Every culture has its own particular archetypes. One of the strongest Korean archetypes is that of the ajumma – described by Yogiyo co-founder Sue Youn as “a middle-aged mother you wouldn’t want to cross.” With ajummas in mind, Youn and her partner Ben Ansah have created a free Flappy Bird-style runner game, presumably to help promote their products while making a bit of pocket money on the side.
The game ‘Mrs Kim’ revolves around a feisty Korean matriarch in pursuit of her son, who strongly resembles North Korean dictator Kim Jong-un. The aim of the game is to catch the son and punish him.
“Mrs Kim is based on the Korean idea of the ajumma, a middle-aged mother you wouldn’t want to cross,” says Youn. “And if my own mother is reading this, Mrs Kim is based on someone else’s mum. You wouldn’t know her, she’s from out of town.”
Youn and Ansah believe Mrs Kim will resonate with gamers around the world. They are based in the UK, where their Yogiyo line of sauces and flavourings is sold through Selfridges and Sainsbury’s supermarkets. After securing funding from prominent UK businessman Peter Jones, Yogiyo is now expanding its product range and international export opportunities.