The internet is an ever-changing place. While webcomics started out imitating regular comic pages or newspaper strips, with the rise of mobile phones there came a new way to experience comics: the vertical scroll format of webtoons!

For the first chapter, I just drew normal comic pages, without ever intending to make it into a webtoon. But when Webtoon Canvas announced a contest, I decided to reformat the comic and enter it. Because it was my first time doing so, I struggled quite a bit with the process!


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For the second chapter, I thought it would be smart and help me have updates ready sooner if I finished my comic as a webtoon first, and only then reformatted it into comic pages. This was a mistake, because reformatting a webtoon to comic pages is even more challenging than the other way around!

These kinds of fluid compositions would be very difficult to achieve if you work on a Webtoon first and then rearrange it to a page. Most webtoons only display one or two panels at once. On one page, you often have between 5 and 10 panels visible at once!

This WAS one of the cases where I adapted the page sketch for the webtoon format before finalizing the artwork. I already knew that I would need to change the text layouts and even rearrange the position of Dodger and Sammy!

In traditional comics and manga, the shape of the panels, the placement of characters, and dialog are arranged according to the page size. Webtoon-style comics, on the other hand, make use of the long page format and arrange these elements to go vertically.

While webtoons were mostly unknown outside of Korea during their inception, there has been a surge in popularity internationally thanks in great part to the rise in popularity of manhwa and that most manhwa are released as webtoons.[1]In the country, as digital manhwa have emerged as a popular medium, print publication of manhwa has decreased.[citation needed] The amount of material published in webtoon form has now[when?] reached an equal amount as that published offline.[2]

Webtoons usually feature a few of common traits: each episode is published on one long, vertical strip (making use of an infinite canvas rather than multiple pages so that it is easier to read on a smartphone or computer); some feature music and animations that play during each chapter; and unlike the majority of East Asian comics, they are usually in color instead of black-and-white since they are published digitally on a website or app rather than physically in a magazine. In the case of South Korea, there are also different censorship laws for materials published online than in print which has led to more manhwa that is erotic and sexually explicit being produced and published as webtoons.[3]

Like other online publications, there are a variety of payment models used for webtoons. Some offer a limited set of chapters for free and charge for the rest. Others allow only a certain number of chapters to be read per day without payment.[citation needed]

Creators of webtoons can earn money from ads displayed on their series. Until 2019, amateur creators could earn money from the credit that was given by their fans. The money that the pro and amateur creators receive depends on the page view.[4]

While there has been webcomics uploaded and hosted by individual creators since the mid-to-late 1990s, the advent of the webtoon model dates back to 2000, when Lycos Korea, the Korean version of the American search engine Lycos, launched the Manhwa Bang section in their portal site. Yahoo! Korea followed suit with a similar service called Cartoon Sesang two years later. By the year of 2002, based on the Cultural Industry Promoting Law, the predecessor of the Korea Creative Content Agency was established and started to support the manhwa and related industries as a whole.[5]

The Korean web portal Daum created a webtoon service known as Daum Webtoon in 2003 and was later followed by Naver with the launch of Naver Webtoon in 2004.[6] These services regularly release webtoons that are available for free. According to David Welsh of Bloomberg, comics account for a quarter of all book sales in South Korea, while more than 3 million Korean users paid to access online manhwa and 10 million users read free webtoons.[7]

As of July 2014[update], Naver had published 520 webtoons while Daum had published 434. Since the early 2010s, services such as Tappytoon and Spottoon have begun to officially translate webtoons into English while some Korean publishers like Lezhin, Toomics, and TopToon have begun to self translate their works.[9][10][11] Examples of popular webtoons that have been translated into English are Lookism, Untouchable, Yumi's Cells, The Sound of Heart, Tales of the Unusual, The Gamer, The God of High School, Girls of the Wild's, Noblesse, and Tower of God. In recent years, these webtoons have been gaining popularity in Western markets, rivalling Japanese manga.[12]

Enhanced preloading enabled later authors to adopt a vertical layout with scrolling. In contrast to comics with a dense panel composition, scrolling brings new panels into view. This makes webtoons suitable for gradual and continuous representation, allowing webtoon reading to become more fluid.[14]

With the advent of the smartphone and tablet, webtoons have also migrated to new platforms such as apps. There have also been sounds introduced to imply further expressions and tones, as well as interactive motions to create excitement and bring attention to certain objects for the viewers.[15]

Prior to 2014, most webtoons were only available in English through unofficial fan translations. In July 2014, Naver subsidiary Line began publication of translations of popular webtoons to English via the Webtoon service.[16][17]

Naver's Webtoon service, launched in 2014, is now the biggest webtoon platform in Korea. According to Naver, it reaches over 6.2 million daily users. The free WEBTOON translation service has allowed webtoons to form part of the global Korean Wave.[20]

The webtoon format has also expanded to other countries with many different distributors offering original and translated webtoons for users to read as well as offering platforms for anyone to upload their own webtoons.

