So, without further ado, here are three major shifts that have come to define the modern webtoon market. And maybe three more that are likely to shift it further.

Paid Content

The first is the introduction of microtransactions to the webtoon industry by Lezhin Comics back in 2013. Until this point, webtoons were generally free and hosted by search engines like Naver and Daum.

The introduction of paid content (a) allowed webtoon platforms to invest more funding into publishing and marketing now that there was a direct financial incentive to doing so and (b) kicked off a talent search for webtoon creatives leading to a golden age in the webtoon industry.

More financial competition meant that creatives could negotiate terms leading to bidding wars and better practices in the Korean market. With millions of dollars in play, this also brought in government oversight leading to official reviews of publication and contracting practices.

While such safeguards would’ve eventually come to the webtoon industry, the scale of revenues being generated in the industry certainly increased the pace.

The Move to the Studio System

Prior to 2018, the vast majority of webtoons were being produced by independent creators either solo or in small teams. Currently, nearly all AAA-projects are studio-based with tens of creatives working together to produce high-quality titles.

This not only increased the budget for webtoon production, but it made high quality art par for the course changing the landscape of webtoons. What started as an industry of indie creators telling deeply personal stories has blown up into a multi-billion dollar industry full of polished works vying for the top spot.

The downside is the lack of independent works in the market now. Studio-backing comes with strings, usually in the form of IP ownership. The current studio system in Korea is similar to the anime production pipeline in Japan wherein the individual creator (usually a webnovel author) who started the IP loses control and ownership of the IP in exchange for highly-rendered webtoon production.

And, with hundreds of thousands of dollars at risk in production, the industry has shifted to stable revenue generating stories rather than experimental and highly personal storytelling. In other words, a lot of romance fantasy and action fantasy titles.

While the move to studio-production isn’t the sole reason for the current era of webtoon “sameness”, it is one of the biggest factors in keeping it going.

It’s a Small World After All

Finally, we have the expansion and failures of the international market. Naver WEBTOON, Lezhin Comics, and Tapas are three of the biggest overseas names in webtoons operated by Korean companies.

But for each success, there are multiple failures like Piccoma Europe and Pocket Comics not to mention KDKD (Lezhin’s NFT platform), Peanutoon, and KTOON in Korea.

Post-COVID, webtoon publishers and platforms wanted to spread to each corner of the planet and replicate the successes of the North American market only to find that you couldn’t copy-paste business strategies across cultural lines.

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The Future

So, where are we going?

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I learned pretty quickly that copywriting in Korea starts with the Korean copy. But where you end is copy in English that has to stand on its own in the international market.

The same was true for subtitles. It needed to read like dialogue, not like translation of dialogue. No one wanted to read “Please understand our situation” when “This is the best we can do” would be better.

When I eventually found work as a webtoon translation PM, everything I’d learned from subtitling and copywriting came into play. Luckily, the webtoon translation field was still in its early stages and everyone was still shaping how webtoons should look and feel.

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First (Unsteady) Steps

My first week at Big Red, I was assigned four webtoon titles. One was a new launch that was scheduled to publish in two weeks while the other three were existing titles that had been publishing in English anywhere from three months to a year. The next week, I got another three titles. The week after, another three.

Until that point, I’d never translated, much less edited, a webtoon in my life. By the end of the second month, I’d be editing one new launch every week with about four episodes edited and uploaded every day. By the end of the first quarter, that number was closer to 5 or 6 for a total of 25 to 30 episodes a week.

Deep end of the pool mentality. Absolutely mental in hindsight.

That first year included working on weekends, staying at the office until 11 PM, and working from the car during my rehearsal dinner the night before my wedding. I started at the same time as another colleague and when the team started to expand, we were adamant that the next set of webtoon translation editors start slower.

“Give them two titles the first week,” we said.

“They’re going to need time to adjust to the breakneck speed we work at,” we reasoned.

“No one’s going to stick around if you try to replicate our training schedule,” we warned.

It worked better, at least I think so.

The next set of editors worked up to 5 titles in the first month and only launched up to 2 titles a month for the first three months. It still felt fast, I’m sure, considering they were eventually in charge of 10+ titles within three months. But it gave them time to read and understand stories in order to do the best we could to translate and localize the webtoon titles.

The official job title for translation editors is “Project Manager”, or PM. You can find them at webtoon platforms, webtoon translation companies and publishers. In the first generation of webtoon publishing, PMs were responsible for the final product (the product being the final manuscripts which were uploaded to servers). That meant checking the translation, typesetting and design to make sure that (a) the episode was translated properly and (b) none of the original designs were “damaged” during the typesetting process.

In ideal cases, translators and typesetters submitted completed manuscripts that could be published as-is. And also, in those fairy tale cases, the PM was native-level fluent in the target language allowing them to perform final checks and edits as necessary.

Which, again, in ideal cases, was unnecessary.

In reality, I spent about 40 hours a week re-editing and re-typesetting webtoons during my tenure as a PM. It was everything from fixing translations, resizing bubbles, and redoing effects on typesetting. Basically, I reworked hundreds of episodes every week to read and look “better” for English native speakers. I would work on weekends to get an early start on the next week’s episodes and double-check JPEGs when they were published to make sure there were no errors on the platform-side that needed to be adjusted.

The maximum number of webtoons I edited was about 44 a week. I edited each episode with most averaging at about 25 minutes, but some taking upwards of 1 hour if the files were too large or if there was too much to edit. If episodes consistently took longer than 1 hour to edit every week, I’d start cataloging mistakes and issues in an excel sheet with screenshots to send to translators or typesetters. More often than not, it was translators. Typesetting fixes were usually 15 - 20 minutes at most.

Most PMs maxed out at 30 titles a week.

There are often other responsibilities in addition to editing webtoons including helping with copywriting, design, contracting and communicating with freelancers. Still, that was the system at Big Red that allowed for maximum publishing while still keeping a focus on quality translations.

At one point, Lezhin was, in fact, the most efficient and biggest translator of webtoon content, in the world.

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Violet’s Turning Violet

(For all the young readers or non-American folks who don’t know the provenance of the quote above, I highly recommend watching “Willy Wonka and the Chocolate Factory”. Not the Tim Burton version.)

The obvious problem with the system was scale. Assuming 5 editors, a platform would max out at ~150 webtoon titles per language. In order to grow, you would need to either (a) increase the number of translation PMs or (b) cultivate a very unhealthy work environment.

It’s one thing to have a translation team of six, but considering that Korea topped out at 15,000 new webtoons in a single year… you’d need massive teams to handle the cream of the crop.

Keep in mind that Lezhin published about 50 new launches in March 2026 and WEBTOON did 40, the only option that makes sense is that they would be hiring new PMs at a rate of 1 per month (technically 2 for Lezhin’s case).

That’s 12 per year and likely topping out at 24 just to handle Korean to English. Just to handle English and Japanese, you’re looking at 48 employees to handle internal checks for one company.

Remember how I said that Lezhin was, at one point, the biggest webtoon translation company in the world?

Lezhin is a webtoon platform and publisher that, out of necessity, had to build a massive translation team that rivaled anything else in the world. At one point, LezhinUS was publishing about 25 new titles a month and everything was being edited in-house with the support of an army of freelance translators and typesetters. That’s over 200 ongoing titles in English alone which meant a team of ~10 PMs for English not to mention 6 Japanese PMs, 2 Spanish PMs and a separate division of French and German-speaking PMs (Thai and Indonesian didn’t come until later, so I’ll leave them out).

But this was a massive drag on the system. The translation PM team (who technically weren’t supposed to be translating anything) was over 20 people who each managed 20 to 30 titles in multiple languages for a company that really wanted to focus on the publishing aspect of webtoon distribution. And it wasn’t just Lezhin, similar teams and groups existed at Naver, RIDI, Toomics, Toptoon and every other webtoon platform in Korea.

Enter the translation companies.

Instead of publishers and platforms handling the translation and typesetting for webtoons in-house, translation companies presented a cheaper and easier option for webtoon translation production. By using third-party companies, platforms could reduce payroll, increase webtoon publishing numbers, and slowly shift quality responsibilities to another company altogether.

Translation companies, on the other hand, were built specifically for translation. They developed software, cloud services, and translate at scale and developed protocols built specifically for webtoons.

Everything we PMs at webtoon publishers had cobbled together through years of trial and error were fine-tuned by the translation companies with the explicit goal of increasing translation numbers.

At its core, the system isn’t much different. PMs work with freelance translators and typesetters to complete translations for clients. But by using a multitude of software and cloud services, PMs are able to handle more titles.

Often the tagline is somewhere between 100 to 400 per PM.

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Someone Pop Violet

The tagline was nice.

But the fact that publishers and platforms could have lighter payrolls and shift away responsibilities for quality was more than enough incentive. Editors saw the potential of less overtime and easier schedules. Executives saw the possibility of removing the need for internal QC altogether.

For their part, a lot of translation companies scouted out webtoon translators that were employed by platforms and brought them onboard fast. I know a few of my favorite webtoon translators made the jump. And the PMs were essentially the same folks you’d meet at platforms, but they just happened to work at translation companies instead.

It started off pretty good.

There were hundreds of webtoons being translated each month. Just for reference KOCCA has a translation sponsorship program where the government pays for about 100 webtoon titles to be translated into foreign languages. That contract alone is worth about 800,000 USD.

The time required to translate, typeset and edito a webtoon completion was pretty much the same across the board. So then the competition was pricing. Who could price the translation costs lower, then the typesetting, then editing. Of course, the costs were passed onto freelancers. And when that wasn’t enough, then internal quality standards were removed or laxed in order to cut costs.

Translation firms took on editing jobs which reduced the need for PMs at platforms. This was a key turning point for the entire industry.

Because it wasn’t just that platforms were losing talent, it meant platforms were losing the talent required to know whether a webtoon translation was good or not.

If the translation firms could offer top-notch translations, then PMs didn’t have to be native-level fluent in target languages. They could just be familiar with English, Spanish, French and so on because the burden was on the translation company. And if there were mistakes, then the translation company would have to fix them.

But as those standards relaxed, so did quality standaards. And without native-level PMs on the platform or publishing side to review the quality, the overall quality in webtoon publishing saw a noticeable drop.

At least, I saw it.

The bigger webtoon publishing and platform companies still have a few PMs on staff, usually at least one for key languages. But they’re there for key accounts, important and popular titles that require more work and polish before publishing. Everything else gets a cursory glance, if that.

One of my major gripes with the scaled system was the lack of QC which resulted in flat translations. In an industry that focused on quantitative judgements like the number of typos, mistranslations and submitting assignments on time, more qualitative markers were left out to dry.

Which brings me to today.

When I was reading a new launch with a fun premise. What if Juliet (from Romeo and Juliet) regressed every time she died. And she kept on having to come back until she found her happy ending.

I’m a sucker for romance fantasy titles, even more so for titles that take existing classics and put a cute spin on them. After all, who wouldn’t want to revisit stories or characters that you enjoyed in a new light?

I should’ve been wondering what twists the story might take. Whether the story would be branching out beyond the Montagues and the Capulets. Whether Rosaline would play a larger role in this retelling. Maybe Paris could play a larger role in this retelling. The possibilities were endless.

Instead, I found myself wondering whether the translation could be fixed with a single pass in 20 minutes. Or whether I should take the hour and make a list to identify repetitive issues in the text.

Old habits die hard. I assume so does Juliet.

But if I’m honest, I won’t be sticking around to find out.

Troublingly, it’s hard to know whose responsibility the translation is. Is it the freelancer who is trying to complete as many assignments as possible to capitalize on their hourly rate? Or the PM at the translation firm who has 10 minutes a day to check quality? Maybe the PM at the platform who may or may not be fluent in English.

