GH'S EMOTIA: How a Shorts Character Became a Roblox Game and a Seongsu Pop-Up Theme
Key Takeaways
- · 계향쓰의 자체 세계관 캐릭터가 2026년 7월 24일 로블록스 게임 이모티아 이스케이프로 출시됐고, 사흘 뒤 무신사 스탠다드 성수가 이 게임 테마 팝업을 열었습니다.
- · Dhesy 데이터 기준 최근 90일 쇼츠 41편 중 자체 세계관 계열은 5편뿐이지만 최고편 1억 6,411만 회로 네 계열 중 최고점을 기록했습니다.
- · 편수는 로블록스 인기 게임 패러디가 24편으로 가장 많고, 최저편은 60만 회까지 내려갑니다.
- · 게임 개발 파트너 벌스워크는 2026년 6월 알토스벤처스 등에서 총 51억원을 유치하며 계향쓰 협업 신작 2종을 예고했습니다.
- · 팝업 종료(8월 12일)와 남은 신작 공개 시점의 이모티아 계열 편당 조회수가 자체 IP 정착 여부를 가르는 지표입니다.
A Roblox game born from GH'S animations, EMOTIA ESCAPE, launched on July 24, and three days later a Musinsa Standard store in Seongsu, Seoul turned into that game's themed space. Characters that had lived only inside YouTube Shorts moved into a playable game and a physical store in the same week.
EMOTIA ESCAPE, a Seongsu store theme three days after its July 24 launch
Korean tech outlet Byline Network reported on July 28 that "EMOTIA is a new title released on the 24th, built on the animations of creator GH'S." The source teaser Short, uploaded on July 13, stands at 17.98 million views.
Roblox and Musinsa are running the "My Life with Roblox" pop-up across four Seongsu stores from July 26 to August 12, and Musinsa Standard Seongsu took EMOTIA ESCAPE as its theme. The store installed an "Emotian Rebirth Test" kiosk that matches each visitor with a game character after a short quiz. Multiple outlets describe the title as a magical-girl universe. Visitor write-ups record a store filled with characters and emotional expressions drawn from the GH'S universe. The experience zone was built around the question "which Emotian will I be reborn as," and an EMOTIA plush keyring was sold as pop-up merchandise.
Here is the scale of the starting point, the 계향쓰 GH'S channel.
| Metric | Figure | Basis |
|---|---|---|
| Subscribers | 28.0M | Dhesy data, 2026-08-01 |
| Subscribers (press figure) | 27.0M | 2026-06-24 funding article |
| Total uploads | 1,180 | Dhesy collected range |
| Uploads, last 90 days | 42 | 2026-05-06 to 08-01 |
| Of which Shorts | 41 | Same window |
| Average views per Short (41 videos) | 14.81M | Benchmark for this piece |
Subscriber counts differ by source, so each figure carries its origin. Read the series comparison below against that 14.81 million baseline.
Why GH'S Shorts split into four lines
Shorts on this channel are not clips cut from longer videos; each one is a finished piece on its own. Of 42 uploads in the last 90 days, 41 were Shorts.
Title conventions reveal four lines. The first is parody of popular Roblox games, with titles carrying real game names such as STEAL A BRAINROT, 99 NIGHTS IN THE FOREST, GROW A GARDEN 2 and ANIMAL HOSPITAL. The second is the numbered original-universe series Creepy Things | EMOTIA. The third is POV relatable content that drops game names entirely and works with report cards, dreams and family scenes. The fourth is the EMOTIA ESCAPE line tied directly to the new game.
최근 90일 쇼츠 41편의 계열 구성
By volume, parody alone accounts for 24 of 41. For how a Shorts-first channel grows over time, see the Bogyum TV Shorts pivot case.
The four lines on one shared metric: views per video
The smallest line by volume holds the highest peak.
| Shorts line | Videos, last 90 days | Top video views | Lowest video views |
|---|---|---|---|
| Original universe, Creepy Things · EMOTIA | 5 | 164.11M | 9.97M |
| POV relatable | 10 | 43.12M | 2.00M |
| Popular Roblox game parody | 24 | 36.64M | 0.60M |
| EMOTIA ESCAPE tie-in | 2 | 17.98M | 4.31M |
| All 41 Shorts (benchmark) | 41 | 164.11M | 0.60M |
The original-universe line has only five entries, yet even its floor of 9.97 million sits close to the 14.81 million baseline. The parody line carries the most volume but drops as low as 0.60 million.
계열별 최고편 조회수
* Source: Dhesy
The peak entry is the fifteenth Creepy Things episode, uploaded May 12, at 164.11 million views.
In Dhesy data, it is the only Short from this channel in the last 90 days to pass 100 million views.
