Neowiz is stepping up its game in the fiercely competitive mobile RPG market by celebrating the second anniversary of its hit title, BrownDust2, with a large-scale offline event. Announced on June 16, 2025, this event is more than just a party—it’s a strategic move to extend the game's intellectual property (IP) lifespan and transform digital fandom into real-world engagement.
The event will take place from June 27 to July 13, 2025, at V-Square on the third floor of Starfield Mall near Cheongdae Entrance Station in Seoul. Open daily from 11 a.m. to 8 p.m., the venue is designed as a comprehensive fan experience, combining exhibitions, interactive zones, merchandise, and themed refreshments to immerse visitors in the BrownDust2 universe.
Visitors can explore the exhibition space, which showcases the game's two-year journey since its 2023 launch. This includes detailed character illustrations and a timeline of the game's development and milestones. For those looking to engage more actively, the photo and play zone offers opportunities to snap pictures with popular in-game characters, try their luck at claw machines, and enjoy random gachapon draws, bringing a playful and tactile element to the celebration.
Adding to the atmosphere, a collaboration cafe offers character-themed drinks and desserts, blending the game's fantasy elements with real-world flavors. At the heart of the venue stands a large statue of Yookdoll, the beloved mascot of the BrownDust2 community, symbolizing the game's unique charm and fan culture.
The event also features special weekly programs. Every Saturday, renowned cosplayers such as Seolhwa, Songju-a, and Bitberry will visit to interact with fans, pose for photos, and celebrate the game's characters through their elaborate costumes. On July 5, a developer signing event is scheduled, giving fans a chance to meet the creators behind BrownDust2 and express their appreciation directly.
Neowiz officials emphasized that this event is an expression of gratitude to domestic fans who have supported BrownDust2 over the past two years. "We prepared this event to thank our fans and hope they will come and experience the BrownDust2 world firsthand," a company spokesperson said.
BrownDust2, developed by Gempiece and serviced by Neowiz, is a subculture strategy RPG that has steadily grown in popularity not only in South Korea but also internationally. Following its first anniversary update in 2024, the game gained traction in overseas markets including Taiwan, Japan, and the United States, expanding its global fanbase.
In addition to the offline festivities, Neowiz recently held a special live broadcast on June 14, 2025, from their Pangyo headquarters to commemorate the game's second anniversary, further engaging fans through digital channels.
This offline event reflects a broader trend in the gaming industry, where companies seek to deepen IP value by bridging the gap between virtual experiences and physical interactions. Global competitors like HoYoverse have shown the power of such strategies by organizing pop-up stores and orchestral concerts, turning game fandom into tangible cultural phenomena.
For Neowiz, this approach is vital. The company's investment in BrownDust2’s IP is not just about in-game metrics but about cultivating a loyal community that cherishes the game beyond the screen. By creating memorable, real-world experiences, Neowiz aims to extend the game's lifespan and strengthen its position in the crowded mobile RPG market.
As the event approaches, fans and newcomers alike have a unique opportunity to dive into the rich world of BrownDust2, celebrate its achievements, and connect with fellow enthusiasts. Whether through exploring the exhibition, enjoying themed treats, or meeting cosplayers and developers, the event promises a vibrant celebration of a game that has become a significant part of South Korea’s mobile gaming landscape.