Undoubtedly, the platform wants more episodes to publish in order to capitalize on their ARPPU (average revenue per paid user). And the translation firm wants to reduce costs to increase their profits by reducing the number of quality checks required or hiring freelancers with lower hourly rates.

All the while, I sit reading a webtoon episode wondering if everyone in the production pipline hasn’t forgotten a key detail: I’m supposed to be having fun.

That’s not a predictive statement, more a summation of past and current events.

Last year, thanks to a colleage in France, I had the opportunity to talk with a publisher from a webtoon/comic/manga publisher in Europe. More than anything else, it’s always nice to meet with folks who are my counterparts in other partsof the globe.

We decided to meet at a convention held here in Seoul. I brought French-fluent colleague while the publisher was provided a translator at the convention who could speak Korean, English, French and God knows what else.

The meeting went well. I sat on the sidelines a bit as my colleague and the publisher spoke naturally in French (I got summations from the translator).

Somewhere near the end of the meeting, the translator sort of… joined the conversation. Mostly on the subject of how much translation rates had dropped in the past few years in Korea. And they blamed the webtoon industry.

Unfortunately, they were right.

There’s Words, and then there are Words

Pre-2010’s, the translation industry in Korea could be comfortably split into three arenas: entertainment, business, and literature.

Entertainment would be the subtitles for K-dramas and animations but also the scripts for those projects in the cases where they were being dubbed. You also had the rise of Youtube and online content feeding into this section of the pie which grew it significantly in the late-2010’s.

Business was a much simpler deal. These would be the meetings that required on-site translators, documents that would travel between locales, and the occasional internal media like production shorts or videos.

Finally, you had literature. Korean literature recently had a massive uptick due to Han Kang’s Nobel Prize in 2024. But the Korean Creative Content Agency has been pushing Korean literature in international markets for decades. The only slight break was during the Park administration when certain authors and artists were blacklisted from promotion (the less said about that, the better).

And this was the norm until approximately 2017.

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The Meteoric Rise of Webtoons

It’s accurate to say the massive expansion of Korean webtoons into international markets upended the translation industry.

By 2023, there were hundreds of webtoons being translated into French, Spanish, Japanese, and English. Even on the short-end, that’s an additional 5 million USD worth of projects that required translators and editors to produce every year.

Take into account that projects were considerably shorter than novels and the weekly publishing schedule meant consistent work for months (if not years), it’s no wonder that the Korean translation industry quickly made space for the webtoon industry.

I still remember sitting in meetings with translation companies back in 2019 and negotiating project volume because so few companies could work at the scale we needed. I also remember realizing that the webtoon company I worked at was quite possibly the biggest translation “company” in Korea at the time.

The Fall Back to Reality

The sudden surge in webtoon translation immediately resulted in multiple translation firms shifting their focus to webtoons. Not just in a bid to make money, but to attract investments from the content companies that run webtoon platforms and publishers.

Kiwi Vine was acquired by Kakao back in 2021 and, in 2022, Kakao acquired a majority stake in Voithru (my old employers). RIDI has made their own moves with Prodifi, a tool that uses AI to translate and typeset some of their webtoons. The list goes on.

The point being that translation was no longer a highly sought after commodity. The Korean translation market reacted quickly, filling the gap nearly a year after it appeared and webtoon platforms took full advantage.

Of course, that created its own problems.

The drop in rates has been industry wide for Korean translation. Not just because of AI, but because there are thousands of translators all vying for the same work and the industry has firmly shifted their focus from quality to quantity.

There were two major factors that fed into the downfall of the webtoon translation industry: (1) the failure of overseas webtoon expansion (along with the related costs) and (2) the drive to profitability. Not only were platforms reeling from their failures in Southeast Asia and Europe, but they were looking to trim fat where they could.

It was one thing when there weren’t enough translators to go around (and companies were poaching them from one another), it’s another when AI translations launched into the mainstream.

More than a few smaller translation agencies were known to be experimenting with AI-powered translations. Mantra in Japan has been known for their work on a context-sensitive manga translator while the recent sale of Seven Seas to Manga Do has fans up in arms about the potential use of AI translation in future printed works.

All over Reddit, you can find folks who suspect AI translations in their most loved (or hated) titles. But AI translation is a double-edged sword, one that risks alienating an audience so no company has copped to it.

At least until Naver announced improvements to their CANVAS program.

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The International CANVAS Platform

Powered by AI technology, the Translation Program is designed to help CANVAS Creators scale their stories across languages and reach new audiences worldwide, while maintaining full control over their creative and how their work is distributed. By removing language barriers, CANVAS will make it easier for Creators to build global fandoms while preserving what matters most: creative freedom, full ownership and control of their work, and a direct connection to fans.

My first thought when I saw this was, “Oof. Straight to the point, I see.”

It’s hard to say the signs weren’t there.

The closure of the Fan Translation Service in 2025 was a huge sign of what was coming. For those who aren’t in the know, the Fan Translation Service opened certain webtoon titles up for fans to translate into languages outside of the original source material. As the service was free, it could’ve been construed as a cost-cutting measure at the time.

Hindsight is 20-20.

Of course, expanding audiences for independent creators can hardly be said to be a bad thing. And the excuse could be made that without AI, the likelihood of “local” webtoons having access to a wider readerbase is impossible.

But it could also be said that WEBTOON is using AI to extract more ad revenue for CANVAS readers. Or that due to the inability for AI translations to be copyrighted, it muddies the waters in terms of pirate sites hosting AI translated webtoons.

Or, most importantly for WEBTOON, starting a paragraph in their press release with “Powered by AI technology…” is going to piss some folks off.

Hindsight is, in hindsight, 20-20.

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Daum, a web portal and search engine on par with Bing or Yahoo (yes, that comparison is purposeful), will be removing their link to Kakao Webtoon at the end of the month. In practical terms, the Kakao Webtoon platform will continue operating and this is just the removal of a link.

But there’s history here and this is just the latest in a long history that is the decomposition of Daum.

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Small Company, Giant Footprint

Daum was founded in 1994 and the web portal was launched in 1997, pre-dating even Naver’s web portal. Over the course of the 2000’s, they developed a blog service, e-mail, messengers, online-shopping, news, and Potplayer, an actual competitor to RealPlayer and VLC in the early days.

In 2003, they launched one of the biggest advances of online content at the time, Daum Webtoon. Daum Webtoon was one of the earliest web portal platforms and home to OG creators like Kang Full (Love Story), Yoon Tae-ho (Misaeng), Chon Kye-young (Itaewon Class) and so many more.

Daum Webtoon was THE platform for compelling, character-driven webtoons during the early 2000’s before premium webtoons and Coins were a thing. Ask any early fans what their favorite Daum webtoon was and you’re likely to get a list in return.

Unfortunately, as the webtoon industry grew, Daum’s strategy struggled to keep up. Back in 2007, the Korea Times published an article talking about the “Republic of Naver”. By 2014, Naver’s lead was overwhelming with 76.69% of the Korean search-engine market being firmly in the control of Big Green (Yonhap News). Premium webtoon platforms like Lezhin offered competitive monetization for creators that the first generation of webtoon publishers just didn’t.

That same year, when it looked like Daum’s time in the spotlight was over, Daum made a decision that would cement their legacy and give them a chance to retake the markets they once dominated.

In 2014, Daum merged with Kakao to form Daum Kakao. It was a big move, one that dominated the news for a time. By this point, the success of KakaoTalk was undeniable with an estimated 37 million users in Korea out of a population of 50 million. At a time when the comparisons between Big Green and Google were starting to seem apt. Starting anew as Daum Kakao could be the push that the Daum branding needed to be at the forefront of the Korean tech industry again.

Except it wasn’t.

The new name didn’t last long with the shift back to Kakao Corp coming in 2015. While Daum’s legacy still lived on inside of the company, the branding was pushed aside in favor of a name that was synonymous with social messaging.

Meanwhile, KakaoPage had launched as a content platform in 2013, it was largely a failure. It housed videos, music, webtoons, and novels closer to what you’d expect from Amazon than a Korean content platform. But by 2014, they pivoted focus to webtoons and webnovels. This was a major success and a turning point as KakaoPage has become the home of multiple high profile webtoons including Solo Leveling, Mookhyang, and Villainesses Must Die.

All the while, Daum Webtoon was still active. However, without the same support that KakaoPage received, it languished. That is until Daum Webtoon relaunched… as Kakao Webtoon. With a diminishing marketshare and nearly no evidence of the brand’s existence outside of the search engine, Daum’s legacy was firmly placed in the dark.

That leads us to 2025.

Side note: Kakao Webtoon and KakaoPage are both active platforms. They both publish webtoons with separate PD teams, but no one I’ve ever met can answer the question of why. Just a side note.

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Daum Gets AXZ’d

Last year, the news in Korea was consistently publishing reports that Kakao was looking to offload some of their heavier businesses. Rumors from the sale of Kakao Entertainment as well as the sale of Daum were all over the place. The former was put to rest, but the latter looks to be true as in late 2025, Kakao spun-off Daum under a company named AXZ. AXZ currently operates the Daum news, search, shopping, cafe, email and blogging services and is rumored to be up for sale.

While the company has made incremental updates to the services over the past few months, the removal of Kakao Webtoon from the Daum frontpage is a considerable step in removing the Kakao branding from Daum.

If Kakao does divest themselves from Daum, it would continue in a long pattern of Korean companies lightening their load as the Korean content industry has seen major signs of shrinkage including Big Green’s recent 300 million USD loss for Q4 of 2025.

From Naver’s closure of Yonder, Kidari Studio’s closure KDKD, or even Kakao’s own closure of Radish, the time of massive expansion has come to an end in large part due to the reality of content monetization post-COVID.

The merger of Daum and Kakao was seen as one of the biggest news items in Korea, the long-standing and former lead of the Korean tech industry joining hands with a company at the forefront of social media in Korea.

The removal of the Kakao Webtoon link from Daum’s homepage signals the end of an era. Of course, it’s only newsworthy to semi-old folks like yours truly who even remember the service before it’s rebrand.

And considering the closure of webtoon mainstays like KTOON, Peanutoon, and Blice, it’s almost fitting to see Daum’s link to webtoon industry be one of the last ones to survive.

We’ll see how Daum fares, it’s currently being evaluated for sale to Upstage. And, of course, Kakao Webtoon is in no danger of being shut down (although again, it’s existence is still a question mark). Practically speaking, the sale of Daum and the removal of the Kakao Webtoon link from Daum isn’t going to affect many.

But, we can still take a moment to pour one out for Daum Webtoon.

I should also state that in the Reddit post I linked below, the contract is linked to a webnovel publisher in the United States. But, it is a Reddit post, and there’s no way of knowing whether the contract is actually from that publisher.

If you’re looking for legal advice from an actual legal professional, check out this post by Kevin Dong on Odin Law and Media.

But I do have enough experience to know when a contract is shit.

Last December, a publishing contract starting making the rounds on Reddit’s Progression Fantasy subreddit followed by a walk-out of several creators from the publisher the contract allegedly belonged to.

If you want to read the contract that was posted to Reddit, you can find it here.

For anyone who isn’t familiar with publishing contracts, there are many different contracts with different terms, payment structures, and rights exchanges, but one thing is constant: publishers license rights and, in exchange, offer the author compensation.

If you’re looking for a shorter read, check out my much shorter post below.

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A Quick Word on Rights

If you’re familiar with publishing contracts, you can skip this section. If you’re not, DO NOT SKIP THIS SECTION.