In mainland China and Taiwan, webtoons along with web manhua have seen an increase in production and popularity since they are rarely published and just like in South Korea, have resulted in a resurgence and interest in the manhua industry as more content is consumed digitally. Almost all of the big webtoon portals in China are offered by the big internet companies in the country while in Taiwan the bigger webtoon publishers outside of the country like Comico, Toomics, and Webtoon are more popular since their services are available there.[24]

In India, webtoons have grown into popularity.[33] With the global launch of LINE Webtoon by NAVER Corporation in 2014, it became the first go to app that introduced webtoons in India.[34] Kross Komics launched the first dedicated Indian webtoon portal in 2020 targeting domestic audience and offering 40 translated South Korean titles in English, Hindi and Telugu. It is also planning to introduce content from the Chinese and Japanese markets.[33][35] After its official mobile app release on 7 December 2019, it was downloaded over 200,000 times on Google Play.[33] As of July 2021, it registered 1.1 million monthly active uses and 3.5 million app downloads.[36] Webtoon dramatization further helped increase readership.[37]

Kross Komics, founded in May 2019, is headquartered in Seoul with additional offices in Mumbai and Los Angeles. It mainly targets the 15-24 age group, especially females, and supports both Korean and Indian webtoon content creators.[38][39] Popularity of digital comics is now encouraging Indian publishers such as Graphic India to launch their own service called Toonsutra in the market.[40][41] In 2021, Kakao Entertainment was planning to enter the Indian market after its acquisition of Kross Komics in 2020.[42][43] From Q3 2022, Kakao Entertainment will provide webtoon content and customer support for Kross Komics.[44]

Indonesia and Thailand have become big markets for the webtoon industry with both Naver (under WEBTOON) and Comico offering both original webtoons and fully translated titles. Some webtoons made in Indonesia and Thailand, such as Teen Mom and Eggnoid, have even been translated and published outside the countries . Vietnam launched its first webtoon portal, Vinatoon, which offers translated titles from Daum Webtoon and Mr. Blue with the intention of opening up another market.[45]

TopToon's TopToonPlus service, launched in July 2021, was another global launch by a Korean webtoon company for their global fans. In its first month of service, it gained over 200,000 subscribers.[47]

Besides just the consumption of translated works, there has also been a rise in the creation of original non-Asian webtoons thanks in part to sites like Tapas and the aforementioned WEBTOON offering the ability for anyone to submit their own work.[48] In the beginning, many of the webtoons created outside of Asia tended to just be webcomics released in the webtoon format but over time, more artists have released more titles that are full-fledged comics rather than reformatted webcomics.

Now roughly the golden rule is like a mathematical formula used to help balance out composition. This is what I use to help me figure out where to place my comic panels or webtoon panels, and is helpful for those of us who might not have the artistic eye to see the balance in pictures as readily as others may.

Webtoon Entertainment, a subsidiary of Korea's dominant search engine, Naver, with over 60% of the market share, is a prime example of how a company creates and captures new market opportunities in the era of digital transformation. With its humble beginning as a free service to increase user traffic to the portal site by providing digitized comics for web surfers, Webtoon Entertainment reinvented the comic book industry by changing the way comics are created, distributed, and consumed. Briefly, Webtoon Entertainment is a platform that connects creators and users of digital comic content in the form of a vertical layout that is optimized for PC and mobile browsing. The company now boasts 82 million monthly active users on its digital comic platform across the globe. The case explores the key milestones of Webtoon Entertainment to show how the company transformed the comic industry and became the largest storytelling platform in the world. More specifically, it describes how the company unlocked new creative talents and built an ecosystem for webtoon business based on a platform economy, monetized the once-free content into a billion-dollar business, and then rolled it out globally despite cultural and language barriers. Finally, the case describes the challenges ahead that Webtoon Entertainment faces in the lucrative yet competitive comics industry. Interestingly, the case has multimedia materials, including first-hand interviews and infographics, directly embedded between the written content. Students are able to access these materials via QR codes and are visually stimulated while elevating their comprehension of the case. This will be a whole new reading experience for students that immerses them in the evolution of Webtoon Entertainment at a different level, ensuring an active and rich class discussion. The case is suitable for teaching innovation, entrepreneurship, digital transformation, platform strategy, and globalization strategy. ff782bc1db

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