There was a time when Asa Project’s nickname in the Chinese community was “the face-meme studio,” thanks to those deranged expressions their characters pull. And the shameless gag romance plots, peaking with Renai 0 Kilometer. But Asa Project themselves don’t seem happy with that reputation. After that came Kansetsu Renai and then everything afterward slowly dialed the “face memes” down — at first every heroine had them, then just one, and by now… you basically can’t find any. Personally I think Asa Project sees itself as a pure-love studio that expresses its stories through various definitions of “love.” Every game they pick a new flavor of “love” and put it right there in the title — indirect love, two-timing love, triangle love, love rivalry, part-time-job love, side-character love… at this point I’m convinced they write “renai” in the title first and fill in the rest later. After over a year, Asa Project is back with a new one: Ousama Renai (王様恋愛). The official blurb says the protagonist is a rich young heir who lives like a king every day, and the hook is “love initiated by the man.” At a glance it screams “domineering CEO sweeps me off my feet.” Then I finished the game and… no, that’s not what this is at all.

The protagonist, Ogata Iori, is a nothing-special, invisible high schooler living that boring, loser-ish high school life. One morning on his way to school he kicks a wild drunk woman lying by the roadside — weird outfit, wings on her back, a halo on her head (LED-powered). Because he’s an inexperienced Xiao Chun’an type with no street smarts, he blurts out the first thing that comes to mind: “Whoa, are you an angel?” So this LED-wearing shady woman freezes for a second, then admits it. She’s an angel, sent down here to save him. What does he wish for? His repressed true nature spills out: he wants the angel to make him happy. The angel freezes — is this a proposition? He corrects himself: he wants a girlfriend, wants to become a normie. The angel figures that’s a piece of cake and agrees. And so the contract is made. The angel moves into his house and starts living shamelessly off his food and rent.

When I heard Asa Project’s new game Koibana Renai (コイバナ恋愛) had been slapped with the “landmine” label, I was genuinely shocked. Sure, I think their games have been on a downward slope compared to those old meme-face classics, but there’s no way it deserves “landmine” status. Asa Project has always made these “politically incorrect” games where the whole point is unhinged nonsense. You can force a guy into a girl’s body, you can stumble into BL endings without trying. Their audience is mostly shitposters who know exactly what to expect and have the mental fortitude for it. No way they’d get got by Asa Project’s antics and slap a “landmine” label on it. Besides, from what I remember, their 2023 release Koibana Renai was billed more as a “youth ensemble drama” — basically boys and girls bumping into each other, and the title spells it out. コイバナ means “love talk,” so Koibana Renai feels like a big pile of lovesick brains. Tell me how that premise could possibly be a landmine. Unless the protagonist joins a youth-themed swinger club or something. So out of curiosity I checked the game out. My first impression: yeah, it’s not good. I also get why people call it a landmine. But the reason it’s bad isn’t the landmine — it’s something else entirely.

In the happy homeland of Black Shark Otaku, there is an unwritten custom: If a man cheats, his wife picks up a kitchen knife and chops off his dick. Don’t think I’m bullshitting you—go search for it, news like this is everywhere, and there’s a lot of it. Some guys get it chopped off and it can still be reattached; others are extra ruthless and just chop it off and toss it in the river. This simple, brutal method of treating scumbag cheaters has also earned the approval of female teachers, who have spoken on behalf of most women: scumbags deserve to be chopped. Maybe it’s a bit extreme, and maybe one day Black Shark Otaku will get sent to China, get caught not paying for a repair job, and get chopped too, but this method also expresses the common people’s disdain for “two-timing” behavior. No matter how you slice it, having a girlfriend and still going after someone else is really not a moral thing to do.

Asa Project’s title from last year was probably their best game in recent years, and the main reason is that they gave up on their usual “dumbass romance setup” and turned the content straight into close-quarters, hand-to-hand catfighting. You can actually see the rare scenario where the protagonist picks one heroine, and another heroine who’s clearly already lost keeps showing up to try and steal him away. In a normal visual novel, once the protagonist enters a route, all the other heroines instantly vanish… That rare brand of infighting actually gave last year’s Asa Project a bit of a “pure love” feel. The love-hate drama between the girls and the protagonist, all that Mary Sue-flavored content, let a lot of otaku find that long-lost “romantic comedy” feel, so plenty of praise naturally followed. So Asa Project probably figured out a new formula that suits them—at least it’s way more solid than the dumbass nonsense they used to pull, like “indirect romance,” “swapped romance,” “long-distance romance,” “love triangles,” and whatever else. And with that, the ugly nature of Japanese capitalists revealed itself: Asa Project announced this year’s new game, Renai X Royale (恋愛Ｘロウイアル). What’s it mean? It’s just Love X Royale. Personally I’m convinced the “Royale” here is totally short for “Battle Royale,” so I’d translate it straight as Love Battle Royale. Battle royale—you know how it goes. Played PUBG? Everyone fights to the death, only one winner. This is blatantly a game where the heroines tear each other apart to the bitter end.

