Kaleidoscope Monthly Users Near 800,000
Over 85% Are Readers in Their Teens to Twenties
Woowa Brothers is achieving remarkable results not only in delivery but also in the webtoon sector. The monthly active users (MAU) of the webtoon platform 'Manhwakyung' have nearly quadrupled compared to a year ago. The growth driver was gaining popularity among the 'Generation Z,' ranging from late teens to twenties, based on differentiated user communication.
Woowa Brothers announced on the 27th that the monthly users of the Manhwakyung app reached 760,000 as of last month. This is a significant increase from 200,000 in August last year. In terms of user numbers, it has risen to become one of the top three webtoon platforms in Korea, following portal companies' webtoon services such as Naver and Kakao.
Manhwakyung was launched by Woowa Brothers in August 2019. Unlike other webtoon platforms, it is characterized by content focused on the small pleasures of daily life and non-provocative themes. Starting with 12 works at the beginning of the service, Manhwakyung has continued to grow, now boasting about 180 contracted artists and over 200 cumulative works in about four years.
In particular, more than 85% of Manhwakyung's readers are classified as Generation Z, aged between their teens and twenties. Popular content such as 'Byeolil Eopsi Sanda' by artist Kikni and 'Daehyungjak Gamjabap' by artist Gamja has gained popularity among Generation Z, which has also increased interest in other serialized webtoons exclusive to Manhwakyung.
Woowa Brothers also pointed to communication features represented by 'GureumTalk' and 'TagTalk' as the background for Manhwakyung's rapid growth based on Generation Z. Introduced last year, 'GureumTalk' is a scene-by-scene feedback feature. While existing webtoons only allowed comments at the bottom of episodes as the sole communication channel, Manhwakyung enables active participation in each scene while reading the comics. This feature sees higher response and participation rates among younger readers. When 'GureumTalk' is turned on, users can enjoy webtoons by conversing with other readers or artists in each scene within an episode. 'TagTalk' is a community within the Manhwakyung app where users can create and share content. During vacation periods, when the mobile usage time of Generation Z?the main user base of Manhwakyung?increases, TagTalk posts have more than doubled, receiving enthusiastic responses.
Since December last year, Woowa Brothers has also expanded user touchpoints by adding a webtoon menu to the Baemin app. Regarding why a delivery app offers webtoon services, Woowa Brothers explained it as an interest in 'culture.' Since the early days of the Baemin service, Woowa Brothers has conducted various cultural events such as developing and distributing Korean fonts, publishing the food documentary magazine 'Magazine F,' supporting indie musicians, and hosting the Baemin New Year's Literary Contest. A Baemin official said, "We are trying various things in the sense of delivering something that brings happiness to people, not only food but also comics and content."
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