The allure of the “real thing” discovered through reprinted T-shirts【20th UT ARCHIVE vol.4 PAC-MAN】

Countless alluring graphics have adorned UT items to date. As we mark UT’s 20th anniversary this year, an archive project has started to reprint some of our past offerings. What kinds of feelings and emotions rest in the motifs that have transcended time and are loved by people all over the world? 　Let’s explore this through the words of the creators and those involved. This time we are focusing on the game PAC-MAN, which appeared on UT in 2009. We spoke with Wen Zhou, who is in charge of PAC-MAN licensing production at Bandai Namco Entertainment, about the monumental achievement of an arcade game that is loved around the world.

A shape-shifting character that permeates everyday life around the world

Q. As a game, what innovation did PAC-MAN bring to the industry?

A. When PAC-MAN was first released in 1980, shooting games were popular around the world, especially with men. Against that backdrop, PAC-MAN was created with women and couples as targets, as they couldn’t break into the shooting circle even if they wanted to. There are no violent stages such as battles, making it easy for anyone to enjoy playing. It is not so unusual now, but PAC-MAN was the only such game at that time. I believe that aiming for a new target audience and starting from scratch itself was the innovation the game brought to the industry! Perhaps because of that, the fan base everywhere in the world is split 50-50 between men and women, which is unusual.

A PAC-MAN character sketch.

A pamphlet from 1980.

Q. PAC-MAN has enjoyed a history of over 40 years since its release; which year do you think was the most epoch-making in this period?

A. 2005. In the seven years from the release of PAC-MAN in 1980 to 1987, the total number of arcade games sold reached about 300,000. And PAC-MAN was certified by Guinness World Records as the most successful arcade game console. We were very happy to have PAC-MAN’s name recorded in the Guinness World Records, which are well-known in every country, and I reverently hope that this record will not be broken.

Released as an arcade game, PAC-MAN was enclosed in housing such as this. At the time, it was almost always placed in every game center there was.

Q. Regardless of their gender or nationality, why do you think PAC-MAN continues to capture the hearts and minds of young people who weren’t around when the game was first released?

A. I did not know of PAC-MAN when it was first released, and I am from China. Still, I have known about the game since I was a little kid. Before I knew it, it was lurking in the background of my life! I think that’s because there are only a few countries in the world that do not sell PAC-MAN goods. That’s probably because PAC-MAN is licensed all over the world. Many of the younger generation who like PAC-MAN have said they found PAC-MAN in their lives without really knowing from when. Additionally, while men seem to have an image of the game ingrained in their minds even if they have never played it, many women seem to maintain an image of it being a “retro and cute character.” In the end, the number of people who like PAC-MAN as a character is increasing.

The lovely pixel-derived characters that appear in PAC-MAN.

Q. What is the allure of PAC-MAN as a character?

A. I think the number one thing is that it can be anything. PAC-MAN is the main character of a video game, but his style can be changed to become various other items. In the past, he even became a pizza. I think the greatest allure of PAC-MAN is that its design can be rearranged according to the purpose and target of the product.

Q. What are video games to you?

A. I think games are a universal language that is even more practical than English. People can become friends and expand their circles by playing together and being absorbed in the same game. When I first went to Japan to study, the language and culture were different, so I was worried about being able to make friends. However, I became good friends with many people by playing video games! That is one of the reasons I joined this company. Video games are truly the best entertainment!

PROFILE

Wen Zhou, born in China. She joined Bandai Namco Entertainment in 2021. Immediately after joining, she was assigned to the licensing production team that handles characters such as PAC-MAN. She is in charge of the licensing business not only for Japan but for the European market as well.