A Japanese pest control company has turned one of the world’s most hated household pests into unlikely heartthrobs as part of an unusual marketing campaign promoting its latest cockroach killer.
Earth Chemical, one of Japan’s best-known pest control brands, has launched a free online dating simulator that allows players to build relationships with handsome anime-style characters inspired by cockroaches.
The browser-based game, titled Gokigen Lovely Days — shortened to Goki-Love — was created to promote the company’s new Gokish Su “Amazing Roach Killer” spray range.
Available until September 3, the limited-time game transforms cockroaches into four eligible bachelors, each representing a popular dating simulator archetype.
Players can interact with a clumsy prince, an innocent younger-brother type, a refined traditional gentleman and a wild older-brother figure.
While the characters initially appear like ordinary anime heartthrobs, their true identities become obvious through their quirky preferences.
According to their profiles, they enjoy dark and damp environments, beer and onions, while strongly disliking mint, citrus and lavender — scents commonly used in insect repellents.
To progress through the game and increase the characters’ affection levels, players must use knowledge based on real cockroach behaviour and biology.
The unusual concept has generated attention online for turning one of Japan’s most unwelcome summer pests into romantic interests.
Adding to the appeal for anime fans, all four characters are voiced by renowned Japanese voice actor Yuki Kaji, best known for portraying Eren Yeager in Attack on Titan, Shoto Todoroki in My Hero Academia and Kenma Kozume in Haikyu!!.
The game forms part of a wider promotional campaign for Earth Chemical’s latest insect control products, which target cockroaches as well as bed bugs, dust mites, mosquitoes and flies.
Fans who participate in the campaign can also enter prize draws featuring exclusive merchandise, including character acrylic stands and signed memorabilia from Kaji.
The campaign has sparked amusement across Japanese social media, with many users praising the company’s creativity and willingness to embrace the country’s love of unconventional dating simulators.
Japan has long been known for producing unusual dating games involving everything from birds and animals to inanimate objects, but a romance game centred around cockroaches may be one of the strangest concepts yet.
Whether viewed as clever marketing or simply bizarre entertainment, Goki-Love has certainly succeeded in making people look at cockroaches in a completely different way.
