When Sonora first launched, I remember they were trying to do something closer to mainstream young-people vibes—the first game’s gacha whale theme, the second’s anime idol theme, that sort of thing. Those are the topics young people love and that are trendy right now. As a visual novel company, creating a new brand to pull in new users with that kind of move is completely normal. Then the third game came along and the direction was already off—suddenly we’re talking about running an eroge shop, which is a super hardcore topic. And by this fourth game, they’ve completely let loose, heading straight into a field that eroge players know all too well but young people couldn’t care less about: eroge development. Uchi wa Mou, Enki Dekinai (We Can’t Delay Any Longer) The title itself reflects part of the current state of eroge development companies—thanks to COVID, staffing shortages, funding shortages, the declining industry taking another hit, development content getting delayed over and over, constant pushbacks. It’s basically the norm. I could already imagine the game’s theme before it came out. Going by Sonora’s previous eroge shop game, it’d be all jokes about the daily work of an eroge production company, with cameos from the previous game’s shop and maybe some idol characters. There might be some tense work descriptions, but problems get resolved quickly, and it all ends in a happy ending… And so this game… is pretty much exactly what I imagined.

Sonora is a brand from the infamous cash-grab factory CUFFS. I’ve said before that CUFFS games, despite the pile of aliases, are all basically the same style—but this Sonora alias actually does something a little different. They built a shared universe across the games under the Sonora label. What that means: the three games released under Sonora all take place in the same world, so you get characters from different games making cameos, which gives everything a familiar feel. Gotta admit, the trick works. Sometimes you play an earlier game, then in a later one you get to see the previous heroine show up and get involved, and there’s this weird sense of closeness—like “oh, the developer actually cares about the players.” Of course, the more important part is that the background art doesn’t need to be redrawn. Reuse, baby. Save that money! So this time we’re talking about Sonora’s new game: Hirono-san Chi wa Eroge-ya-san! (The Hirono Family Runs an Eroge Shop!)

The Japanese eroge maker CUFFS has a whole pile of sub-brands — Sphere, CUBE, miniCUBE, SONORA, and HULOTTE, which looks unrelated but apparently isn’t. I hadn’t touched a CUFFS game in ages. CUFFS games are all basically the same: same engine, same font, same choice-navigation UI, same Duca songs covering everything, same marketing playbook, same coloring style, and… the only thing that really differs is the artist. So CUFFS games get old fast, because there’s just too much that’s identical. Sure, sometimes they roll out a “story premise” that looks decent, but the actual execution always disappoints. Well, not disappoint exactly — it’s more that there’s just nothing interesting there. CUFFS announces a new title, you look at the character setup and you can already guess how the plot will unfold. Beat the game and sure enough, it played out exactly as you expected. No surprises. If anything it’s less exciting than what you imagined… Which leaves you with disappointment… emptiness… and self-loathing for wasting your time on this game.