During a preview event of its exhibition at the "G-Star 2014" game show scheduled to open next week in Busan, the company said it aims to remove its stigma as a "money hugger."
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The company unveiled a bold marketing slogan dubbed, "The Donxon Strikes Back," a parody of Hollywood sci-fi movie Star Wars' fifth episode. "Donxon" is a compound word derived from "don," which means money in Korean, and "xon" from Nexon. The expression is widely used by Korean gamers in online communities when blaming the company for being "obsessed with money".
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