Naver Webtoon Misogyny Controversy Sparks Strong Refund and Membership Cancellation Boycott Movement

Suspicion of Boycott Mockery and Hate Bystanding
10% Decrease in Users Since Boycott Movement

Naver Webtoon is facing fierce backlash from readers amid controversy over allegedly overlooking misogynistic content.

On the 22nd, posts certifying a 'Naver Webtoon boycott' have been continuously uploaded on X (formerly Twitter) and online communities. The boycott movement is unfolding in the form of refunding Naver Webtoon Cookies (electronic currency for viewing webtoons) or withdrawing membership.

Cover of "Isekai Pongpongnam" serialized on Naver Webtoon. Photo by Naver Capture

The actual number of users is also decreasing. According to mobile application research firm Mobile Index, Naver Webtoon's daily active users (DAU, Android basis) dropped by about 10%, from the previous 2.2 to 2.3 million to around 2.0 to 2.1 million after the boycott movement.

The Naver Webtoon controversy spread after the amateur webtoon "Isekai Pongpongnam" passed the first round of screening in the 2024 Greatest Ground Contest at the end of last month. This webtoon depicts a 39-year-old man who is betrayed by his wife, loses his assets during the divorce process, and then crosses over to another world. The title uses the term "Pongpongnam," referring to a man who marries a woman based solely on economic conditions, which was the last man the woman, who dated several men, married.

As a result, female readers criticized Naver Webtoon for overlooking content that promotes misogyny.

Promotional post for 'Childhood Friend Complex' posted on Naver Webtoon X (formerly Twitter) account. Photo by X capture

Furthermore, the controversy reignited when allegations arose that Naver Webtoon mocked readers' boycott movement. On the 16th, Naver Webtoon promoted the webtoon "Childhood Friend Complex" on its official X account using meme phrases such as "Boycotting Childhood Friend Complex. Buying it like wildfire, buying it as hot as fire," which was pointed out as mocking the recent boycott movement.

Regarding the controversy over the use of the 'boycott meme,' Naver Webtoon explained that it was produced and released on the 10th of last month, before the boycott movement triggered by "Isekai Pongpongnam," and that it was automatically republished due to low exposure. In an official apology, Naver Webtoon bowed and said, "It was a mistake in operating the advertising campaign," and "We sincerely apologize to the author of the work who may have been troubled by this issue and to everyone who felt discomfort."

Meanwhile, "Isekai Pongpongnam" is an amateur webtoon submitted to the contest, and considering freedom of expression, it is known to be difficult for Naver Webtoon to make the webtoon private. However, it is unlikely to pass the second round of screening, which will be announced on the 22nd of next month. Unlike the first round, which evaluates based on drawing, volume, and story, the second round comprehensively evaluates reader responses.