Webtoons are becoming more popular globally, with more than 40 percent of respondents in a survey conducted in various countries stating that webtoons were very popular.
Webtoons are South Korean online comics that can be consumed using the service’s website or mobile application. As the South Korean webtoon market keeps growing, it is also expanding overseas.
How do webtoons reach overseas markets?
While the consumer can access webtoons via the services’ mobile applications easily, the export of webtoon content to other countries is usually executed by South Korean agencies. These agencies account for a large share of businesses in the webtoon industry, being overtaken only by the webtoon planning and production sector.
Webtoon’s popularity in other countries
Multiple webtoon services, such as Naver Webtoon and Kakao Webtoon, have launched their platforms in various countries, utilizing translations to make it more accessible for foreign readers. South Korean webtoons were very popular in other Asian countries, especially in Indonesia and India. Although many webtoons can be read for free, the intention to consume webtoons as paid content was rather high in Asian countries. Along with the increasing popularity of webtoons, TV series adaptations are also gaining a larger audience thanks to streaming services.
Popularity of South Korean webtoons worldwide in 2021
people who experienced South Korean cultural content
Method of interview
Online panel
Supplementary notes
*This survey was conducted in the following countries: China, Japan, Taiwan, Thailand, Indonesia, Malaysia, India, Australia, Vietnam, United States, Brazil, Argentina, France, United Kingdom, Russia, Turkey, UAE, and South Africa.
Original question: "How popular do you think are Korean webtoons in your country at the moment?"
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Korean Foundation for International Cultural Exchange. (February 14, 2022). Popularity of South Korean webtoons worldwide in 2021 [Graph]. In Statista. Retrieved August 19, 2022, from https://www.statista.com/statistics/999284/south-korea-korean-webtoon-popularity-worldwide/
Korean Foundation for International Cultural Exchange. "Popularity of South Korean webtoons worldwide in 2021." Chart. February 14, 2022. Statista. Accessed August 19, 2022. https://www.statista.com/statistics/999284/south-korea-korean-webtoon-popularity-worldwide/
Korean Foundation for International Cultural Exchange. (2022). Popularity of South Korean webtoons worldwide in 2021. Statista. Statista Inc.. Accessed: August 19, 2022. https://www.statista.com/statistics/999284/south-korea-korean-webtoon-popularity-worldwide/
Korean Foundation for International Cultural Exchange. "Popularity of South Korean Webtoons Worldwide in 2021." Statista, Statista Inc., 14 Feb 2022, https://www.statista.com/statistics/999284/south-korea-korean-webtoon-popularity-worldwide/
Korean Foundation for International Cultural Exchange, Popularity of South Korean webtoons worldwide in 2021 Statista, https://www.statista.com/statistics/999284/south-korea-korean-webtoon-popularity-worldwide/ (last visited August 19, 2022)