Webtoons: South Korea’s IP Goldmine

By Chris Weatherspoon

South Korea has consistently been at the forefront of innovation in mobile media consumption. Prior to the widespread use of smartphones, many Korean phones were equipped with Digital Multimedia Broadcast (DMB) technology. This technology, utilizing a retractable antenna, allowed DMB phones to receive live television broadcast signals, even while on the move or underground in the subway.

However, with the advent of smartphones, streaming apps such as YouTube, Netflix, tvN, and WAAVE have supplanted DMB. Despite this shift, one pre-2000s content consumption format has not only weathered the smartphone revolution but has also flourished: Webtoons!

Digital Media Broadcast phone

Upon initial observation, one might mistake a webtoon for a conventional comic book that has simply been uploaded to the internet. Indeed, this was how webtoons initially emerged in the late 90s. Visually, webtoons feature characters that bear a resemblance to those found in comic strips or animated series. These characters are presented in panels and use “bubbles” for dialogue, much like traditional comics.

However, unlike the static format of comic books, webtoons employ an infinite scroll layout, offering a more fluid and dynamic reading experience for users on both mobile and desktop devices. This continuous scrolling allows webtoon creators to control the pacing of the story in a way that traditional comic books cannot replicate. Furthermore, images can occupy the entire screen, eliminating the need for inconvenient zooming and page turning.

In South Korea, webtoons have surpassed printed Manwha (Manga) in popularity, with readers consuming webtoons at a rate approximately 3 to 4 times more frequently. They are also enjoyed by virtually every demographic. According to research conducted by the Korean government, webtoons are read almost equally by both women and men, and they remain popular among readers well into their 60s!

Catering to such a vast audience necessitates a broad range of genres, and webtoon publishers certainly deliver. Everything from BL (Boy Love) to philosophical fantasy adventures can be found on one of the numerous webtoon platforms. Broadcasters and streaming platforms were quick to recognize the potential of webtoon intellectual property, and it now serves as the source material for many popular adaptations.

Here are a few examples of hit webtoon adaptations that you should definitely know:

Movies:

<Secretly Greatly>

Secretly Greatly (2013): This film is based on the webtoon “Covertness”. It follows a group of young North Korean spies who have been undercover for so long that they have started to believe in their secret identities. Upon its release, the film shattered numerous box office records.

<Along with the Gods: The Two Worlds>

Along with the Gods (2017): Adapted from the webtoon of the same name, this movie chronicles the journey of a recently deceased man who must pass a series of trials in order to be reincarnated. The film was released in two parts which were shot back to to back: The Two Worlds (2017) and The Last 49 Days (2018). The former is the third highest-grossing film in the history of Korean cinema.

<Knuckle Girl>

Knuckle Girl (2023): This film tells the story of a female boxer who confronts the corrupt police and underworld in her quest to find her missing sister. A South Korean production featuring Japanese actors, Knuckle Girl is based on the Kakao webtoon of the same name and is an original production for Amazon’s Prime Video platform.

Animation:

<Tower of God>

Tower of God (2020): As one of the most popular series on Naver’s Webtoon platform, Tower of God chronicles the adventures of a boy named Twenty-Fifth Bam who faces numerous challenges as he attempts to ascend the enigmatic tower mentioned in the title, all in a bid to reunite with his friend Rachel. The series, which has been published since 2010, has been adapted into both a mobile game and an animated series.

<Lookism>

Lookism (2022): follows the journey of Park Hyung Seok, a disadvantaged, unattractive, and out-of-shape teenager who is mistreated by nearly everyone he encounters. Unexpectedly, Park finds himself in a unique situation: he is given a second body that is physically fit and incredibly attractive. Whenever Park falls asleep, he switches between the two bodies. Lookism explores the discrimination that unattractive individuals often face in a society that values physical appearance.

Television Shows:

<Itaewon Class>

Itaewon Class (2020): On the worst day of his life, high school student Park Sae-ro-yi loses everything when he confronts the son of a powerful businessman and is unjustly imprisoned. Upon his release, Park is determined to take control of his life and succeed at all costs. He starts a small business in Seoul’s international neighborhood of Itaewon, but his plans attract the attention of old adversaries. Released during the pandemic, “Itaewon Class”was a hit, becoming one of the highest-rated television dramas of all time.

<Misaeng: Incomplete Life>

Misaeng: Incomplete Life (2014): The series revolves around Jang Geu-rae, a former child prodigy in Baduk (Go) who, due to circumstances in life, fails to achieve professional success. He is given an opportunity to intern at a major trading company, but with only a high school GED, many of his colleagues view him as uneducated and incompetent. However, Jang is far from unintelligent. He leverages his knowledge of Baduk strategy to navigate the complex, cutthroat, and often harsh office culture prevalent in South Korea. This critically acclaimed series sparked a conversation about the challenging nature of Korean work culture.

Reverse Adaptation:

Certain series were so popular that they were subsequently adapted into the webtoon format.

<Extraordinary Attorney Woo Young Woo>

Extraordinary Attorney Woo: The story centers around Woo Young Woo, a young, neurodivergent attorney who lands a job at a major law firm. Her awkward communication skills, unusual behavior, and inability to read social cues often lead to ridicule from her peers. However, armed with her genius-level intelligence and photographic memory, Woo is determined to prove herself as a competent lawyer deserving of respect and equal treatment.

<Signal>

Signal (2016): This series revolves around a criminal profiler who stumbles upon a mysterious walkie-talkie that enables him to communicate with a police officer from the past. Together, they collaborate to solve crimes in both the past and present, altering history, sometimes with catastrophic results. Drawing inspiration from real Korean serial murder cases, Signal garnered near-universal acclaim and has since been remade in Japan, India, China, and Thailand. The webtoon adaptation of this series, was announced (as was a season 2), and fans have been eagerly awaiting its release for years.

In the future, Break Through Now Media plans to provide more information on South Korea’s webtoon industry.

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