There are multiple rights that are involved when signing a publication contract for webtoons and webnovels. When contracting with platforms like Lezhin, Tapas, Ridi, or WEBTOON, the main right involved is digital publicaiton or digital distribution. That gives the platform the right to publish and distribute a licensed title on their or other platforms.

Outside of digital publication, platforms and publishers might ask for translation rights, adaptation rights, sublicensing (allowing the publisher to re-license the title to other publishers) and so on.

Most importantly, these rights can be exclusive or non-exclusive. “Exclusive” means the right is given solely to the contracted publisher.

Generally speaking, exclusive contracts offer more in terms of advances or minimum guarantees because the company is getting exclusive rights to a title. Non-exclusive contracts sometimes include advances or minimum guarantees, but they’re generally lower because the rights involved aren’t exclusive.

A simple way of looking at publishing and distribution contracts are a trade. Studios and creatives offer rights to publishers/distributers and receive compensation in the form of revenue share, advances, and/or minimum guarantees.

Increasing the exclusivity and number of rights increases the compensation. Mostly. Unless you’re a shitty publisher.

I hope that’s understandable because now we’re jumping straight into the contract that was posted on Reddit.

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An Intro to Red Flags

Right below the Parties and Scope, the publisher has added an Introduction to Agreement. I don’t know about the west, but I’ve never seen this in the contracts I work with in Korea. And worse still, it reads like a manifesto. And while statements like these might be common on a company’s “About Us” page, it’s full of red flags as an introduction to a legal document.

To this end, our publishing model extends beyond traditional services provided to include a range of additional support tailored to the needs of each author. These may include developmental editing, business coaching, author coaching, and even agent-like services when appropriate. We may also assist with market analysis to plan new series, co-writing when requested and deemed appropriate, social media strategy, fan engagement strategy, and building an author brand.

The only way for a publisher to offer services that extend beyond traditional limits is to contract in rights beyond the norm. Which this contract does in spades.

A massive concern should be the publisher’s inclusion of business coaching, author coaching, and agent-like services. While it’s true that modern publishers often act as editors, publishers, and agents, the blurring of lines doesn’t mean that publishers should act like editors, publishers, and agents. Specifically because agents should be acting on-behalf of authors, not publishers.

Because of the depth of our collaboration and the extensive support we offer, this agreement is based on a 50/50 profit-sharing model. This structure allows for fair and equitable collaboration while helping to balance the risks associated with the publisher’s investment. Additionally, while we do not require copyright ownership under this agreement, the 10-year renewable term ensures sufficient time for us to explore and maximize the potential of each manuscript provided.

There’s a lot here, but the 10-year renewable might be the most insane thing I’ve seen in a long time. Not just due to the length of time they’re asking for, but because of more factors that’ll become apparent later on.

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The Rights Grab

The contract as a whole is a massive rights grab on the level you might expect from a large publishing house. Except a contract of this degree from a known publisher would be accompanied with an advance. Likely a large one.

The Author grants to the Publisher the exclusive, irrevocable license to publish, reproduce, distribute, sell, adapt, modify, publicly display, publicly perform, and otherwise exploit the Work (as defined above in “Parties And Scope”), in whole or in part, in all formats, languages, and editions now known or later developed, including but not limited to print, digital, audio, derivative works, media adaptations, and merchandise. This license includes the right to license, sub-license, assign, or otherwise transfer any or all rights granted herein, in the Publisher’s sole discretion, in the ordinary course of publishing and distribution.

To sum up the rights licensing above, this contract grants the publisher every exclusive right related to the webnovel in existence as well as any others that do not. Hence the “now known or later developed” bit in the contract.

Signing over rights like this isn’t unheard of. But it essentially locks a creator’s title to a single publisher without an advance and without recourse should things go sideways.

For example, if a creator signs away their rights like this and the publisher decides (for any reason) not to adapt, publish, translate, or create merchandise for the title, then no one else can. The creator is, in a word, fucked because these rights have been signed to their publisher.

If a title is of such importance that a publisher wants to lockdown any and all rights related to the title, they should be paying an advance for that priviledge.

But of course, if a publisher offers services to counter the massive rights grab, then a contract can be worth it to the creator.

Comprehensive Services: The Publisher will handle editing, cover design, formatting, and marketing at no cost to the Author**.** The publisher also provides, on an as-needed basis, developmental editing, agent services, and career coaching, supporting authors in building long-term success. These services, typically offered by third party services and agents, are included as part of our hybrid publishing approach. We believe this comprehensive support being available is essential for an author’s growth and success.

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In theory, this is good for the creator. Except editing and formatting aren’t uncommon for publishers, at least not in the modern day. Cover design is also often determined by a publisher and the costs are often borne by the publisher as well. So… a lot of tooting their own horn here.

Noticeably, there are no requirements that the publisher offer developmental editing, agent services, or career coaching. The “as-needed basis” is a determination the publisher makes so it’s not even a guaranteed service for creators.

This is a common problem we’ll continue to see where the creator’s responsibilities are clearly laid out, but the publisher’s aren’t.

Marketing Costs – Direct, out-of-pocket marketing expenses incurred by the Publisher specifically for the Work, including but not limited to paid advertising, promotional mailings, and paid placements.

Specialized Expenses – Costs incurred for the Work beyond initial editing, formatting, and cover design. These may include (but is not limited to) narration and production of audiobooks, creation of second-edition covers, substantive revisions or rewrites after publication, conversion into other media formats (e.g., scripts, graphic novels, light novels), third-party agent or licensing fees, and any illustrations for graphic novelization. Publisher maintains reasonable discretion to assign expenses to this category.

Internal Costs – The Publisher’s in-house expenses related to the Work’s production, distribution, and standard launch, including editing, formatting, initial marketing, and standard cover art. A sample schedule of costs is attached as Exhibit A and aligns with industry-standard ranges.

Honestly, the defining of these costs makes very little sense on their own. They’re very common to the publishing industry and in my experience, most contracts require creators to sign over rights to allow publishers the ability to edit, market, and promote titles.

The fact that these costs are defined is a head scratcher. Until…

Cost Recoupment

i. The only costs that shall be recouped in advance, and in full before any other payments are made to the Author, are Marketing Costs and Specialized Expenses.

ii. Internal Costs shall be tracked by the Publisher and recouped from the revenue before any royalty rate increases apply.

And this is where the contract really goes off the rails.

Marketing Costs and Specialized Expenses are recouped before payments are made to the Author. So, in essence, the author pays for Marketing and Specialized Expenses.

This part had me screaming in my home office, “Then why does the author need the publisher!?”

Remember, the Specialized Expenses include production costs, and fees related to the production of audio books, second-edition covers, adaptations into other media (movies, graphic novels, light novels, etc). So not only is the author paying for marketing, they’re paying the costs of adaptation, too?!

Why does this publisher exist?!

d. Royalty Rates

i. Ebook and Print Editions – The Author shall receive 40% of Net Revenue until Internal Costs related to the Work have been fully recouped by the Publisher, at which point the rate shall increase to 50%.

ii. Audiobook Editions – The Author shall receive 20% of Net Revenue until Internal Costs have been fully recouped by the Publisher, at which point the rate shall increase to 30%.

iii. Other Forms of Media (including but not limited to film, television, stage adaptations, or merchandising) – The Author shall receive 50% of Net Revenue after all Internal Costs, Marketing Costs, and Specialized Expenses have been recouped by the Publisher.

And here we arrive at an incredibly predatory section of the rights grab.

In 2024, the Korean Creative Content Agency (which is funded by the Korean government) recommended that webtoon and webnovel publishing contracts no longer include translation and some derivative rights. This was due to complaints that translation rights were locked up removing potential revenue sources for studios and creators.

Even in contracts that do include translation and transmedia rights, many publisher contracts don’t include royalty rates. This specifically allows creatives to negotiate with publishers and platforms at a later time if their title is adapted outside the original medium.

This contract not only locks in royalty shares for the webnovel, but future adaptations as well.

Now onto Whatever the Hell This is

5. Termination, Breach, Reversion, and Future Earnings

a. Breach Notification and Cure Process

i. If either party believes the other is in material breach of this Agreement, they must provide clear written notice specifying the nature of the alleged breach, in reasonable detail. The breaching party shall have thirty (30) calendar days from receipt of such notice to cure the breach, if curable.

ii. If the breach is not cured within that period and is not contested in writing within sixty (60) calendar days of the original notice, the non-breaching party may terminate this Agreement. If contested, the matter shall be submitted to binding arbitration, and the arbitrator shall determine whether a material breach has occurred. The arbitrator’s decision shall be final and enforceable.

iii. For clarity, minor, technical, or immaterial breaches shall not entitle either party to terminate the Agreement. Publisher’s decisions regarding marketing strategy, distribution timing, pricing, promotional efforts, or platform selection shall not constitute breach and shall remain within the Publisher’s sole discretion.

Breach sections, as a rule, tend to protect whoever designed the contract. And this one reaches deep.

While it doesn’t technically assign additional rights to the publisher regarding marketing, distribution, pricing, or promotion, it removes any ability for the author to have a say in how their title is handled once it goes to market.

It should also be noted that there is nearly no provision included in the contract that could allow the publisher to be in breach of any terms listed so far. Essentially, there’s no way for the publisher to be at fault in a way that would allow the author to exit the contract. Remember, the publisher has any and all rights related to the webnovel. But how or when the webnovel is published is the “Publisher’s sole discretion”.

Essentially, the publisher has final say and disagreeing with their opinion is not grounds for breach.

What in the FXCK

And now, it gets way the fuck worse.

b. Termination Upon Breach

Upon a final determination of material breach by arbitration, mutual written agreement, or court order, the following shall apply:

i. If the Publisher Is in Breach:

1. All rights granted under this Agreement shall revert to the Author, excluding any rights that have been sublicensed to third parties.

2. The Publisher shall retain all revenue and rights derived from such sublicenses for the duration of their contractual terms.

3. The Author shall not be responsible for reimbursing any prior Publisher costs.

4. The Future Earnings Obligation described in subsection (d) shall not apply.

Jesus. That went hard.

In the case that the publisher is in breach of the contract terms (which is nearly impossible), the publisher retains revenue and rights from sublicenses and the sublicenses are valid for the duration of their contractual terms.

Essentially, the webnovel rights revert back to the author. But anything else from print to adaptations or merch would still earn revenue for the publisher for whatever term the contracts were made.

Remember, this is if the publisher is in breach which is, again, nearly impossible according to the terms of the contract. They would have to do something truly illegal in order to be in breach.

So what if the author is in breach?

ii. If the Author Is in Breach:

1. No rights shall revert unless and until the Author repays to the Publisher an amount equal to all direct, unreimbursed costs actually incurred by the Publisher in connection with the Work, multiplied by three (3). The parties acknowledge and agree that this multiplier is intended as a reasonable pre-estimate of the Publisher’s damages resulting from breach, reflecting not only direct costs but also anticipated overhead, risk exposure, and unrealized revenue opportunities, and is not intended as a penalty

2. Until such repayment is made in full, the Publisher shall retain all rights to publish, distribute, and exploit the Work without restriction.

3. The Future Earnings Obligation in subsection (d) shall apply in full.

c. Reversion Without Breach

i. All rights to the Work shall revert to the Author upon expiration of the ten (10) year term, excluding any rights and revenues from sublicenses granted prior to reversion, which shall remain in effect for their full term.

ii. If the Agreement is terminated early by mutual written agreement, reversion shall be conditioned on repayment of all direct, unreimbursed Publisher costs, multiplied by three (3), and application of the Future Earnings Obligation in Section 5(d).

When people talk about predatory contracts, these breach terms are essentially the prime example.

