Key Takeaways

• The emergence of mangas and webtoons in the UK has proved that the media have come far and wide from their originating lands – Japan and Korea.

• Manga and webtoon trends have infiltrated the UK audience, amidst the slower growth of the UK market compared to other European countries.

• Publishing manga and webtoons in the UK means overcoming challenges in localization, licensing, market competition, and selecting the best medium.

• Publishing opportunities in the UK arise because of the growing consumer base, digital platforms, cross-media adaptations, merchandising and spin-offs, and collaborations with other creators.

• CCCI offers translation, localization, and typesetting services to encourage global media distribution.

Table of Contents

• Trends in the UK Manga and Webtoon Market

• Challenges of Publishing Manga and Webtoons in the UK

• Opportunities for Manga and Webtoon Creators and Publishers

• Tips for Succeeding in the UK Manga and Webtoon Market

The emergence of mangas and webtoons in the UK has proven that Japanese and Korean media have come a long way. Although manga publishing in the UK has been scarce, most titles sold in the region are published by US companies like VIZ Media and Kodanza Comics.

From the 2019 British Museum manga exhibition to the 2024 BBC’s sole viewing rights acquisition of the English-dubbed One Piece, the contents are steadily gaining popularity in the UK. With more titles being introduced, the manga and webtoon market in the UK is growing solidly. This growth becomes a fresh opportunity for creators and publishers to produce more.

With that, let’s look at the current trends, challenges, and opportunities for publishing manga and webtoons in the United Kingdom.

The trend of reading mangas and webtoons has infiltrated the British audience, amidst the slower growth of the UK market compared to other European countries. Specifically, we’ll delve into UK webtoons and mangas’ popularity, influences, and preferences.

In the post-pandemic years, webtoons and mangas were popularized with the translation trends in the UK. Specifically, during the 2023 London Book Fair, over half of the top translated authors and titles were Japanese, dominating the scene.

Moreover, looking into the UK manga industry growth, this year’s comic sales have reached £29 million, with over half of that being manga. Besides that, 47 titles out of the 2024 UK’s Top 50 Comics are mangas, with Jujutsu Kaisen having the top spot.

Several mangas and webtoons include British characters in their storylines, which makes these titles a selling point for the Brits. In addition, familiar British culture and history are likewise embedded in the plot, which sometimes reinforces stereotypes of class and aristocracy. Some sources are fundamentally British, like Sherlock Holmes in Detective Conan and Arthurian legend in Nanatsu no Taizai, and are set in the Victorian or Medieval eras.

The digital shift to webtoons also made manga and manhwas popular. Online platforms, like Naver and Tapas, have made manhwas and manga accessible to a wider audience, in the comforts of their devices. Because of these, communication and interaction between readers and authors also became possible and easy.

Moreover, the digital shift made distribution faster, compared to print publishing. Readily available translations solved language barriers as well. Additionally, the UK webtoon trends primarily focused on romance, fantasy, science fiction, mystery, and slice-of-life, which are the top-selling titles in the region.

Manga are commonly adapted into webtoons through digitalization, which also work as manga trends in the UK. Similarly, webtoons can also be published as print copies, as they can also attract readers who prefer the art style and quality of printed manga or manhwa. However, more widely known titles can be published in digital and print for extended reach, maximizing their market with their current position in popular culture.

But wait! Getting into manga publishing in the UK has its hurdles. The same goes for UK webtoon creators who want to be published. Let’s run through the challenges of publishing manga in the UK.

The UK has four countries and is home to many cultural and linguistic nuances. In language alone, UK English already differs from American English. For example, “color” is “colour” and “elevator” is “lift.”

This makes professional translators like CCCI important to creators interested in the UK market.

The UK is rather strict when it comes to media. According to Berenice Robaglia in Barnebys Magazine, the UK has firmer licensing standards than the United States. Webtoon and manga creators will have to review the UK’s laws and regulations for publication. Afterward comes the long process of obtaining the necessary documents

The UK market is tough. According to “Cartoons vs. Manga Movies: A Brief History of Anime in the UK,” mostly American producers are dominant, and manga is struggling. Not only that. Statista’s 2020 data reveals that only 6% of respondents prefer comics and graphic novels. Thus, manga and webtoons likely sell much less than popular mystery novels. And high prices limit sales to mostly teenagers and young adults.

