Manga Sales Surge Thanks to Anime Adaptations

In a surprising twist, the popularity of manga is experiencing a revival, thanks in part to the success of anime adaptations. Recently, architect Yoo Hyun-jun from Hongik University sparked curiosity when he shared a scene from the popular Japanese manga 'Attack on Titan' on his social media, prompting comments like, "Did your account get hacked, professor?" He accompanied the post with a thoughtful analysis and a 50-minute video on his YouTube channel.

Traditionally viewed as a niche interest for enthusiasts, manga has seen a shift in perception. In the early 2000s, the rise of webtoons led to the closure of many comic book stores across the country. However, the status of printed manga is changing. In the third week of March, the best-selling book on the online bookstore Yes24 was 'Sakamoto Days 20 Triple Special Edition' (Daewon C.I.), a Japanese action-comedy manga that follows the daily struggles of Taro Sakamoto, a legendary assassin turned soft and plump after retirement. The anime adaptation, released on Netflix in January, quickly climbed to the top of South Korea's 'TOP 10 Series' list.

Global streaming platforms like Netflix and Disney+ have significantly boosted the popularity of anime based on manga, leading to a resurgence in sales of printed manga. According to an analysis by Kyobo Bookstore, manga sales increased by 9.8% in the first half of this year compared to the same period last year. A representative from Kyobo noted that interest in manga spans across generations, with both younger (ages 10-20) and older (ages 30-40) demographics purchasing manga. The demand for manga has continued to grow steadily, surprising even industry insiders who expected a temporary spike following the 'Slam Dunk' craze.

Yes24 reported a 13.8% increase in manga sales from January to April compared to the previous year, and a remarkable 24.5% increase compared to the same period five years ago.

Japanese anime has become one of the major beneficiaries of the OTT boom. Contrary to the stereotype that manga is solely for children, the Japanese industry has consistently produced content suitable for adults, with titles like 'Attack on Titan,' 'Demon Slayer,' and 'Jujutsu Kaisen.' The improvement in overseas distribution of anime through OTT platforms has allowed these adaptations to gain global popularity, achieving what can be described as a 'super hit.' 'Sakamoto Days' has not only topped charts in South Korea but has also maintained a spot in Netflix's 'Global Top 10 TV (Non-English)' for ten consecutive weeks. The share of overseas sales in the Japanese anime industry, which was only 17% in 2012, has now grown to over 50% in 2023, with the revenue from the anime sector on OTT platforms skyrocketing from 34 billion yen (approximately $327 million) in 2013 to 165 billion yen (approximately $1.6 billion) in 2022.

Manga is reaping the benefits of this anime boom. Kwon Moon-kyung, a PD for manga and light novels at Yes24, stated that while manga was once seen as a niche interest, the recent popularity of various anime films and series has made it a mainstream content choice, especially among the younger generation. Following the release of 'Demon Slayer' Season 1 on Netflix in 2021, the original manga's 24 volumes dominated the bestseller list in the manga and light novel category on Yes24.

Today's manga buyers often prioritize collecting over quickly consuming new content. For instance, a 28-year-old office worker named Seo, who lives in Gwangju, attended a 'Jujutsu Kaisen' exhibition in Seoul last November. He shared, "I already know the story from watching the anime, but I want to keep the books as well, so I have the complete set of 'Jujutsu Kaisen.' I also bought some merchandise of my favorite characters at the exhibition."

With the renewed interest in printed manga, Korean titles are also being re-released. Notably, 'Unplugged Boy' volumes 1 and 2 by cartoonist Chun Gye-young, famous for the line "I dance hip-hop when I'm sad," were republished last month after 28 years by Munhakdongne.