Purumai Wars (プラマイウォーズ) is an Asa Project game from 2015. Its position in the Asa Project catalog is honestly kind of awkward — it landed right in the middle of a transition period, where they hadn’t fully given up on the gag humor and the crazy facial expressions yet, but were also trying to lean a bit more into pure romance. That said, the older sister’s route in the base game is still decent, and as far as I remember, Asa Project is one of those rare “conscientious porting houses” — when their games get ported to all-ages handheld platforms, they generally not only promote existing side characters to heroines but also add entirely new character routes, and the new characters’ VAs tend to be “whatever anime voice actor is hot right now.” That’s a fair amount of effort. Some examples: Renai 0 Kilometer PSP version: promotes two heroines, adds two more, voiced by Kana Asumi and Yukari Tamura respectively. Hitotsu Tobashi Renai PSV version: adds two heroines, voiced by Ayane Sakura and Sakura Tange. Which brings us to the game we’re talking about here: Puramai Wars V: promotes one heroine, adds one more, voiced by Aya Suzaki. Looking at how much effort went into these ports, you can see the official releases getting lazier and lazier — and this game is lazier still.

A few years back, Asa Project’s games seemed to have lost their way. Their stuff used to be all about the laughs, and nearly every release had that one character with the insane facial expressions. Then something changed—no idea what they were smoking—and the games started getting more restrained, pivoting to all these “searching for pure love” themes, like the earlier 三角恋爱 and 寄宿恋爱. But no matter how they went about it, those games just felt off to me. It’s like some guy who’s normally a total goofball, never serious for a second, suddenly sits you down and gets all earnest—what even is that? Some kind of advanced dark comedy? And the two Asa Project games before this weren’t all that great either. They just threw out a premise — either a love triangle or a cohabitation setup — with nothing really noteworthy underneath. Take away that half-baked premise and I don’t think it’d change much. On top of that, the “face-meme king” that used to be the main selling point has had its presence steadily erased, and it hurts to watch a label that once had real character turn more and more into “just another face in the crowd.” And it doesn’t stop there. Asa Project’s game titles have gotten lazier and lazier too — they just slap an adjective in front of “koi” and call it a day. What kind of idiot work puts “this one’s a love triangle” and “this one’s a boarding-school romance” right in the title? Even White Album didn’t pull that. Did you guys just give up on naming things? And then 2019 rolls around and the title gets even more blatant: “恋愛、借りちゃいました.” Just look at it. Does that read like a proper “title” to you? It’s a whole sentence, and it’s got this painfully awkward punctuation mark stuffed in the middle. What the hell! Have you ever seen a work named something like I, Ate My Fill, You, Farted, or She, Crossdressed? This is one of the few games where the title alone was enough to make me not want to play it. But because I was bored out of my mind, I figured I’d give it a look anyway — and it turned out… this game is actually surprisingly good?! You could say that. Title aside from being dumb as hell, this game at least has clawed back a good chunk of the level of Renai 0 Kilometer. We’re happy Asa Project finally figured out what kind of “reinvention” it actually wanted.

Asa Project. Once my favorite brand. I used to think Asa Project was the Wong Jing and Stephen Chow of the visual novel world, especially after my first encounter with their games. For a while it seemed like they’d found their lane: exaggerated faces plus comedy. They put out some decent stuff, and by the time Kara Kurashi Renai… no, by the time Hitotsu Tobashi Renai (ひとつ飛ばし恋愛) came around, the meme game and the parody had hit its absolute peak. First time I played it, it honestly kind of “scared me” — felt like they were trying way too hard. Years later, going back to it, I realized that was Asa Project’s actual peak. And when you say peak, you’re also saying everything after it is downhill… Pura Main Wars (プラマイウォーズ) just barely held the rhythm together. Then came that baffling Suki to Suki to de Sankaku Renai (スキとスキとでサンカク恋愛), and I felt it deep: Asa Project had lost the plot. They seemed to be dropping the parody angle and pivoting to pure romance, leaning harder into making the girls bashful and cute — without fully giving up the old “parody skit” stuff. The result is a mess. If you want pure romance, commit to it. Stop having the girls spew dirty jokes every other line. If you want parody, then set up a proper straight man and funny man, let the characters actually play off each other. Sadly, Asa Project trimmed the game’s “plot engine” down to one character — or half of one — and slowly pushed her to the margins, turning her into a mascot whose only job is reminding the player “this is an Asa Project game.” Nothing else. The games started cramming in more and more tsundere bashful cuties, and, well, you know how it is — Asa Project’s artists are what they are. Not exactly boner-inducing. So the games got weirder and more boring: no comedy, no romance either. Funny thing is, under the same HOOKSOFT umbrella, Asa Project is getting outclassed by smee. smee’s skits keep getting sharper, the atmosphere keeps getting cozier, and the romance is still there. Asa Project, meanwhile, became a neither-here-nor-there mess. Painfully awkward. So with that awkward feeling, we arrive at Asa Project’s new release: Karigurashi Renai.

Asa Project, a company that used to be pretty damn good. They’re under Hook, I think. They made a name for themselves with Renai 0 Kilometer, then kept the style going with ひとつ飛ばし恋愛 and later Purumai Wars… and then this year they put out Suki to Suki de Sankaku Renai. Before I get into the new one, let’s walk through how Asa Project’s games have evolved…

Back in elementary school, my family bought a VCD player. I can’t remember the name of that player anymore. What I do remember is that it came bundled with a stack of pirated VCDs. My dad bought it thinking “once we have this thing we can watch blockbusters at home,” and the discs they threw in were all big prestige movies, stuff like Mission Impossible. So we immediately fired up this fancy machine and watched Mission Impossible for a good long while. Halfway through, neither my dad nor I could stand the movie. It wasn’t that the content was bad, it was just… boring to watch. So for a long stretch after that, the VCD player just sat there gathering dust, because there was nothing worth watching.