One of my pleasures in my youth was going to "manhwa-bang," or comic book cafes, and reading comics and cartoons all day long. There was a manhwa-bang on every street corner in Korea and they housed thousands of comic books for in-store reading for a small fee. Although there were some notable Korean ones, most of the comic books at manhwa-bangs were Korean translations of popular Japanese mangas. No wonder, considering Japan was the undisputed king of manga and anime.
Fast-forward to 2024 and manhwa-bangs in Korea have significantly decreased in number. Japan is still a powerhouse of comics, but its influence has waned. As for me, I am still an avid reader of comics, but I no longer visit the manhwa-bang. Instead, I read mine from my smartphone, using a webtoon platform.
Webtoon is a Korean invention. It refers to either digital comics or a mobile/web platform that houses said comics. It is different from traditional manga in that it is optimized for digital reading on smartphones. Japanese manga is still predominantly produced on paper and distributed through weekly comic magazines. The digital versions of manga are usually computer-scanned copies of those paper magazines. But the webtoon is different. It utilizes the unique characteristics of digital and mobile platforms. Its vertical panel style with scrolling makes full use of a smartphone screen. It is also quite colorful — literally — unlike typical black-and-white manga, and often comes with sound effects and animations. It is easy on the eye and satisfies all senses. Furthermore, webtoons allow readers to interact with authors and other readers, enhancing the reading experience.
The business model for webtoons is multifaceted, generating revenues from users’ micropayments, ads and sales of print copies and merchandise, to name but a few. The webtoon’s digitized format and open architecture also makes production of comics easier. People who are not experts at drawing can become authors relatively easily and collaboration opportunities abound.
In the webtoon universe, all sorts of creative ideas and stories are flourishing, from romance stories and fan fiction to serious human dramas. As such, webtoons have become a treasure trove for the Korean wave. Take a look at the list of popular K-dramas, movies and shows, the majority of them are adapted from original webtoons.
I pay close attention to webtoons because they are not just comics. They are a platform where ideas and content are created and shared, not unlike social media platforms like Facebook and TikTok. And they are a uniquely Korean creation. In the same vein, K-pop is not just a musical genre but also a platform where artists and fans from all over the world explore new ideas and styles. This is important because in our age and time, platforms are what drives an economy and the public discourse. Whereas most platforms are owned by U.S. companies, now we see the emergence of platforms from other countries.
Webtoons are becoming a global platform. As of last year, Naver’s webtoon brands, the largest of its kind, have 12 million creators and 175 million monthly active users from more than 150 countries around the world, according to the company. We also see a growing number of authors creating stories in their local languages, not just in Korean or English. That’s a good sign for a “global” platform.
I sometimes miss the paper comics at the manhwa-bang. I also sometimes read paper copies of newspapers appreciating the feel and smell of the ink and the pulp. But as the vast majority of newspaper readership transitioned from paper to digital, comics followed suit. And it comes with many benefits and exhilarating experiences.
I am terrible at drawing, but I am thinking of authoring a comic, in addition to writing newspaper columns. Webtoon platforms encourage that.
Min Seong-jae (smin@pace.edu) is a professor of communication and media studies at Pace University in New York. He is a 2023–24 Fulbright U.S. Scholar to Korea.
Webtoon, global platform
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07.05.2024
One of my pleasures in my youth was going to "manhwa-bang," or comic book cafes, and reading comics and cartoons all day long. There was a manhwa-bang on every street corner in Korea and they housed thousands of comic books for in-store reading for a small fee. Although there were some notable Korean ones, most of the comic books at manhwa-bangs were Korean translations of popular Japanese mangas. No wonder, considering Japan was the undisputed king of manga and anime.
Fast-forward to 2024 and manhwa-bangs in Korea have significantly decreased in number. Japan is still a powerhouse of comics, but its influence has waned. As for me, I am still an avid reader of comics, but I no longer visit the manhwa-bang. Instead, I read mine from my smartphone, using a webtoon platform.
Webtoon is a Korean invention. It refers to either digital comics or a mobile/web platform that houses said comics. It is different from traditional manga in that it is optimized for digital reading on smartphones. Japanese manga is........
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