Webtoons Like BTS and Blackpink... Targeting Demand Creation Through Overseas Exhibitions

Exhibitions Held in the Philippines, Vietnam, Belgium, and More

The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency announced on the 20th that they will hold exhibitions of Korean comics and webtoons in Southeast Asia and Europe. They aim to introduce the charm of webtoons to global comic readers who are only familiar with traditional print comics. A Ministry of Culture official said, "Just as BTS and BLACKPINK have expanded the territory of K-pop worldwide through their global performances, we hope this exhibition will lead to an expansion of the webtoon audience and help domestic companies advance overseas."

The Southeast Asian comics and webtoon market is not larger than other regions. According to market research firm Cognitive Market Research, the global market share in 2022 (excluding Vietnam) was only 5%. However, it is traditionally considered to have high interest in the Korean Wave, indicating sufficient potential for demand creation. Europe also has a solid base of Japanese 'manga' consumers who could transition to webtoons.

The first country to visit is the Philippines. Considering that locals prefer romantic comedy and drama genres, the exhibition will focus on 'What's Wrong with Secretary Kim' and 'The Red Sleeve Cuff' starting from the 21st. 'What's Wrong with Secretary Kim' was remade as a drama locally in March and was a hit, topping the online video service (OTT) Viu for three consecutive weeks. A Ministry of Culture official said, "We plan to attract attention by recreating spaces from the webtoon, such as the vice chairman's office and the secretary's office, in real life at the exhibition venue." 'The Red Sleeve Cuff' will be promoted directly by the artist Jo Hye-seung, who handled the artwork. She will participate in story concerts and comic drawing workshops to spark interest in webtoons.

The exhibitions will continue in Vietnam, Indonesia, Belgium (all in September), Italy (October), and Singapore (November). Popular webtoons will be selected based on the preferred characteristics of K-content in each location, and exhibition and experience spaces utilizing these will be created. A Ministry of Culture official said, "Korean Cultural Centers abroad in each country plan to separately organize webtoon contests, story concerts, business exchange meetings, and webtoon workshops."