Comics Industry Trends in Korea in 2020

Published in

AJ Marketing Blog

9 min readFeb 5, 2021

Let’s dive into the fascinating world of comics in South Korea! 1950s and 1960s was a time of tremendous political and social development, and guess what? Comics, or should I say “manhwa,” soared in popularity like never before! As the country embraced industrialization after the Korean War, manhwa gained incredible traction, capturing the hearts of people across the nation.

You know what’s really cool? Manhwa was heavily influenced by Japanese manga, which played a significant role in shaping its development. It’s incredible how this art form took on a life of its own, becoming a term used for Korean comics, print cartoons, and animated cartoons. And print comics were all the rage well into the ’80s and ’90s, especially with the introduction of “manhwabangs”! These fantastic cafés were jam-packed with enthusiastic readers, predominantly young students, who would borrow armfuls of comic book volumes at a time. Talk about a paradise for comic lovers!

But hold on, we’re not done yet! The advent of the Internet and smartphones brought about a whole new era for manhwa. It’s like a modernization revolution, my friend. Now, we have digital comics that can be conveniently accessed and enjoyed on phones and laptops. How awesome is that? In the 2000s, online comic strips known as “webtoons” skyrocketed in popularity, taking the world by storm.

Fast forward to today, and the Korean digital comics industry is a force to be reckoned with. It’s the third largest in the world, valued at a whopping $1.4 billion, trailing only behind the United States ($1.6 billion) and Japan ($3.8 billion). But here’s an interesting twist — print comics still hold their ground, especially among loyal fans and older readers who cherish the tangible experience of flipping through those pages.

Now, if you’re hungry for more captivating information about comic users in Korea and the exciting trends that lie ahead, don’t stop here! Keep reading this article because we’ve got some mind-blowing facts and insights waiting just for you. Get ready to immerse yourself in the world of comics like never before!

The following data was taken from a national survey of Koreans (ages 10–59) who have used or read some kind of comics within the past year.

1. Status of Comics Readers

Hey, guess what? When it comes to reading comics, it seems like the majority of respondents can’t get enough! The highest frequency reported was 23.0% for “1–2 times a week.” We mean, that’s some serious comic devotion right there. And let’s not forget the avid readers who claimed to read “almost every day,” coming in at a close second with 19.9%. It’s clear that comics have a special place in their hearts. Oh, and 16.4% of the respondents mentioned that they indulge in comics “2–3 times a month.” It’s safe to say that there’s no shortage of comic enthusiasm! In fact, a whopping 58.1% of all respondents read comics at least once a week. Talk about a comic frenzy!

Data from KOCCA, Chart Made by | www.ajmarketing.io

Now, here’s an interesting tidbit. When we compare the results to 2019, it turns out that more people are diving into the world of both print and digital comics on a regular basis. And get this, ladies are leading the charge! The ratio of “almost daily” use was higher among women (21.5%) compared to men (18.4%). Women really know how to embrace the magic of comics, don’t they?

(Data for the ‘Once every 4–6 months’ has only started to be asked beginning in 2019.)

2. Digital Comics User Habits

Hold onto your hats because we’re about to unveil some exciting stats about digital comics! Out of the 2,868 respondents who have used digital comics in the past year, a whopping 26.1% reported using them “1–2 times a week.” Looks like these folks can’t resist the allure of digital panels and captivating storytelling.

Now, here’s the real question: do these devoted digital comic fans pay to indulge in their reading adventures? Well, well, well, 56.4% of them proudly responded with a resounding “yes!” They understand the value of a good story and are willing to support their favorite creators. However, 43.6% admitted to sticking with free options. And hey, who can blame them?

In Korea, there’s an abundance of amazing platforms to satisfy their digital comic cravings, like Naver’s LINE Webtoon, KaKao’s Piccoma, and NHN’s Comico. These platforms have revolutionized the art of storytelling, providing a customized drawing technique and a unique method of storytelling optimized for mobile viewing. But you know what’s interesting? Despite the free options available, more than half of the surveyed users are willing to open their wallets for exclusive stories, easy accessibility, and convenience.

Oh, and let’s talk money. When asked about their spending habits on digital comics, a whopping 51.4% mentioned that they spend less than 5,000 KRW. That’s pretty budget-friendly, right? Around a quarter of users fall into the 5,000–10,000 KRW range per month, while a small but enthusiastic 0.6% of people go all out and spend more than 100,000 KRW per month. Whoa, talk about committed fans!

These guys are serious about their comic addiction and don’t hold back. It’s clear that many users opt for regular subscriptions, paying a fixed monthly fee to enjoy their favorite mobile platforms for reading comics. Talk about dedication!

