Nearly eight years after its release, NAYUTA STUDIO's debut title, Ashen Dreams, is experiencing a surge in sales. After adding Simplified Chinese and Russian language support, the game sold approximately 7,000 copies in one week—about ten times its first-week sales—with roughly half coming from the Chinese region.
Publishing brand PLAYISM revealed that this 3D adventure game launched on Steam on October 9, 2018, selling approximately 700 copies in its first week. Players explore a strange world from the perspective of a mysterious man, gradually uncovering the stories of four young girls.
PLAYISM staff believe that the recent popularity of dreamcore culture is a significant factor behind the game's rise in popularity. "Chinese-style dreamcore" often features scenes from life in China during the 2000s, evoking warm and nostalgic feelings that align well with the game's hazy and familiar atmosphere. In June 2025, a Bilibili video introducing the game from a dreamcore perspective garnered over 250,000 views. Official 30% off promotions and player-created Chinese language patches have also helped expand the game's player base in China.
The game features limited puzzle-solving and action content, with a slow exploration pace and less-than-friendly guidance. However, many scenes and sequences are suitable for short videos, allowing viewers to directly experience its visual atmosphere even without understanding the gameplay. Low-resolution textures, low-polygon models, and dated 3D graphics have also caught the wave of renewed interest in retro visuals.
The publisher also emphasized that Ashen Dreams has had loyal supporters in Europe and America since its release. This surge in sales cannot be attributed solely to a passing trend; it is also related to years of community spread and accumulation among players.