Branded webtoon, the rise of the digital comic industry in South Korea

Abstract

An interesting book that detailly explains the development of webtoons in South Korea in four time periods. From the first appearance of amateur webcomics distributed via the internet (1998-–2002); transmedia adaptation of webtoons in line with the establishment of online media (2003-–2009); the growth of mobile phone-based ecosystems accompanied by monetization strategies (2010-–2013); and efforts to present webtoons in the international arena (2014-present). The author seems to make great efforts to attract readers, especially those who are not familiar with webtoons, by exploiting the cutting-edge capabilities of the digital era in presenting webtoons, as well as and creating a new media ecosystem in all aspects of production, distribution, and consumption.