K-Webtoon company Suseong Webtoon announced on June 4 that it has successfully established itself in the Thai market through the global platform 'Toomics Global', officially kicking off its expansion into the Southeast Asian market. The company's experience operating a platform with a cumulative global membership of 60 million, combined with rising demand for K-Webtoons in Thailand, is credited with enabling steady growth in the local market.
Suseong Webtoon launched its Thai-language service in January and initially focused on monitoring local user response and stabilizing the service. Since April this year, the company has begun allocating a full-scale marketing budget to expand its user base. The cumulative number of members has surpassed 10,000. Approximately 97% of total members joined in the past two months, marking remarkable growth.
Paid content consumption is also expanding rapidly. The Return on Ad Spend (ROAS), which measures revenue efficiency relative to advertising costs, has reached 226.4%, delivering performance that exceeds expectations for an early-stage market entry.
Currently, the Thai-language platform offers a total of 72 titles, including 'Dambaepiji Maseyo', 'Taxi', and 'Boseu Tanimul Jege Jusipsyo'. The company plans to expand its content lineup to more than 130 titles within the year. Drama and romance genres centered on emotional narratives are reportedly resonating well with local readers.
A Suseong Webtoon representative stated, "Thai readers show a strong preference for content that combines emotional storytelling with everyday fantasy. From the outset, our strategy of selecting IP tailored to local culture and user tastes, and focusing on localization in translation, operations, and UI, has proven effective."
Thailand is one of the countries with high demand for Korean webtoons. According to the Korea Creative Content Agency, 47% of comic consumption in Thailand is K-Webtoons, and 58.3% of consumers have paid to access Korean comic content. The prevalence of mobile-centric content consumption and familiarity with K-content are seen as key drivers of webtoon market growth.
Building on its success in Thailand, Suseong Webtoon will expand its platform services to neighboring Southeast Asian countries such as Vietnam and Indonesia. Leveraging its experience operating platforms directly in North America and Europe, the company will pursue country-specific strategies in Southeast Asia through content localization, advanced marketing, and data-driven user analysis.
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