform play between PC and mobile versions is planned, potentially expanding the player base significantly and addressing current matchmaking concerns. The team believes that mobile accessibility will help achieve their goal of creating the 'second Among Us' from Korea.

International gaming communities have shown interest in unique cultural gaming experiences, as evidenced by the success of games like Genshin Impact and various Japanese titles that incorporate traditional elements. Gwigwisaljeon's authentic Korean cultural content, combined with proven social deduction gameplay mechanics, positions it well for global success. The development team's focus on both entertainment value for players and viewing entertainment for streamers demonstrates their understanding of modern gaming culture where content creation and consumption are intertwined.