Hello, this is UniqueGood's Experience Trend Letter. It's no exaggeration to say that mystery content is the genre leading this year's trends. 'Crime Scene Returns' came back after 7 years, and 'High School Mystery Club 3' returned with a new season after 2 years. 'Crime Scene Returns' recorded the highest number of paid subscription contributors in its first week of release, and 'High School Mystery Club 3' is also gaining popularity with a 40% increase in cumulative viewing UV compared to the previous season.
Additionally, 'Apartment 404,' which became a hot topic due to the meeting of Yoo Jae-suk and Jennie, was released in February 2024, and 'Mystery Investigation Team,' a new work by PD Jung Jong-yeon who directed the 'Great Escape' and 'High School Mystery Club' series, is scheduled to be released in June.
The fact that so much mystery content is being produced means that the customer base consuming this genre is substantial. In this edition, we'd like to explore the reasons why mystery content is so beloved.
Mystery Genre No Longer a Niche
Generally, the mystery genre has been perceived as somewhat niche and for enthusiasts only. But things are different now. For the Zalpha generation (Gen Z + Alpha generation) who have been exposed to escape rooms, mafia games, and murder mystery games as leisure activities, it has already become a familiar genre.
For example, Realworld, which has been featured in Univ Tomorrow's 'Millennial-Gen Z Trends 2022 Trends' and the newsletter 'Careet,' is a 'playable content platform' where users can enjoy mystery and role-playing content. According to user surveys, over 90% of subscribers consist of MZ + Alpha generations. This could be seen as one example of how younger generations enjoy mystery content.
Perhaps for this reason, marketing targeting the Zalpha generation is increasingly incorporating mystery elements. ARGs (Alternate Reality Games) where participants solve cases under the assumption that fictional incidents occurred in reality, online 'Instagram escape rooms,' or offline pop-up stores in escape room format have now become easily accessible.
Mystery Content: 'Playable' Content with Reader/Viewer Participation
The reason mystery genre is entertaining is because the genre's inherent mysteriousness arouses curiosity and maintains tension until the truth of the case is revealed. This allows readers/viewers to easily empathize with characters trying to solve cases and become immersed in the content.
Moreover, mystery content offers opportunities for readers/viewers to actively participate. This relates to perspectives on mystery novels - American mystery novelist S.S. Van Dine said 'detective fiction is like a sports match' and that authors should play fair games with readers. Another American mystery novelist Ellery Queen also included a 'Challenge to the Reader' section just before the story's conclusion, providing all clues and asking readers to find the culprit.
From this perspective, mystery content is not consumed unidirectionally but is 'playable' content that allows reader/viewer participation. Perhaps for this reason, they don't just remain as content consumers but also take on roles as content creators, actively developing their own theories and sharing them with others.
The Expanding Base of Mystery Content
The mystery genre community 'How Mystery' compiles mystery genres published domestically each year. As you can see from the attached graph, the volume of works published annually is on an increasing trend. The fact that mystery and thriller emerged as the popular book genre in 2022 on the e-book service 'Millie's Library' shows that creation and consumption of mystery content is actively occurring in the literary field as well.
The mystery genre leading 2024 trends. If you haven't experienced it yet, how about falling into the charm of mystery through this opportunity? Various content awaits you - from mystery variety shows you can watch alone to escape rooms and role-playing mystery games you can enjoy with friends. We'll return next time with examples of newly emerging experience trends. Thank you.