Among manga enthusiasts, the buzz currently centers around Solo Leveling; however, it’s crucial to note that this isn’t actually a manga, nor does it originate from Japan. So, what’s happening?
Since 2020, the sale of mangas in France has drastically increased, largely due to enticing offers. This growth has positively impacted the overall book market . However, these types of books now face competition that has also emerged from Asia : webtoons . Originating from South Korea , webtoons are now circulating worldwide by way of smartphones. While they have not yet reached the same level of diffusion in France as mangas, the rising popularity of webtoon titles invites exploration of their impact.
Webtoons Aim for Sustainability through Adaptations and Smartphones
The webtoon format has gained incredible popularity due to its digital nature. According to a recent study, the global market for webtoons experienced exponential growth, reaching an astonishing $4 billion in 2022. This success can largely be attributed to the easy access to these works via platforms like LINE Webtoon and Tapas , where readers can explore a myriad of titles. In contrast to mangas, which are often published in costly physical volumes, webtoons offer an instant and interactive reading experience more suitable for a young audience who are actively using their smartphones.
Many South Korean companies are now investing heavily in this genre, aiming for expansion beyond South Korea. For example, Kakao Entertainment is focusing on local-language adaptations that incorporate local realities. Naver Webtoon , on the other hand, has chosen to adapt titles into live action , animated series , and other formats. A prime example includes “All of Us Are Dead,” released on Netflix in 2022, which has enjoyed significant success.
Coexistence in Asia, Yet Breaking Boundaries Elsewhere
Webtoons are not intended to compete against traditional mangas . In the Land of the Rising Sun, both genres actually coexist. While mangas are typically read on paper, webtoons make use of smartphones, focusing on instantaneous consumption throughout the day. Thus, the digital format doesn’t pose a disadvantage for mangas—at least, not for now. The community remains loyal to traditional formats in Japan .
In other regions, such as Europe and Africa, however, the landscape is evolving. Webtoons, with their innovations in visual storytelling and format, are capturing the attention of a community that was once solely devoted to mangas. Their vertical and colorful presentations provide a different immersion, engaging readers in a fresher way. Additionally, works like Lore Olympus or I Love Yoo showcase that webtoons are not merely substitutes; they are competing in terms of narrative quality and aesthetics with their traditional counterparts.
Furthermore, successful webtoons are not limited to their digital format . Titles that gain widespread popularity can transition into other formats. For instance, both Lore Olympus and Solo Leveling are now available in bookstores, aiming to reach a broader audience.
While traditional mangas have undeniably shaped the industry in Asia and beyond, it’s evident that webtoons represent an inevitable evolution that aligns with the needs of a digital generation . Their accessibility and ability to tackle contemporary themes make them formidable competitors in the storytelling arena.