The innovative vertical-scrolling digital comics known as webtoons are expanding their reader base internationally. (Image courtesy of Yonhap)
SEOUL, Apr. 4 (Korea Bizwire) – Originating from South Korea, the innovative vertical-scrolling digital comics known as webtoons are expanding their reader base internationally, transcending their niche subculture status to become mainstream entertainment content enjoyed by audiences worldwide.
Previously perceived as a hobby among a select group of enthusiasts outside Korea, webtoons have now emerged as a cultural phenomenon, as indicated by a recent survey conducted by the Korea Foundation for International Cultural Exchange.
According to the “2024 Overseas Korean Wave Status Survey,” 30.9% of respondents with experience in Korean Wave content described the popularity of Korean webtoons as being at a “mass popularity” level.
The survey, which involved 25,000 participants aged 15 to 59 from 26 countries familiar with Korean cultural content, revealed that nearly one in three respondents acknowledged webtoons as widely popular, with a smooth sales channel for related merchandise.
This marks a significant shift from just three years ago, in 2020, when the majority of responses suggested webtoons were primarily popular among a small group of aficionados.
Regionally, the survey highlighted that webtoons enjoy considerable popularity in Middle Eastern countries such as Egypt, Saudi Arabia, and the United Arab Emirates (UAE).
In Egypt, over half of the respondents (52.9%) recognized the widespread popularity of webtoons, while in Saudi Arabia and the UAE, around four in 10 respondents echoed this sentiment.
Conversely, in countries like Japan, Kazakhstan, and Russia, the survey found that more than 30% of respondents rarely engaged with webtoons, indicating varied levels of reception across different regions.
The average webtoon enthusiast spends approximately 12.4 hours per month immersed in these digital narratives. However, despite the growing interest, the survey noted a slight decrease in overall favorability towards Korean webtoons, with a 71.7% approval rate, down by 2.1 percentage points from last year.
Fans of K-webtoons cited “well-constructed and robust stories” (29.3%) and “realistic and intricate illustrations” (29.0%) as the main reasons for their appeal.
Notably, in the Asia-Pacific region, 25.7% of respondents appreciated webtoons for being the original source material for popular dramas and movies, highlighting the symbiotic relationship between webtoons and other Korean Wave contents.
Despite the burgeoning popularity, the willingness to pay for webtoon content remains relatively low, with 37.6% of respondents expressing no intention to purchase, slightly outnumbering those who said they were willing to pay (33.6%).
Lina Jang (linajang@koreabizwire.com)
