The Evolution of Korean Webtoon Platforms in the Japanese Market
Since the 2010s, Korean webtoon companies have shifted from exporting individual works to introducing their own digital platforms and business models into Japan. This strategic change has fundamentally altered how manga is distributed and consumed in the Japanese market.
Korean operators like NAVER and NHNPlayArt entered Japan by launching apps such as comico and LINE Manga, which introduced the vertical-scroll format and serialized distribution models. Unlike previous efforts that focused on individual titles, these companies successfully exported their entire platform infrastructure and business strategies. This shift has influenced local creators to adapt their work to these new digital distribution systems. Consequently, platforms like LINE Manga and Piccoma have become dominant forces by integrating Korean business models with local content preferences.