In the case that an author steps outside of the contract, they are now responsible for repaying the publisher 3 times the cost incurred by the Publisher.

Don’t forget, the publisher is already deducting many of those costs from the author’s royalty share to begin with.

While there are often terms in publishing contracts put there to protect publishers from authors who act in bad faith, these terms could act as a penalty to authors looking to get out of their contract.

And again, as I have said throughout this post, it somehow gets worse.

d. Future Earnings Obligation

i. If rights to the Work revert to the Author as a result of the Author’s material breach of this Agreement or by early termination, and the Work or any derivative works are subsequently monetized by the Author or any third party, the Publisher shall receive twenty percent (20%) of all Gross Author Revenue from such monetization for a period of five (5) years following reversion. For purposes of this clause, “Gross Author Revenue” means all amounts actually received by or credited to the Author (or any entity controlled by the Author) from the exploitation of the Work or derivative works, before deduction of any expenses or commissions.

ii. This obligation applies to all formats and channels, including but not limited to print editions, digital editions, audiobooks, translations, merchandise, adaptations, sequels, spin-offs, and performance or media rights, to the extent they are derived from the Work.

iii. The parties acknowledge and agree that this continuing participation is a fair and reasonable allocation of revenue in recognition of the Publisher’s original investment, editorial and marketing efforts, and the enduring commercial value created under this Agreement.

Here’s where we get to the “What in the fxck” section of the contract.

If the author breaches the contract (which is literally the only way to end the contract early), then 20% of gross author revenue from monetization of the webnovel as well as any derivative works go to this publisher for five years.

It isn’t enough to ask for 20% of revenue for a period of five years which would extend any contract further than the normal terms of the contract, but it’s 20% of the gross revenue?!

Christ on a cracker.

And as if that weren’t enough, the contract actually goes further to create terms that make little to no sense and remove any responsibility from the publisher. Like invoices? Remember invoices?

e. Reporting and Payment

i. The Author shall deliver accurate semiannual royalty statements and remit any payment due to the Publisher within thirty (30) days after the close of each reporting period.

ii. If payment and accurate reporting are not received within that time, the Publisher may issue written notice specifying the breach. The Author shall have thirty (30) days from receipt of such notice to cure the breach.

iii. If the breach is not cured, the Publisher may suspend the effect of the reversion and temporarily reinstate its distribution and commercialization rights to the Work until the account is brought current. The Publisher may also recover all unpaid amounts plus an additional sum equal to twenty-five percent (25%) of the revenue received from the Work during the period of noncompliance, which the parties agree is a reasonable pre-estimate of damages caused by delayed or withheld payment.

Remember the beginning of the post when I said the author’s responsibilities are clearly laid out but the publisher’s aren’t? Key example here.

Most publishers outline their responsibilities to the creator. In the webtoon industry, platforms lay out the responsibility to display and distribute webtoons and upkeep of the platform to provide service to their customers and the webtoon’s fans.

The Greedy Get Greedy…er

6. Author Direct Sales / Author Copies

a. The Author may request copies of the Work from the Publisher for resale or gifting. Such copies shall be supplied at the Publisher’s actual per-unit cost, inclusive of all related fees, shipping, handling, and applicable taxes. The Author shall be liable for all such costs, payable to the Publisher upon invoicing, or, at the Publisher’s sole discretion, the Publisher may deduct such amounts from revenues otherwise payable to the Author under this Agreement, including series royalties.

b. If the Author engages in substantial direct sales of Publisher-produced editions of the Work—defined for this purpose as (a) listing such editions on third-party platforms (e.g., Etsy) or (b) selling more than fifty (50) units in any ninety (90) day period, including but not limited to sales at conventions or online—the Publisher shall be entitled to its standard royalty share on the net receipts actually received by the Author from those sales, as set forth in the Royalty section of this Agreement. “Net receipts” means all amounts received by or credited to the Author from such sales, less only actual shipping charges and applicable sales taxes collected from the customer and remitted to a taxing authority.

c. All Author direct-sales programs above this threshold shall be coordinated with, and approved by, the Publisher in advance. For approved high-volume sales, or ongoing online sales, the Publisher may, at its discretion, incorporate the applicable estimated royalty into the per-unit price charged to the Author for such copies. In such case, that adjusted per-unit price shall be deemed to include and satisfy the Author’s royalty obligation for those specific units. For example, if the unit cost is $5.00, the Publisher may supply copies to the Author at $8.00, with the $3.00 difference representing the Publisher’s royalty.

I’m going to be completely honest here and say I don’t have much experience with Author Direct Sales or Author Copies. I have worked with a specific publisher in the US who offered a set number of printed copies for the creator and platform to have as in-house, sample copies. These were baked into the contract, free of charge.

And the idea that there is a large-number sales limit up to which the publisher requires a royalty share sounds reasonable.

That being said, the royalty obligation by which a publisher increases the unit cost by 60% sounds a bit steep and insane.

7. Series Commitment: The Author shall deliver a minimum of _____ manuscripts in the Series, each of which shall be subject to this Agreement and all rights and obligations herein. This minimum does not limit the scope of this Agreement; any additional manuscripts that form part of, are derived from, or otherwise fall within the definition of the Work or the Series shall also be covered by this Agreement.

8. Publisher Created Assets: The publisher retains all rights to any materials and/or assets they create, including but not limited to cover art, marketing materials, audio adaptations, illustrations, and similar content, regardless of any contract termination or breach.

9. Updates/Reissues: The Publisher retains the right to update, reissue, and adapt the Work, particularly in digital formats, to keep the content current or to adapt to new platforms. The Author will be consulted and their approval sought for significant updates, though the Publisher retains final decision-making authority.

10. Payment Schedule: The Author shall be paid their full share of profits on a quarterly basis, with adjustments made for anticipated marketing expenses, service costs for upcoming releases, and additional related expenses. These adjustments will be estimated by the Publisher to ensure sufficient funds are available to support the continued promotion and success of the Work. It is important to understand that distributors like Amazon typically impose a delay of several months on royalty payments. These initial royalties are often reinvested into marketing efforts to bolster the series’ success. This approach continues until sufficient funds are accumulated, allowing for the distribution of profits.

Finally, we've reached the end of the Breach portion of the contract.

It’s interesting that there’s even a “Series Commitment” section considering the wide breadth of the contract. It’s mostly for show because, as we’ve already seen, the publisher will be receiving any and all rights for spin-offs, prequels, sequels, and adaptations in media known or unknown.

The Publisher Created Assets are common as publishers will retain rights to materials created for the title to be published even after the contract ends. They will be unable to use them (since they have no rights to the work that the assets were created for), but creators or other publishers can purchase them from the publisher for a fee.

The Updates/Reissues section just reiterates how few rights the author has in this publishing contract. It might as well say, “Hey, you can talk but we don’t have to listen.”

The Payment Schedule is particularly aggregious because… there is no schedule. It says quarterly, but it makes no mention of an actual schedule. It says there can be delays (which is not uncommon), but there is no set date on when authors can expect payment.

And worse, it says that the royalties can be invested into marketing. Which is insane because now the publisher is outright saying that the author’s initial payments will be used on marketing.

What the fuck?

Sorry folks, but I need to take a break. I can feel my blood pressure spiking and I have the second part of this post nearly completed but it’s a LOT.

I know I’ve said this over and over again, but… it somehow gets worse.

I’ve been twice specifically to talk to European and American publishers as a representative of two separate webtoon companies and it’s always been a great opportunity to network in the licensing field.

While Korean webtoon publishers have been attending for several years, last year was the first year that the Frankfurt Book Fair created a separate space specifically for companies, studios, and publishers in the webtoon industry.

Last year, six exhibitors from Korea, Taiwan, the UK, Italy, India and France came together to highlight the diversity, creativity and strong market momentum of the webtoon, webcomic and digital comics industries.

The webtoon exhibition zone includes one table, 4 chairs, and shelving with additional options available upon request for €1,785. This includes access to teh fair’s professional database along with 2 exhibitor badges.

This includes on-site refreshment, preferential daily visitor rates, personalized support for organizing or participipating in a panel at a preferential rate as well as an after-event for webtoon industry insiders.

Slots are currently open and my friend Sébastien Celimon, the webtoon ambassador for the Frankfurt Book Fair, is currently accepting inquiries for any interested parties.

For more information, check out the official release below or contact Sebastien at sebastien@whitedragon.fr

For the second year in a row, the Frankfurt Book Fair has entrusted me with the development of the Webtoon Area, located at the very heart of the Comics Center — a key hub for international rights, publishing, and digital storytelling.

The first edition was a real success, bringing together six exhibitors from Korea, Taiwan, England, Italy, India, and France. Together, they highlighted the diversity, creativity, and strong market momentum of webtoons, webcomics, and digital comics. Two dedicated panels attracted full audiences and generated high-quality exchanges with professionals and the public alike.

I would like to invite you to secure your place now for the 2026 edition, taking place from October 7 to 11, and benefit from early positioning within this fast-growing space. The offer includes:

• Table + 4 chairs + shelving: €1,785
  (additional options available upon request)
  This package includes access to the fair’s professional database (exhibitors, visitors, program) as well as 2 exhibitor badges.

• Bonus 1: on-site refreshments in a relaxed networking atmosphere, with an open bar of drinks and snacks;

• Bonus 2: a dedicated Webtoon afterwork event in the city, designed to foster informal, high-value connections;

• Bonus 3: preferential daily visitor rates via a voucher code (to be provided);

• Bonus 4: personalized support to organize or participate in a panel at a preferential rate, enhancing your visibility and thought leadership;

For exhibitors seeking greater visibility, larger booth options are available — please contact me to explore tailored solutions.

Important: to support market access for companies with limited budgets, I also offer shared representation services through cost pooling — feel free to reach out for details.

I would be delighted to work with you to build a strong, dynamic, and business-oriented Webtoon Area for the 2026 edition.

Best regards,

Sébastien CELIMON
Webtoon Ambassador 2026
Frankfurt BookFair
m: +33 6 27 51 35 79 (Whatsapp/Kakao Talk)

The placement is similar to most other platforms, but WEBTOON added functionality allowing users to either read the first episode or immediately subscribe from the banner.

And unlike other platforms, WEBTOON only has one banner. There’s no swiping to see other webtoon recommendations nor are they promoting events or sales (yet).

It’s an interesting change that essentially undoes last’s UI changed which I covered in my post WEBTOON Gets a Facelift. But for those of you who didn’t get a chance to read it or would like the abridged version, let’s jump in.

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It’s a Numbers Game, or It Was Anyway

WEBTOON’s last update removed the pre-existing home banner slots and replaced it with a massive grid system that featured Trending Titles, Popular Titles (by category), New Realeases and the Daily Schedule.

Basically, WEBTOON went from exposing 6 to 10 titles on the front page up to a max of 15 (on web).

The reasoning is simple: more webtoons being shown means a better chance of readers clicking something. It’s a practical concept in theory, but in practice no other Korean platform (at home or abroad) puts into practice because every platform uses some sort of hero banner to welcome and direct their readers.

And now, so does WEBTOON.

Before we get too far into this post, I do want to say that WEBTOON’s current UI shift is probably the best one I’ve seen. Lezhin’s own UI has taken a few steps back by introducing Rankings, Genre and Event icons in addition to their menu bar underneath the hero banner. The same goes for Tappytoon who stuck a sub-hero banner underneath their main banner which isn’t just redundant, it removes the recently read titles out of the first screen.

Also… anyone else notice how similar the Tapas and WEBTOON banners are?

Wait, So… Why Change It Again?

