Brown Dust 2's Reverse Run Tsunami Hits China

브라운더스트 2 역주행 쓰나미, 중국 덮쳤다

gamemeca Ⅰ Shin Jae Yeon 게임메카 신재연 기자 2025.07.12 21:01 UTC+9

AI Summary

Brown Dust 2 celebrates its second anniversary with a massive 280,000 DAU. The game is aggressively targeting the Chinese market via Bilibili World 2025. PD Lee Jun-hee led direct engagement efforts to sustain this impressive momentum.

Neowiz’s Brown Dust 2 is widely regarded as a 'legend of the reverse run' in the subculture game scene. Celebrating its second anniversary, the title recently reached 280,000 DAU, a figure that significantly exceeds its initial launch performance. Such a trend is rare among domestic subculture titles, and the game is successfully navigating the red ocean, recently securing the top revenue spot in markets like Taiwan and Hong Kong.

Riding this high tide, Brown Dust 2 has officially planted its flag at 'Bilibili World 2025' to capture the hearts of Chinese players. I visited the Brown Dust 2 booth to see how the team is actively promoting the game, from the presence of PD Lee Jun-hee, who visited the site to engage with local gamers, to the summer night-themed visuals that have already proven a hit with domestic fans.

▲ The vibrant Brown Dust 2 booth, evoking the spirit of a summer night festival (Image courtesy: Gamemeca)

▲ Signage detailing the layout of the booth (Image courtesy: Gamemeca)

▲ The logo design clearly communicates the game's charm and what visitors can expect (Image courtesy: Gamemeca)

▲ As expected, life-sized standees of various characters in their summer attire were displayed throughout the booth (Image courtesy: Gamemeca)

▲ Visitors could also enjoy various mini-games on site (Image courtesy: Gamemeca)

▲ A variety of events were held, including character gacha experiences and real-world prize draws (Image courtesy: Gamemeca)

▲ A special display utilizing hologram technology was prepared to introduce the roster of characters (Image courtesy: Gamemeca)

▲ At the main stage, Brown Dust 2 PD Lee Jun-hee and the development team held a special session to interact directly with Chinese gamers (Image courtesy: Gamemeca)

▲ We look forward to seeing the next steps for Brown Dust 2 as the team accelerates its expansion into the Chinese market (Image courtesy: Gamemeca)

네오위즈의 브라운더스트2는 서브컬처 게임에 있어 '역주행의 신화'를 이룬 작품으로 평가받고 있다. 2주년을 맞은 최근 DAU(일간 활성 이용자 수)가 28만 명에 도달할 정도로 촐시 초에 비해 압도적으로 높은 수치를 기록하고 있기 때문이다. 이런 추세는 국내 서브컬처 작품 중에서는 극히 드문 행보로, 최근 대만과 홍콩 시장에서도 매출 1위를 기록하는 등 거침없이 레드오션을 헤쳐나가고 있다.

그런 브라운더스트2가 높은 파도를 타고 중국 유저들에게 눈도장을 찍기 위해 '빌리빌리 월드 2025'에 안착했다. 출시 전부터 현지 게이머들과의 활발한 소통을 위해 직접 현장에 자리한 이준희PD 부터 국내 유저들에게도 큰 인기를 끈 여름 밤 테마의 비주얼까지, 다양한 방식으로 적극 홍보에 나선 브라운더스트2 부스를 직접 찾아가보았다.