Each medium has advantages. Print boasts perceived credibility and targeted distribution. But millions worldwide own a smartphone and can readily access digital content. Grand View Research says that in 2023, the webtoon market size in the UK is growing. This is thanks to the rising usage of smartphones and the Internet.

Pro tip: Consider investing in digital manga publishing and service providers like CCCI that convert manga to webtoons and webtoons to print. Explore options and test the waters!

In recent years, manga and webtoons have captured the attention of enthusiasts globally. Particularly, the UK market is seeing the advent of manga and webtoon production. The UK boasts a strong tradition for literary appreciation, thus fostering an environment supportive of innovative storytelling and visual artistry.

That said, what are the possible UK manga market opportunities? Are there any webtoon publishing opportunities in the UK? 

In 2023, the market size of webtoons in the UK has accumulated a revenue share of 28%. This is attributed to the growing popularity of Korean culture, spread by both K-dramas and K-pop.

Also, the market size of manga in the UK accounted for approximately 12.7% of revenue share in 2023. With manga made more convenient and accessible, it’s expected to grow by 21% from 2024 to 2030

Print manga has been popular in Japan for many years. However, the emergence of smartphones has made digital manga more accessible. It has also seen the birth of Webtoon, the Korean counterpart of the Japanese manga, which was positively accepted.

Several digital platforms have emerged to supply this growing demand. For webtoons, sites like Lezhin and Tappytoon are popular amongst users. For manga, VIZ Media and Bilibili offer services for a fixed rate.

Webtoons and manga are not limited to print and digital copies. Besides the demand for new releases, fans also clamor for watchable content. Most are even adapted to live-action films, featuring prominent actors. 

In K-drama adaptations of webtoons, Business Proposal and The Uncanny Encounter are popular examples. However, some webtoons are better as animations, like Tower of God and Solo Leveling. 

Of course, fans aren’t one to miss out on the famous manga-to-anime adaptation. Among the popular anime choices of all time are Haikyuu and Attack on Titan. Some are also adapted to live-action, like One Piece and Alice in Borderland.

Lastly, role-play anime games like Genshin Impact and Arknights are among the top game title choices. The UK manga trends often lean toward action, leading fans to seek out games with the same genre.

Anime merchandise is popular among fans, especially those who want to commemorate their faves. Manga publishing in the UK has thus encouraged its merch market to boom. As such, the UK manga market opportunities are endless. From publishing and distribution to creating spin-offs, it’s no wonder why its CAGR is rapidly growing.

Webtoon publishing opportunities in the UK aren’t one to be left behind. As the fastest-growing trend in the market, webtoons are among the most effective ways to advertise products.

UK producers and animators are slowly making noise in the community. Not to mention that anime, like Moriarty the Patriot and Black Butler, are based in England. Think about the possible collaborations that could happen! Soon, media appreciation won’t be limited to manga and webtoon localization.

Now that we have presented the trends, challenges, and opportunities that await you, here are some tips for success!

• Focus on Localization: It’s important to ensure that the localization of your manga and webtoon is on point. Quality localization guarantees that your manga or webtoon passes UK licensing standards and connects with UK readers. So, choose professionals like CCCI who are reliable in the cultural nuances of places like the UK. 
• Engage with the Community: Engagement with enthusiasts and interested people is key to increasing your patrons. Use social media platforms and events like Animangapop and MCM London to connect with people. Once you find your place and establish your fanbase, you’ll have contributed to the UK manga industry’s growth.

• Leverage Digital Marketing: Smartphones and the Internet have accelerated the growth of the market size of webtoons in the UK. It’ll work the same magic in marketing. With millions of people owning a smartphone, marketing your content online is easy. Learn effective strategies in digital marketing to get the most out of it. Make social media posts, invest in ads, and be visible.

• Collaborate with UK Publishers: Manga publishing in the UK is not a one-man operation. Collaborate with key people in the UK manga industry. They can help you with the necessary information to make your manga successful. The same applies to UK webtoon creators too!

And that’s a wrap! We’ve covered the trends, challenges, and opportunities of manga and webtoons in the UK. At CCCI, we encourage global media distribution for everyone to discover and enjoy. From translation and localization to typesetting, we got you! 

Whether you’re an aspiring creator or a fan tuning in for future trends, contact us and let us know how we can help you.