It’s important to remember two things: (1) before WEBTOON’s facelift last year they went years before changing their front page UI and (2) Naver Webtoon's UI hasn’t changed in years.

There are multiple reasons to add a home banner: to decrease the bounce rate (the rate of users who leave without clicking), add a promotional slot for key titles/promotions/events, or to add a key clickable banner powered by their in-house AI recommendation system.

My theory is simple.

It’s all three. And, more importantly, the previous page wasn’t working.

More than anything else, the previous iteration was a copy-paste of the Korean Naver Webtoon front page. In addition to being the biggest webtoon/manga/comic platform in Korea, Naver has the advantage of one key element that allows their platform to thrive: a mature audience base.

Last year, when WEBTOON made their UI change, I made one important observation.

WEBTOON is betting that the overseas webtoon market has matured since the closure of Piccoma Europe as well as other ventures that sought to copy-paste East Asian content strategies in western markets. Or they’re betting that their specific strategy is applicable outside of their homecourt.

And based on what WEBTOON reported in Q3 and the drop in revenue expected for Q4, I think we’ve all realized that the international webtoon market is many things, but mature isn’t one of them.

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In For a Penny When It Needs a Pound

The current WEBTOON front page (at least on app) features one massive home banner with three full covers (including tags) for three recommended titles underneath it.

It’s not enough.

I’ve been using WEBTOON longer than I can remember and I can honestly say the recommendations thus far have been disappointing considering the long history app use, webtoons read and webtoons dropped that big green has about me.

More than likely, we’re going to see a rearrangement of the inventories under the banner (new releases, recent reads, rankings, etc) not to mention the addition of swiping across to see more banners on the home banner.

You know, just like everyone else.

It shouldn’t surprise anyone that the webtoon industry is beginning to shift in terms of how webtoons titles are licensed and how platforms operate.

The Korean webtoon market is in an unmistable decline while the Japanese market is now in full competition with manga. And while Korean webtoons are by far dominant in the Japanese webtoon market, there isn’t as much confidence that Korean webtoons can compete against Japanese manga in the Japanese market.

And that isn’t even considering that the market outside of Asia is undergoing monumental shifts that affect the content industry as a whole.

This should be fun.

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These funding projects span from subsidizing translations for overseas publication, grants to attend overseas events (like conventions and festivals) as well as grants geared towards independent creators looking to produce original works.

Grants related to the subjects I just covered are par for the course. That is, they’ve been offered for multiple years now, so the industry expects these announcements any day now.

But, they just posted a notice related to the World Webtoon Festival that we’ve never seen before.

Emphasizing the World in World Webtoon Festival

Korea’s World Webtoon Festival enters its third year in 2026and I think we can all agree it has yet to wow the industry.

The first year was a landmark achievement in actually executing a large scale event wholly focused on webtoon titles in Seoul’s massively popular and overcrowded Seongsu-dong. More than anything else, I think we were all distracted by the fact that the Korean government was able to pull it off and didn’t bother actually judging whether or not the event was a success.

It was an “A” for effort sort of thing.

Then came the second event last year. Held at Jamsil Station across multiple floors of the Lotte World Mall and Lotte Department Store Jamsil, it felt like a disjointed affair. The event went for nearly 2 weeks during which multiple temporary pop-up locations were transformed into webtoon merch shops in addition to a large exhibit celebrating the history and culture of webtoons in the Lotte World ice rink.

The spread of the event, made it surprisingly easy to miss and overcommitting to a lengthy timespan was likely a mistake. A shorter event with a larger emphasis on marketing or events for fans and audiences would’ve likely made it a better affair.

But one thing that both events were missing?

They were undoubtedly webtoon festivals, but the “world” was always in doubt. While there were a few sessions that invited webtoon, manga, and manhua professionals from across Asia, the festival largely focused on webtoon titles produced in Korea. All of the pop-ups sold merch or featured art from Korean studios with only a few occasions to spot overseas titles or IPs in the mix.

KOCCA, the Korean Creative Contents Agency which sponsors the event, recently uploaded a post to their website specifically announcing that they would be accepting bids for a program geared at promoting the event and bringing participants from overseas markets for the 2026 iteration.

500 Million KRW Budget

Until now, the World Webtoon Festival was sponsored by KOCCA but organized by third-party organizations after bidding on the project through a government funded grant package. This year, a separate package has been organize and announced focused solely on increasing international participation by offering up to 500 million KRW (346k USD).

Most government funded projects and grants in Korea have firmly set guidelines and parameters, but KOCCA tends to be a bit more loose due to the nature of international business development and promotions. The notice specifically mentions the goal of having local industry insiders (creators, producers, secondary industries) sharing insights, promoting events (likely this event) and networking with international insiders through exchange programs. It goes on to specifically note publishing, video games, animations, film, and merchandising as secondary industries worth including under this umbrella.

For the festival portion of the event, KOCCA has listed the exhibition of foreign works, import of overseas content and inviting overseas speakers as the main goals of the project. In the awards section, the goal is to include overseas readers and fans in recommending titles for awards as well as participating in the fan voting portion leading up to the festival.

As to how these goals will be accomplished, that’s up to the bidders to decide.

Interestingly, KOCCA already has a promotional and operational schedule for the 2026 World Webtoon Festival set up.

The pre-festival promotion is expected to start in July in Los Angeles for the first week of July as well as include events in Tokyo (4th week of July) and Paris (1st week of September. The first week of July in Los Angeles is likely to be Anime Expo, the largest event of its kind in the United States. Tokyo is likely the Summer Wonder Festival currently scheduled for July 26th and the Paris timeline somewhat matches the Paris Manga & Sci-Fi Show which hasn’t been officially set or confirmed yet.

Considering the popularity of webtoons in the US and Japanese market (the two largest markets outside of Korea), it makes perfect sense to use these events to promote the event and also scout potential invitees. France, on the other hand, isn’t a massive webtoon market (yet) but the consistent cooperation between the French and Korean government in the production and promotion of webtoons makes Paris an obvious decision.

We also have some insight into the event itself with 4 days dedicated to the festival and awards including exhibition, stage events, and conferences with another 10 days for pop-ups where webtoon merch will be sold.

KOCCA will be accepting applications from March 20th to March 24th with final decisions likely being made in late April at the earliest. That would give whoever wins this bid two months to figure out how to promote this program to US audiences before hitting the first checkpoint of Anime Expo in Los Angeles.

Considering the lack of international voices in the last year’s festival, I’m incredibly excited to see how this turns out.

I spent a bit of time exploring the new Lezhin Snack short-form video platform that launched on February 4th. While I intend on posting a Youtube short video, I also didn’t want this longer 5 minute review to go to waste so here we are.

Hope you guys enjoy.

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But, the data in Naver’s report is often a good indicator of what’s to come and… well, it doesn’t look great for WEBTOON’s earnings report.

For a summary of Naver’s divisions and what their businesses consist of, check out the Q3 Earnings Report.

And if you’re interested in looking at Naver’s Q4 Earnings report yourself, you can find that here.

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Everything is Looking Green, Except…

The earnings report summary shows massive growth in Naver’s commerce division. Honestly, it’s not surprising considering how quickly Naver has grown into an e-commerce juggernaut after refocusing their massive traffic into online shopping malls.

And while the search platform is stagnating a bit, that’s likely because Naver essentially owns the market in Korea without having much more room for growth.

Point of fact, there’s only one division that showed a massive drop QoQ (quarter-on-quarter).

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The Webtoon Market is Stagnating

The Contents division at Naver is comprised of Webtoon, SNOW, and a catch-all category of Others. SNOW is Navers version of Snap featuring multiple filters, many of which are powered by AI.

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My initial foray into the responsibilities related to being a webtoon PD were a series of meetings I had with the senior PD staff at Big Red. I’d gotten lucky and taken on a few meetings with comic book creators and gotten enough interest that someone recommended I look into it.

It was really exciting, getting to talk to folks who were responsible for the bulk of the revenue coming into the company. And, as a consequence, I came into the meeting with a whole list of expectations. I’d hoped for some sort guidelines or rules to follow in order to contract titles, produce quality stories and gain the trust of creators.

I wanted to know exactly what to do and how to do it.

Instead, I got a hundred stories about a hundred titles that were all contracted differently with creators who had their own preferred methods of communication and thousands of ways that webtoon publication could go wrong.

I didn’t so much get a guide on how webtoon publishing should go as much as a list of errors to avoid.

It was, I thought, an incredibly sloppy way of describing a job.

It was, as I learned, incredibly accurate.

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Pre-Publication Hell

One of the biggest pitfalls that can befall a webtoon project is lingering too long in pre-publication. Once a title gets licensed for publication, the lines are drawn and each party understand their role in publication.

The PD reviews and makes the majority of their edits prior to publication. Once those edits are completed, the webtoon is ready to launch.

Of course, that’s one perspective.

Another possibility is that the webtoon gets stuck in pre-production hell until all the edits are completed to the satisfaction of the PD in charge. Or their boss. Either way, it’s a huge whiff for production.

I’ve never experienced it directly. It’s more often than not inexperienced PDs who didn’t catch issues early enough and allowed production to proceed to the storyboarding or line art phase.

If the problems are simple, it’s usually a matter of making subtle changes here and there. But if the problems are deeply rooted, the entire project can be sent back to the drawing board. And any blame is left with the PD in charge for not catching the issues earlier.

The follow-up emails to creators and studios are full of apologies and textual prostrating. Even the kindest creative partners’ responses tend to be tense, just this side of professional. Hopefully, that’s where the edits end. Usually, the road ahead is clear and this was just a bump in the production process.

In the case of studio projects, this means stretching the studios resources without offering more financial incentives. In the case of indie creators, it can mean extending the period of time before their receive their first payment.

Either way, it’s a shit proposition.

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A Balancing Act on Top of a Balancing Act

By far, the hardest thing to balance for PDs isn’t just work-life balance, it’s balancing their duties as an editor and as a talent agent/manager.

Most webtoon creators don’t have agents or managers and, naturally, PDs tend to step into the role as needed. They send emails warning about future deadlines and, if deadlines are consistently missed, they send text messages ahead of those emails.

Contracts are digital now, but many PDs block off mornings to deliver contracts in-person outside of Seoul in order to return by the afternoon and finish working for the day.

Creators aren’t just partners, they’re clients. So when the needs of the publisher clash with creators, it’s the PD’s job to find a healthy balance that makes both happy. But just as often, they might earn the ire of coworkers for taking the side of creators or receive a strongly worded email when a creator’s asks are granted.

It happens more than you might think.

Often, it’s not even related to payments or contract terms. It could be requesting a new webtoon cover image to promote a new season. Or asking for additional illustrations to use in marketing. Or a creator asking for their title to appear in promotions.

You know, everything outside of a PD’s role and responsibility in the company.

It’s the classic rock and a hard place analogy. And a PD’s placement in that pecking order is always the nut in between.

Harsh Realities

Audiences gravitate to good stories.

That used to be the rule in the webtoon industry. It was the ideal reality we all wanted to live in, one where good webtoons would inevitably be successful.

But with over 800 new webtoons launching in Korea every month, it is very much possible for “good” webtoons to be lost in the mix. And the same is true for international markets.

I can’t count the number of times I’ve had to defend the publication of multiple webtoons from sales or marketing teams. To justify the cost of publication weighed against future sales in spite of other teams providing statistical proof that the titles weren’t performing.

One specific title I contracted pre-COVID was shot down for promotions, marketing, and social media promotions for months due to poor sales. I literally spent hours in meetings defending the decision to contract the title as well as provide evidence for its inclusion in marketing campaigns, promotions, and front page events.

It ended the year ranked no. 1 in its genre.

