The Japanese video game industry had surged in popularity with games such as "Space Invaders" and "Breakout", which lead to the market being flooded with similar titles from other manufacturers in an attempt to cash in on the success. Iwatani felt that arcade games only appealed to men for their crude graphics and violence, and that arcades in general were seen as seedy environments. For his next project, Iwatani chose to create a non-violent, cheerful video game that appealed mostly to women, as he believed that attracting women and couples into arcades would potentially make them appear to be much-more family friendly in tone. Iwatani began thinking of things that women liked to do in their time; he decided to center his game around eating, basing this on women liking to eat desserts and other sweets. His game was initially called "Pakkuman", based on the Japanese onomatopoeia term “paku paku taberu”, referencing the mouth movement of opening and closing in succession.