From 2020 anime mukbang to a 2026 original universe
The current expansion did not appear overnight. A June 2021 interview introduced GH'S as an "anime mukbang" channel with 1.2 million subscribers, crediting short runtimes, character familiarity and comment-section interaction. A syringe mukbang video that passed 10 million views was cited as the signature work.
By the February 2023 Newsis interview the channel had 8.31 million subscribers. The team said "the generations that watch YouTube most are Alpha and Gen Z, and they are our main viewers," describing derivative works as their way of talking to the world. A channel that borrowed characters from other people's games moved, five years later, into placing its own characters on a game platform.
| Point in time | How the channel was described | Subscribers then |
|---|---|---|
| June 2021 | Anime mukbang channel | 1.2M (press interview) |
| February 2023 | Derivative work aimed at Gen Alpha | 8.31M (press interview) |
| June 2026 | Game animation creator | 27.0M (funding article) |
| August 2026 (benchmark) | Owner of the EMOTIA IP | 28.0M (Dhesy data) |
Subscribers grew more than twentyfold in five years, and the label attached to the channel shifted from mukbang to IP owner.
Versework, the Roblox Incubator, and the partner behind the game build
The studio that actually built the game is Versework, a Roblox UGC developer. Multiple outlets reported on June 24, 2026 that Versework raised USD 2.7 million from Altos Ventures, closing a round of roughly KRW 5.1 billion including a KRW 1 billion follow-on from existing investor SmartStudy Ventures. Those articles stated that the studio "will release two new games in collaboration with GH'S, a game animation creator with 27 million subscribers." Versework was also selected for the Roblox Incubator 2026 run by Roblox itself.
The reports did not name the two titles, and none of them stated whether EMOTIA ESCAPE is one of them.
The Seoul Business Agency support tag on five EMOTIA episodes
In Dhesy data, 5 of the 42 uploads in the last 90 days carry a support-program disclosure, and the partner is a single organization, 서울경제진흥원. All five are Creepy Things | EMOTIA episodes fifteen through nineteen. The 24 parody entries and 10 POV entries carry no such tag.
No source explains why the tag clusters on this one numbered series. Collaborations outside the collected range are not captured, so this distribution holds only within what Dhesy has confirmed.
What the Seongsu pop-up showed and what remains unverified
The EMOTIA universe is still early. The game is nine days old as of August 2, and the Seongsu pop-up closes on August 12. Among the ten most-viewed videos of the last 90 days, parody and POV entries take six slots. It is too early to say original IP has replaced the center of the channel.
Several numbers remain unpublished. Concurrent players, cumulative visits for the game, and pop-up footfall have no confirmed source.
The metric to watch when the second title arrives
In Forbes Korea's "2026 Power YouTuber 100," GH'S held second place for a second year, with estimated annual revenue of KRW 25.09 billion. That figure is an estimate, not confirmed earnings. The same survey ranked the channel first in its 2022 edition.
On August 1, with the pop-up still open, another Short featuring a game character landed at 4.31 million views.
When the title Versework announced in June is unveiled by name, whether EMOTIA-line Shorts keep outrunning the parody line on views per video will be the marker for how firmly this original IP has settled in.
Frequently asked questions
Q. What kind of game is EMOTIA ESCAPE?
It is a Roblox title released on July 24, 2026, introduced in press coverage as built on GH'S animations. Multiple articles describe it as a magical-girl universe game.
Q. How long does the Roblox x Musinsa Seongsu pop-up run?
From July 26 to August 12, 2026, across four Musinsa stores in Seongsu. Musinsa Standard Seongsu carries the EMOTIA ESCAPE theme with an "Emotian Rebirth Test" kiosk.
Q. What kind of channel is GH'S?
In Dhesy data it is an animation channel with 28 million subscribers and 1,180 total uploads. It posted 42 videos in the last 90 days, 41 of them Shorts.
Q. Can derivative game animation like this be monetized?
GH'S grew on derivative work and ranked second in Forbes Korea's 2026 Power YouTuber 100 with estimated annual revenue of KRW 25.09 billion. Permitted scope and monetization terms differ by the original game publisher, so each game's own guidelines apply.
Q. Where can GH'S merchandise be bought?
Visitor write-ups confirm that Roblox collaboration merchandise including EMOTIA items was sold at the Seongsu Musinsa stores during the pop-up. GH'S also points buyers to a separate official collaboration store.
Methodology: Based on Dhesy platform data covering 6,912 brands and 832,818 collaborations. Channel metrics use all 42 uploads (41 Shorts) from 계향쓰 GH'S over the last 90 days. Analysis window: 2026-05-06 to 2026-08-01.
Data source: Dhesy External sources: Forbes Korea 2026 Power YouTuber 100, Byline Network pop-up report, Versework funding coverage Last updated: 2026-08-02