But for every success story, there’s at least one webtoon that went the other way. The one that never found its footing or whose popularity on pirate sites far overwhelmed the marketing team who was attempting to draw in a paying audience.

The new rule in the webtoon industry? There is no rule.

The position of webtoon PD is actually a very sought after role in the Korean job market. There are academies, courses, online tutorials that are all geared towards helping people understand the requirements and find their start in the industry.

PDs need to be aware of what’s popular in the industry and what’s not. That means devoting time to reading webtoons, manga, and comics in and out of the office. Most people tend to be fans of print media (which helps), but it can turn into a chore when you spend every day reading for work rather than for fun.

For a lot of people (myself included), it meant when you eventually reached “burn out” status, you were also burned out on webtoons and manga.

Several webtoon studios and platforms shuttered in 2025. And while many of the employees moved on into other roles in the webtoon, manga or content industries, there are stories of entire swaths of PDs simply leaving for different roles.

The tight deadlines for webtoon creators require PDs to, essentially, always be on the clock. Meaning if a webtoon episode is submitted late for editorial, it’s on the PD to make sure it gets through to publication on time.

Honestly, I look back on my time as a webtoon PD with fondness. But, at least for me, there are easier ways to earn a living.

This post was written in two parts. One is a very concise and simplified breakdown of the PD position at webtoon publishers as well as how teams operate in Korea.

The other is essentially a rant.

Roles and Responsibilities

This is a general explanation of how PDs fit into the webtoon ecosystem. Specific publishers and studios operate with their own standards meaning the details of the job differ from company to company. But the overall JD is similar.

First, a quick breakdown of what a webtoon PD does.

PDs are generally responsible for 99% of communication with creators, studios and freelancers. They’re not just editors, they’re managers overseeing the entire production schedule of assigned webtoons. They’re also the go-between when additional contracts or licensing is requested for webtoon titles and they’ll even accompany creators when they attend expos or cons abroad.

In many instances, PDs take on the responsibilities editors and agents. Both providing advice and advocating for creators, even when the creators are not employed by publishers or studios. Potentially the hardest part of the job is balancing those responsibilities and loyalties.

PDs have two main roles within a webtoon organization: scouts for new titles and editors for ongoing titles. In the case of new webtoons, PDs often search through Instagram, Twitter, Canvas and other platforms to contact prospective creators and build connections.

Once they’ve made contact, they’re responsible for explaining an overall view of the webtoon publishing contracts as well as the responsibilities of the platform and the creator.

After a creator is contracted, they’re shifted into the active responsibilities of providing editorial reviews and requesting edits as needed (more on this later).

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Teamwork Makes the Dream Work

I found an older interview with a PD team lead at Bomtoon, platform owned and operated by Kidari Studio who also owns and operates the Lezhin suite of international platforms. The post is in Korean, but Google Translate does a decent job of making it understandable.

PDs and the editorial departments at webtoon platforms in Korea aren’t overly different from those in other similar industries. There are generally multiple teams, each headed by experienced senior PDs as team leads with multiple assistant and junior PDs stationed under them.

The teams are essentially an apprentice system with multiple juniors learning from one senior. That senior’s editing style, choice of genres, and communication quirks will drip down to their juniors and influence each junior’s editing style.

That means companies can end up with several PD teams with different specialties. One team may focus on indie titles with independent creators, while others may focus on larger studio projects.

But the most important thing? Each webtoon requires the approval of the lead PD before launching on any platform. In that a way, it’s each junior PD’s job to contract, edit, and shape stories that their boss will approve of.

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Reviews and Revisions

Up to now, there’s not much of a difference between the webtoon industry and other publishing industries around the world.

But there is one key difference.

PDs in webtoon publishing can hold a large amount of power when it comes to the editorial process. Part of a PD’s job is to know the current trends and read most if not all webtoons in their chosen specialty. That allows them to offer up edits that make webtoons feel new or offer fresh takes on tired tropes.

In short, PDs have final approval over all exclusive webtoons published on their platforms.

Not every PD team in every company exerts that level of control over webtoon titles. The balance of webtoon editorial roles is to help creators tell a good story, but it has to be a story that creative is capable of telling. Hence, PDs cannot ask for edits that fundamentally change the vision of a webtoon if the creator isn’t able to see that vision themselves.

It’s a thin line.

My own experiences as a webtoon PD has been mixed, mostly due to my own inexperience. I learned quick that any non-superficial edits have to be made during pre-publishing production as early as possible. Whether it be typesetting, storyboarding, or story elements, the creator needs time to digest the edits and carry the story forward.

Once a story starts publishing and actually gets rolling?

Edits happen, it’s part of the publishing process. Maybe the PD wasn’t specific enough with their previous edits or maybe the creator misunderstood some direction they were given. It happens.

But then… there’s the other times.

I like to call them the “oof” of being a PD in the webtoon industry.

Stay tuned for part 2 which will publish later this week(end).

I should also state that in the Reddit post I linked below, the contract is linked to a webnovel publisher in the United States. But, it is a Reddit post, and there’s no way of knowing whether the contract is actually from that publisher.

This past week, I was on Reddit when I found a webnovel publishing contract that had been shared on r/ProgressionFantasy. It immediately set the subreddit on fire with multiple posts of writers, lawyers and other bystanders weighing in with their opinions on just how horrible the contract is.

You can check out the post in its entirety here, but I wanted to break down the most egregious red flags that immediately stood out to me.

So, let’s get on with the show.

The Publisher Asks for Rights They Should Be Paying For

a. Because the Publisher and Author have an established working relationship, the Author agrees to offer the Publisher the first opportunity to review and consider any new manuscripts created during the Term of this Agreement before offering them to other publishers or proceeding with self-publication.

b. If the Author receives interest or a formal offer from a third party for a new work during the Term, the Author will first share the details of that opportunity with the Publisher. The Parties will then engage in good-faith discussions for thirty (30) business days to determine whether they wish to proceed together on the project.

First Look is a term used to describe when authors or creatives are obligated to allow a company or publisher first look at a creative work. Now, this in and of itself isn’t a red flag, but companies usually pay for this priority.

The second second literally requires the author to share information about their competitors with the publisher. You’d essentially have to disclose to other publishers that you’re contractually bound to share their offers and hope they’re okay with it in order to receive the offer.

The right to First Look as well as First Refusal are both contract terms that can be found in publishing all around the world. But the fact that a publisher would include these terms without proper compensation is deplorable.

While the sample above is egregious, I’ve seen contracts like these floating around the internet and while they seem harmless, they reduce an author’s ability to market their titles and receive offers.

The Publisher Wants to Own Your IP

b. Creation of Derivative Works: In the event that the Author is unable or unwilling to continue the series for any reason—including, but not limited to, health concerns, personal circumstances, or death—the Publisher shall retain the right to produce derivative works based on the original Work and its universe. This includes, but is not limited to, prequels, sequels, spin-offs, adaptations, and other content utilizing the characters, setting, and intellectual property established in the series. This clause ensures the long-term stewardship and expansion of the intellectual property while honoring the Author’s contributions and ensuring ongoing benefit to their estate.

This might be the most disturbing clause in the contract and it’s a massive rights grab beyond the scope of traditional or modern publishing.

"Creation of Derivative Works (Unfinished Series Clause)” is (supposedly) a section intended to address the fate of titles left unfinished when an author can no longer complete their work by allowing the publisher to continue the series.

Except the rights allow the publisher to create prequels, sequels, spin-offs, adaptations and other content utilizing the characters, setting and intellectual property of the series.

There is no requirement for author approval definition or even a determination for the series to be deemed “unfinished”. In fact, the clause clearly states that the publisher retains the rights to produce derivative works if the author is “unable or unwilling ot continue the series for any reason”.

The idea that a publisher would essentially hijack an IP like this is unthinkable.

Yet, here it is. In writing.

The Worst Royalty Share I’ve Ever Seen

i. The only costs that shall be recouped in advance, and in full before any other payments are made to the Author, are Marketing Costs and Specialized Expenses.

ii. Internal Costs shall be tracked by the Publisher and recouped from the revenue before any royalty rate increases apply.

One of the most egregious things about this contract is how the royalty payments to the author are handled. Specifically, the publisher is reimbursed for Marketing Costs and Specialized Expenses before any royalties are paid to the author.

Essentially, the author pays for marketing and publisher expenses in addition to giving the publisher a percentage of the royalties.

And if that weren’t bad enough…

d. Royalty Rates

i. Ebook and Print Editions – The Author shall receive 40% of Net Revenue until Internal Costs related to the Work have been fully recouped by the Publisher, at which point the rate shall increase to 50%.

ii. Audiobook Editions – The Author shall receive 20% of Net Revenue until Internal Costs have been fully recouped by the Publisher, at which point the rate shall increase to 30%.

iii. Other Forms of Media (including but not limited to film, television, stage adaptations, or merchandising) – The Author shall receive 50% of Net Revenue after all Internal Costs, Marketing Costs, and Specialized Expenses have been recouped by the Publisher.

The contract lists three forms of expenses borne by the publisher: Marketing Costs, Specialized Expenses, and Internal Costs.

Until the publishers recoups Marketing Costs and Specialized Expenses, the author receives nothing. And once those are recouped, the author receives a reduced royalty rate until the Internal Costs are recouped.

This essentially minimizes all risk for the publisher and pushes the expenses onto the author.

Yes, you read that correctly. The author funds the publisher.

A lot of royalty share agreements actually require that the author’s share be reduced or redirected to contribute to production costs either related to the main work or even derivative works.

It’s beyond predatory, it’s reprehensible.

Whatever the FXCK This Is

c. Reversion Without Breach

i. All rights to the Work shall revert to the Author upon expiration of the ten (10) year term, excluding any rights and revenues from sublicenses granted prior to reversion, which shall remain in effect for their full term.

ii. If the Agreement is terminated early by mutual written agreement, reversion shall be conditioned on repayment of all direct, unreimbursed Publisher costs, multiplied by three (3), and application of the Future Earnings Obligation in Section 5(d).

The 10 year contract term is… horrible. But requiring authors to reimburse publisher costs by a factor of 3 to end the contract early is beyond the pale. There’s no reason for this to exist in the contract unless the publisher had had trouble keeping authors and is using this to prevent contracted authors from attempting to end their contracts early.

Also, if you were curious about the “Future Earnings Obligation”…

d. Future Earnings Obligation

i. If rights to the Work revert to the Author as a result of the Author’s material breach of this Agreement or by early termination, and the Work or any derivative works are subsequently monetized by the Author or any third party, the Publisher shall receive twenty percent (20%) of all Gross Author Revenue from such monetization for a period of five (5) years following reversion. For purposes of this clause, “Gross Author Revenue” means all amounts actually received by or credited to the Author (or any entity controlled by the Author) from the exploitation of the Work or derivative works, before deduction of any expenses or commissions.

ii. This obligation applies to all formats and channels, including but not limited to print editions, digital editions, audiobooks, translations, merchandise, adaptations, sequels, spin-offs, and performance or media rights, to the extent they are derived from the Work.

iii. The parties acknowledge and agree that this continuing participation is a fair and reasonable allocation of revenue in recognition of the Publisher’s original investment, editorial and marketing efforts, and the enduring commercial value created under this Agreement.

Authors who end their contracts early must not on reimburse the publisher triple their expenses, they must give the publisher 20% of revenue stemming from contracted books as well as sequels, prequels, translations, adaptations and so on for a period of 5 years.

This would include any work related to the series that was published after the contract ends, again, funding the publisher at the author’s cost. And remember, by this point, the author will have paid the publisher triple their expenses.

What the fxck.

I will say that this is the worst contract I’ve ever seen in my professional career.

