Travel Frog: Traversing cultural borders with mobile games

This study concerns the Japanese mobile game Tabi Kaeru (2017), ‘旅かえる’, or Travel Frog as it is known in English. We explore Travel Frog’s astonishing success in China in early 2018 despite no marketing campaign or Chinese localization of this Japanese language game. First outlining the game and its development, we then trace its reception in Chinese and Western social media and its popularity among Chinese players. Combining comparative media and digital ethnographic methodologies, we explore the role of Internet influencers and investigate North Asian cultural commonalities such as Buddhist Zen philosophy, work ethic, and family values examining how they may have contributed to the popularity of the game. Recognizing the cultural appeal of this game outside its native language, we call for an interrogation of the process of games localization as a factor in the success of videogames. This article brings a rare examination of the transnational impact of games by exploring how they are transmitted through contemporary social media and interpreted through enduring cultural connections.