3. Criteria for Choosing Print Comics

Let’s talk about print comics for a moment, shall we? We had the opportunity to ask print comic users how they choose the series they want to dive into. And you won’t believe what we discovered! The top five criteria that caught their attention were: storyline/plot, popularity, genre, quality/artistry, and pictures/illustrations. It’s all about finding that perfect combination to capture their imagination.

Now, here’s a little insider tip: storyline/plot stole the show as the most important criterion, with a whopping 51.5% of users placing great importance on a captivating narrative. They want to be transported to new worlds and get lost in the twists and turns of a well-crafted plot. After all, who can resist a story that keeps you on the edge of your seat?

But wait, there’s more! Let’s talk about the top five genres that dominate the world of print comics in South Korea. Get ready for some thrilling choices! Coming in strong at number one is comedy/humor, chosen by 50.6% of users. Laughter is indeed the best medicine, and it seems like readers can’t resist a good chuckle. Following closely behind are action/martial arts, fantasy/science fiction, romance, and mystery/thriller. These genres have a special place in the hearts of comic enthusiasts, providing them with thrilling adventures, epic battles, heartwarming romances, and mind-bending mysteries. It’s a smorgasbord of excitement!

4. Print Comics User Habits

When we asked respondents if they had ever paid to read print comics in the past year, we got some interesting results. A whopping 56.4% responded with a confident “yes,” while 43.6% said “no.” It’s clear that there’s a diverse range of comic readers out there, with different preferences and habits.

Now, here’s an intriguing insight. The popularity of print comics seems to be on the decline as digital forms take the stage. However, among the 42.5% who answered “yes,” we discovered something fascinating — they were mostly men and women above the age of 35. These seasoned comic readers have been loyal to print comics, continuing their cherished habits despite the rise of K-webtoons and mobile comics. It just goes to show that some traditions are hard to let go of, right?

Speaking of spending, when it comes to print comic readers, a majority of people (40.9%) spend an average of 10,000–30,000 KRW per month. It’s a reasonable investment for the joy of immersing oneself in the pages of a printed comic. However, only a small fraction, 1.5% of respondents, responded with spending more than 100,000 KRW per month. It seems like these comic enthusiasts spare no expense for their passion!

5. Comics and COVID-19

Ah, the COVID-19 outbreak — the event that changed our lives in so many ways. And guess what? It also had an impact on comic reading habits! After the pandemic hit, digital comics users saw their usage time increase by a staggering 37.4%. On the other hand, print comics users experienced a 23.9% increase. It’s clear that during those challenging times, people sought solace in the captivating world of comics.

Interestingly, when we asked about the effect of COVID-19 on reading habits, 25.0% of print comic readers responded that they read fewer comics due to the pandemic. However, only 8.9% of digital comics readers said the same. It seems like the convenience and accessibility of digital platforms helped users stay engaged with their beloved comics.

Now, here’s something worth noting. More than half of the respondents for both digital and print comics users mentioned that their reading habits stayed about the same as before. It seems like the love for comics knows no bounds, pandemic or not!

Oh, and let’s not forget the gender differences. Among digital comics users, women experienced a 38.6% increase in usage time, while men had a slightly lower increase at 36.3%. On the other hand, print comics users, particularly those aged 20–24 years, saw a relatively higher decrease in usage time. It’s interesting to see how different demographics adapted to the changing circumstances.

And finally, we wondered if these comic readers would stick to their current habits once the “COVID” era ends. Well, 69.9% of digital comics users and 60.8% of print comics users believed that their future usage would be similar to how it is now. They’re committed to their comic adventures! However, 30.1% of digital comics users and 39.2% of print comics users expressed the possibility of reading fewer comics and returning to their pre-COVID-19 usage patterns. Change is inevitable, and it’ll be interesting to see how comic reading habits evolve in the post-pandemic world.

Conclusion

Comics has a rich history in South Korea, from its early days inspiration from Japanese manga, to becoming its own form called manhwa, then eventually developing into the modern webtoon. Though the rise of digital comics have overshadowed the original print novel and magazine form of comics, both platforms offer fans a way to enjoy this decades-old form of entertainment.

The average maximum amount that people seem to pay for comics (both print and digital) seem to be no more than 30,000 KRW. While many platforms are free, paid comics usually offer more exclusive, explicit and in-demand content.

The popularity of manhwa and K-webtoons is prevalent around the globe now. Many publishers have recognized this global demand and now offer their comics in English to cater to fans around the world.

With the COVID-19 outbreak, usage of digital comics increased in correlation to more time spent using smartphones.

If you are interested in learning more about Korea’s industry trends, check out the AJ Marketing Blog.

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