But, being a webnovel author myself, it’s not the only contract I’ve seen that attempts to hijack an author, their work or their IP without offering fair compensation.

One contract that I was offered a while back was slightly better, but only in the sense that the contract term was shorter and some of the clauses were fairer. The contract, as a whole, was still massively predatory and wasn’t worth the time I spent attempting to negotiate with the publisher.

Be careful out there. The only way to battle predatory practices in the publishing industry is to share information and ask questions to fellow authors.

A common set of clauses between this contract and one that I was offered were the inclusion of terms to trap the author into working with the publisher. There were multiple clauses that would extend the term length while also requiring authors to publish future titles with the publisher, even if they were separate stories.

To all the creatives and authors out there, the webnovel market is rife with publishers who prey on the goodwill of others so please be safe.

First, CANVAS monetization updates have been announced with several significant changes in including changing payment thresholds, streamlining Patreon, and allowing for ad-blocking episodes. They’re not reinventing the wheel, but it’s something.

Secondly, the Disney X Naver partnership to create a new digital comics platform has been cemented. Also fixed is the ~2% equity stake in Webtoon Entertainment that Disney will take moving forward as part of the deal.

And finally… WEBTOON is adding two new categories to CANVAS. They are LGBTQ+ and Romance Fantasy.

Holy shxt.

A Little Background

Back on December 31, 2025, I published a post called “WEBTOON, the New Home of BL”. The tldr is that WEBTOON is beginning to launch more all-ages BL webtoon Originals at a time when LezhinUS is barely launching 2 or 3 all-ages BL a month.

Webtoon-ish

WEBTOON, the New Home of BL

Back in October, I saw a new launch by WEBTOONS that caught my attention…

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4 months ago · 5 likes · Mike Song

Until now, other platforms like Tappytoon, Tapas, and even Toomics have published BL in the past but rarely have the titles seen view counts over 300,000. WEBTOON, on the otherhand, has multiple all-ages BLs that have blown past the 1 million view mark insanely quickly.

While the addition of an LGBTQ+ category to CANVAS isn’t the same as adding the category to WEBTOON’s Originals… at this point, it’s only a matter of time.

What Does This Change?

One of the most requested changes to CANVAS was, at one point, the addition of BL as a category. Until now, most BL titles have gone through the trouble of writing the letter “BL” on their cover so that readers scrolling through the CANVAS feed will be able to discern this specific genre while marking the titles themselves by their secondary category which could be romance, drama, etc.

And the reason why creators on CANVAS went through the trouble of marketing titles as “BL” is simple, BL is a massively popular genre.

More than anything else, all-ages BLs are one of the most underserviced genres in the Korean webtoon industry given their popularity. In the current market, it’s possible that CANVAS becomes the webtoon community’s new home for all-ages BLs considering how few are published on other platforms like Tapas, Manta, or even Lezhin (the king of BL).

Keep in mind that BL is one of the undisputably most popular genres in the webtoon market. And until now, every attempt by Tapas, Tappytoon, and Manta has ended in failure when attempting to assail Lezhin’s popularity.

But that was then, this is now.

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Wading into Thin, Red Waters

Let’s take a quck look at Lezhin’s current rankings in terms of all-ages BL titles.

For the uninitiated, let me be your guide.

Of the 18 titles pictured in the screenshot above, 6 titles are “Introductions”, or preview titles which only have 1 all-ages edited episode. And while titles like “Lost in the Cloud” and “Mad Dog” are incredibly popular, they are also completed which means they are no longer actively publishing. In fact, only 6 titles pictured above are currently not “completed”. Then, there’s “Heaven Official’s Blessing” which is on hiatus and “Regas” which is ongoing but also available on other platforms.

That leaves 4 exclusive all-ages titles that are currently publishing.

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This year’s survey was held during October to November of 2025 and included companies in the webtoon industry during 2024.

The Industry at a Glance

Let’s unpack the big numbers first.

The webtoon industry was projected to be 2.2856 trillion KRW in 2024 which represents a 4.4% increase compared to the year before. This is the first time that the Korean government has used Nationally Approved Statistics to measure the size of the industry, so the comparison isn’t one-to-one.

Internationally, the the top markets were Japan (49.5%), North America (21.0%), China (13.0%), Southeast Asia (9.5%), and Europe (6.2%).

Considering the soft-block of Korean content to China was just lifted this year, it shouldn’t be a major surprise that China ranks so low on the list. And, based on Naver and Kakao’s reports on their webtoon revenue for Q3, Japan’s ranking also makes sense. But the real surprise is the placement of Europe below Southeast Asia and China.

This does however vibe with the massive pullout of webtoon platforms from European and Southeast Asian markets that was occuring as recently as earlier this year.

Inside the Korean Webtoon Market

The rest of the survey is geared towards unpacking the makeup of the webtoon industry in Korea. One section of the survey had respondents categorize their company into any of the following (each respondent was able to select more than one option):

• Webtoon production: 80.3%

• Webtoon distribution (agency): 49.7%

• Webtoon content publisher: 32.6%

• Webtoon services (platforms): 21.6%

• Other: 8.6%

Considering the recent trend of platform closures, it makes sense that the number of production houses (studios) outnumbers the rest. That’s not considering the number of studios that Naver, Kakao, and Kidari Studios either own or have stakes in to produce exclusive content for their platforms.

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Overseas Business

When it comes to webtoon exports, Japan takes up 49.5% while North America takes up 21.0%. Behind that we have China with 13.0%, Southeast Asia with 9.5%, Europe at 6.2% and South America at 0.7%. These are based on averages, not actual numbers of exports.

The majority of these exports are digital publishing rights (84.0%) with only 7.5% being for print publication. Less than that are secondary licenses at 3.9%.

The content import figures tell a significantly different story. Again, the vast majority of incoming content comes from Japan which is no wonder considering the popularity of manga and anime in Korea. But China comes in at a close second which isn’t a surprise for anyone who regularly visits Korean webtoon platforms and sees the large numbers of Chinese titles on offer.

On the other side, digital publishing makes up 76% while print takes up 20.1%. Again, this can be heavily attributed to the popularity of Japanese manga and webnovels as well as Chinese titles as well.

Takeaways

It bears repeating that the data and figures included in KOCCA’s report was volunteered through an online survey.

More than anything, the report reiterates the Korean webtoon industry’s recent focus on Asian markets, specifically that of China and Japan. It was reiterates the reasoning for pulling out of the Southeast Asian and European markets.

And while the Korean market imports content heavily from Japan and China, the number of titles coming in from western markets pales in comparison. And, honestly, nothing has occurred in 2025 to make me think this will change any time soon.

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Words Left Unspoken launched on October 24th and in just under 3 days had attracted over 600,000 views with 3 free episodes and 7 paid episodes. Currently (December 30th, 2025), it has 18 episodes published (11 free) and somewhere north of 1.8 million views.

It’s categorized as a “supernatural” title, but it’s the unnamed genre that really interests me. Because Words Left Unspoken is, unabashedly, a Boy’s Love (BL) title. Of course, being on WEBTOON, it’s an all-ages BL title which makes it a rarity in today’s webtoon market.

But before I get too ahead of myself, let me backtrack a bit.

A Bit of History

One of the bigger issues I ran into at a previous publisher was an initiative to drop all-ages titles. A segment of our editorial staff saw all-ages titles as “unnecessary” as the vast majority of our revenue came from adult content.

And thus, the editorial staff reduced the number of all-ages titles and went for more adult content. Revenue increased (as we were releasing more high-quality adult titles) and ROI increased as less profitable all-ages webtoons were reduced.

At the same time, our new user sign-ups dropped and the growth in viewership zeroed out.

Overall views dropped, app use lessened, and then app/page activity dropped. We were running promotions and sales, but banner clicks were trending downwards. It took months for me to figure out why, but the answer was simple: a lack of all-ages titles.

By the time I was promoted to US Publisher, I had already spent months bringing back all-ages titles. That included BLs, romance, drama, and even action. We used multiple promotions, set up Wait-Until-Free timers, and pushed out ads with the intended purpose of increasing app use, viewership, and banner clicks.

It worked.

Viewership peaked with banner clicks hitting an all-time high. Adult titles consistently earned more revenue, but all-ages titles made up the majority of views.

And then I left.

Not All BLs are Made Equal

LezhinUS, the king of BLs, has been on a hot-streak of adult BLs. It doesn’t hurt that the Korean platform Bomtoon (owned and operated by the company that owns Lezhin, Kidari Studios) has, themselves, a massive catalogue of BLs.

But that only extends to adult BLs.

From what I can gather, in September, LezhinUS published 3 all-ages BLs, 2 in October, none in November, and 4 in December.

WEBTOON can’t (and likely won’t) compete with Lezhin’s massive catalogue of lightsaber art, launching one or two all-ages BLs a month would be enough to dominate that space in their own favor.

Based on the rankings that LezhinUS provides, it’s unlikely that any of September or October’s new launches have anywhere near 600,000 views. And as most of the promotional activities for LezhinUS are firmly focused on their adult content, it’s not likely that any of their new launches have performed at that level in recent history.

While all-ages BLs do not earn as much revenue as their censored counterparts, they are widely popular amongst audiences of all-ages, that includes adults. And, due to the financial factors favoring adult BLs, they’ve become somewhat of a rarity in Korea. It’s very much possible that LezhinUS hasn’t launched all-ages BLs from Korea because… there aren’t any all-ages BLs in Korea.

One is Not a Pattern, but Three is Certainly a Trend

Currently, WEBTOON has been fishing BLs out of their CANVAS pond for the Originals audience for at least a year. In addition to Words Left Unspoken, there’s Chocolate Snow and Hazeshift along with several others which are getting ready to make the jump.

Chocolate Snow and Hazeshift launched in November 2024 and May 2025, respectively. And both are sitting north of 10 million views.

To be honest, during my time at Toptoon and Lezhin, I had two major fears: (1) Naver Webtoon (Korea) starts publishing adult content and (2) WEBTOON (US) starts publishing BLs.

The first somehow came true during my first year at Toptoon when Naver Series began hosting adult webtoons on their service. Of course, the major caveat there was that most of the titles were composed of vanilla sex and relatively tame compared to what you’d find on either Lezhin or Toptoon.

But BL publishing on WEBTOON is a massive step into Lezhin’s own frontyard. It will no doubt put pressure on the publisher if an entire subsection of the BL publishing market is suddenly taken over by a competitor.

Time will tell how this will impact the market as a whole, but considering that Lezhin has taken a step away from publishing with non-Korean creators, this might result in longterm effects that Jaymee doesn’t see coming.

When and how a webtoon launches is generally considered to heavily determine the first month’s revenue and have an impact on how the series performs during the lifetime of its publication.

In this post, I’ll be talking about the launch of new titles, not relaunches of older titles or launches of previously published titles on new platforms (non-exclusive launches).

Let’s jump in.

The Variables at Play

It’s important to cover the basics. For webtoon titles published on Korean platforms, there are four factors that platform operators, webtoon creators, and webtoon producers are able to adjust:

• launch date

• number of launch episodes

• number of free episodes

• publishing schedule

For now, let’s focus on the last one: publishing schedule. At one point, there were multiple publishing schedules ranging from twice weekly to once every 10 days, but the modern market has mostly settled on weekly publication as the publishing schedule of choice.

The only platform with a major difference is Lezhin who has used the “Weekly 4/5” schedule which keeps a weekly publishing schedule for 4 weeks and takes the fifth week as a hiatus.

Launch dates for most platforms focus on the publishing day, Monday titles will launch on Mondays while Tuesdays on Tuesdays and so on. This isn’t necessarily the best or most profitable method of launching titles, it’s just easier on platform operations teams.

