The story of Bae Jin-soo serves as a prime example of the incredible transformation and success that is possible within South Korea’s webtoon industry. Despite being kicked out of his home by his own parents when he quit his corporate job to pursue a career in writing, Bae’s journey has been nothing short of remarkable. Fast forward seventeen years later, Bae has made a name for himself as one of the biggest names in the billion-dollar webtoon industry, illustrating hits that have been adapted into popular YouTube reality shows and even a major Netflix series.
The rise of webtoons, online-only comics tailored for mobile devices, has taken the world by storm since its inception two decades ago in South Korea. Platforms like Webtoon Entertainment have become incredibly popular, with the company filing for an initial public offering (IPO) on the NASDAQ stock exchange. Backed by tech giant Naver, Webtoon is poised to reach a valuation exceeding $2.6 billion post-IPO. This exponential growth signifies a significant shift in the way entertainment is consumed, with webtoons capturing the hearts and minds of millions around the globe.
Bae’s initial struggles as a budding comic artist reflect the broader sentiment towards the profession. Many, including his own parents and friends, doubted the viability of a career in comic artistry. His lack of drawing skills only added fuel to the fire, with readers criticizing his drawings while praising his storytelling abilities. However, Bae’s determination to improve, coupled with his innovative method of self-education through photography and replication, eventually led to his breakthrough with the horror hit “Friday” on Naver Webtoon.
The fast-paced growth of webtoons in South Korea has transformed the industry into a global cultural phenomenon. With a market value increasing from $109 million in 2013 to $1.33 billion in 2022, webtoons have become a viral export representing South Korea’s creative prowess. Naver’s Webtoon platform boasts over 170 million monthly active users spread across 150 countries, cementing its status as a market leader.
The success of webtoons has not been limited to the digital realm, with several adaptations making their way onto television screens. Numerous K-dramas and films, such as “Misaeng,” “Yumi’s Cells,” and “Marry My Husband,” have garnered immense popularity, drawing inspiration from webtoons. These adaptations provide creators with a validated source of content and originality, facilitating smoother casting processes with actors already familiar with the webtoon narratives.
As webtoon adaptations continue to attract global audiences, platforms like Netflix have capitalized on the trend. Netflix Korea’s content director, Keo Lee, emphasized the significance of unearthing undiscovered stories that resonate with webtoon fans both locally and internationally. By venturing into unconventional genres and themes, Netflix aims to bridge the gap between existing and new audiences, further expanding the reach of webtoon culture.
Webtoon creators have deftly tackled a wide range of themes, particularly focusing on societal issues and the struggles faced by younger generations. Dal Yong Jin’s insights shed light on the portrayal of generational challenges in webtoon narratives, highlighting the agony and triumphs of characters grappling with modern-day dilemmas. Works like Bae’s “Money Game” delve into dark and complex storylines, delving into the psychological depths of characters embroiled in high-stakes scenarios.
The meteoric rise of South Korea’s webtoon industry exemplifies the power of creativity, innovation, and perseverance. As creators like Bae Jin-soo continue to push the boundaries of storytelling, webtoons are poised to remain a dominant force in the global entertainment landscape, captivating audiences with their compelling narratives and diverse themes.
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