Finally the number of free episodes and launch episodes are, traditionally, a hotly contested subject. The end of each free episode should end in a nail-biting cliffhanger… but then again so should each paid episode. Generally, everyone agrees that the last free episode should end in a way to drive the user to purchasing the first paid episode.

Pricing is generally uniform across titles or set to specific standards determined by age, genre, etc and it’s usually set by the platform. As such, it’ll be considered a constant for the purposes of this post.

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Measuring Success

There are multiple metrics for determining whether or not a webtoon launch was successful. These can be revenue, subscribers (or favorite count), or conversion rate (the percentage of users who pay for locked episodes compared to the total number of free episode viewers). But my opinion has always been that view count is the best determination of whether a launch campaign has been successful or not.

For every campaign, by the time launch protocols are being discussed, launch content has already been finalized. And how “good” or compelling a title is will increase or decrease its likelihood of earning high revenue or coverting free users to paid users.

It’s important to note that launch protocols are a part of marketing, not content production. And therefore, we’re looking for the number of “eyes on” when a title launches, otherwise known as the view count.

Market Strategies

For the purposes of this post, I looked at several platforms but stuck to the longest running English webtoon platforms (WEBTOON, Tapas, Lezhin) and included Manta for good measure. I left out non-exlusive launches (re-launches of older titles) because those tend to be full-launches where the entire series goes up on one day.

It’s important to remember that WEBTOON, Tapas, Lezhin and Manta have completely different monetization and publishing schemes. Where as WEBTOON’s ongoing exclusive titles are mostly free with a static number of paid episodes, Tapas, Lezhin, and Manta are the opposite with a static number of free episodes and a growing number of paid episodes as the series publishes.

And in the grouping of the three “premium” webtoon platforms, Tapas and Lezhin utilize Wait-Until-Free while Manta focuses more on its Unlimited subscription. And further still, Tapas uses Wait-Until-Free almost uniformly across all their titles while most of Lezhin’s catalogue isn’t Wait-Until-Free.

Phew. Now let’s get to the launch strategies actually employed by WEBTOON, Tapas, Lezhin and Manta.

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Before we get into the meat of this post, it’s important to know identity of one Chun Doo-hwan. Here’s the first line of his Wikipedia entry.

Chun Doo-hwan was a South Korean army general who served as the fifth President of South Korea from 1980 to 1988.

Here’s the second.

A member of the Democratic Justice Party, he ruled the country as a military dictator following a successful coup in December 1979.

In addition to being a military dictator of Korea, he came into power after the previous dictator of South Korea, Park Chung Hee, was assassinated by the director of the Korean Central Intelligence Agency (you can’t make this up).

Chun was known for exacting quick economic growth through authoritarian and violent means. This included concentration camps, military action against civilians, embezzlement and so much more.

While Chun’s own presidency ended with a democratic election, he was eventually arrested in 1995 on charges of conspiracy and insurrection with an ongoing investigation into charges of embezzlement and corruption. The Korean courts found him guilty and sentenced him to life in prison with a fine of 220 billion KRW (approx. 148 million USD).

In the end, Chun’s sentence was commuted, the government was only able to collect a portion of the fines, and he lived out the rest of his life in Seoul until he died on November 23, 2021.

Memoirs of a Dictator’s Grandson

And the story would likely end there for the family of Chun Doo-hwan… if not for the exploits of his grandson, Chun Woo-won.

From December 4th to the 15th, Chun Woo-won uploaded AI-generated webtoons apparently describing his upbringing and childhood under Chun Doo-hwan.

It’s not pretty.

The webtoons were published to his Instagram account and feature a small lamb, “Mongeuly”, being abused by his grandparents and experiencing life as an outcast in Korea and the United states. One scene features Mongeuly being beaten after complaining to his grandfather about being car sick, then being dragged away by security guards. Another features Mongeuly watching on as a teacher does his schoolwork for him resulting in straight-A’s.

This isn’t the first time Chun Woo-won has made headlines in Korea. Back in 2022 (months after his grandfather’s death in 2021), he was featured heavily in the news after referring to his grandfather as a mass murderer and claiming that his family had more than enough assets to pay the fine imposed on his grandfather by the Korean government (Kyunghyang News).

Shortly after this bombshell report, Chun Woo-won admitted to the use of illegal drugs on a livestream. He then voluntarily returned to Korea where he was convicted and senteced to a suspected prison term in 2024.

The Instagram account in question has since deleted the image posts… but not before the media got ahold of them and screenshotted them for posterity.

Right now, Mongeuly’s Instagram account is mostly empty save a few posts and a link to a Youtube Channel where, as I type now, the host is livestreaming with the title “Reading the Bible Live” while the chat is filled with comments supporting Mongeuly and expressing their love for the short-lived comic.

AI Developments in the Korean Webtoon Industry

• Toptoon released multiple AI-generated animated titles on their English platform (Toptoon Plus) over the course of Q4 2025 (eDaily).

• The Seoul iT Academy in Hongdae showcased the work of students who created titles using gen-AI in July (Kyunghan Sports).

• The president of the Webtoon Association and Bucheon City council had a meeting discussing the necessity of establishing an AI-webtoon creation platform also in July (Electronic Times).

• Kakao Entertainment expanded the use of their AI, Helix, to produce short video content for their Kakao Page platform in April (Newsis).

• Soosung Webtoon announced they would be following up the success of their AI-webtoon Draco-Knight Commander with more follow-up titles for the global market in April (AsiaE).

• RIDI launched an AI-assisted translation/typesetting tool, Prodifi, back in March (Money Today).

For the past year or so, I’ve had a handful of conversations with folks about creating and disseminating webtoon content through video or audio formats on the internet. And while the idea sounds fun and interesting, it also comes with the caveat that I’ll be taking one step further into the creator space.

Not to mention the fact that I don’t like taking pictures, much less appearing in videos.

But, the appeal of reaching a larger audience and having more conversations with more people on the topic of webtoon production, content creation, and storytelling in general was too tempting to pass up.

I’ve uploaded my first video and if you’re interested, you can take a watch below. I’ll be uploading content regularly to the platform, but also I’ll be making a lot of the videos available to paid subscribers here on Substack before it goes up anywhere else.

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Thank you to everyone who offered me advice and support on the topic as well as everyone who subscribes to me here on Substack.

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The notice is available to read on the app, but if you’d rather read it on the web click here.

Okay, ready? Let’s start picking this apart.

The Creator Resource Hub

WEBTOON will also launch a redesigned Creator Resource Hub, where a new video series will highlight creator experiences and success stories, offering practical tips and inspiration from some of WEBTOON’S most accomplished creators.

Prior to going public and refocusing their brand on published works, WEBTOON did spent a fair amount of time cultivating their CANVAS platform to be THE publishing platform for up-and-coming creatives in the webtoon industry. This, combined with their influencer program, gave them a lot more exposure on social media as a publishing platform for creatives instead of targeting just readers.

Nowhere was this more evident than their Youtube channel which featured content like WEBTOON Academy and Creator Summit. The vast majority of which was last uploaded in 2022.

While the idea of providing the internet with resources on how to publish on WEBTOON was a great idea, it would be better if it were actually hosted on WEBTOON rather than another site or platform altogether.

Just like Youtube, TikTok, and Meta, who all have their own Creator Resource Hubs, it makes sense that WEBTOON would take stock of their contemporaries and follow suit, giving their current “hub” a much needed update.

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The Creator Residency Program and the VIP Program

WEBTOON’s revamped Creator Programs will kick off with a new Creator Residency. Held twice a year, the Creator Residency program will invite Original Creators from the English-language service to a two-week in-person workshop at the company’s LA headquarters. Groups of up to nine Creators will attend an immersive development experience offering unprecedented access to WEBTOON’s editorial resources and expertise.

Alongside the Creator Residency program, WEBTOON will introduce a VIP recognition program for select creators, inviting them to Korea to experience the home of webcomics, visit WEBTOON’s Korean office, meet industry leaders, and connect with global talent.

The Creator Residency program makes sense given that KENAZ (another Korean publisher) launched their own program for French creators to work and study in Korea under the tutelage of Korean webtoon PDs and creators.

I wouldn’t be surprised if some of the KOCCA funds towards Global Market Development didn’t go to this in 2025 during their pilot program. Naver isn’t the first to attempt this program, but they certainly have the resources to keep it alive and running.

The announcement of a VIP program… is definitely more for PR than anything else. Anyone who’s a VIP at WEBTOON is likely to be invited to Korea at some point or another. Having it in writing gives all the creators on CANVAS hope that they’ll be one of the next few to get there as well.

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A Useful Creator Dashboard. Dare We Hope?

Combining hands-on support, opportunities to connect with fellow storytellers, and new ways to grow creatively and professionally, WEBTOON’s expanded Creator Programs will empower Creators to take their work and careers to the next level. In 2026, WEBTOON will launch new and improved monetization for CANVAS Creators to earn money from their work, alongside a new dashboard that will make it easier for Creators to understand their series performance. More details about new monetization and dashboard features will be shared in early 2026.

One of the biggest issues that creators have with platforms is the lack of data that they’re given about the titles they publish. Whereas other UGC mediums like TikTok and Youtube offer in-depth breakdowns of data, viewer demographics, and purchase rates, the webtoon industry as a whole hasn’t traditionally allowed that level of review for publishers or creators. This isn’t just overseas creators in North America or Europe, but Korea as well.

To be honest, this has been a long time coming.

Other platforms like Youtube and TikTok don’t just offer viewer metrics and demographics data, they tell you what percentage of your video your viewers watched not to mention how many views came from playlists.

Being able to tell how far readers are getting through episodes as well as how retention is working would be a massive win for creators, publishers, and anyone else. Not to mention, it would be a massive advantage over publishing on competing platforms.

If WEBTOON actually gives creators access to a user data dashboard that goes further than monthly and daily views, it was be an industry first and could lead to more creatives making WEBTOON their publisher of choice.

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“Improved Monetization”

WEBTOON’s expanded Creator Programs will empower Creators to take their work and careers to the next level. In 2026, WEBTOON will launch new and improved monetization for CANVAS Creators to earn money from their work…

This is the big one.

Honestly, there are two possibilities here and it’s more than likely that WEBTOON will employ some combination of both.

First, WEBTOON will essentially begin optimizing ads on their platform allowing for (1) more ads to be shown on CANVAS and (2) increased ad revenue which will be (partially) passed on to the creator. It’ll likely allow to adjustable ad density and possibly require creatives to notify the platform of any content that would be objectionable to advertisers.

Second is utilizing the UGC creative market to activate missions or branded advertising within the content being published. This might be along the lines of TikTok’s Creator Marketplace which encourages creators to complete “missions” by creating videos that promote brands, products, or advertisers through their monetization hub.

This could be similar to the Monster Hunter Wilds branded webcomic contest from January 2025. The contest was a relatively weak one considering the winner received a merch kit and digital code for the Monster Hunter: Wilds game in exchange for a 5-episode mini series.

But it makes sense to advertise branded events like these to WEBTOON’s CANVAS creators specifically, instead of targeting the WEBTOON audience at large.

Also, most importantly, without a hero banner on their homepage, there isn’t anywhere to put events like these anymore. So having a Creator Resource Hub populated with smaller events like these would (a) increase monetization options for creators while (b) increasing marketing revenue and opportunites for WEBTOON.

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Final Thoughts

I think a lot of the improvements are a long time coming. Not just because WEBTOON needs positive PR, but because the webtoon creative market has never felt more stagnant and that’s mostly due to Big Green’s inactivity on the CANVAS front.

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