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What Is a Webtoon? The Vertical Revolution of Mobile Storytelling

MMA Dictionary

26 July 2025

What Is a Webtoon? The Vertical Revolution of Mobile Storytelling

Paylaş

Stories That Scroll

In an age where vertical screens dominate content consumption, Webtoons have emerged as a transformative storytelling format. Originating from South Korea, these digital comics are specifically designed for mobile devices, using a scroll-based, vertical structure to deliver short, addictive episodes.

Anatomy of a Webtoon

Webtoons are more than just digital comics—they’re mobile-native narratives. Key characteristics include:

• Vertical format, perfect for mobile reading

• Bite-sized episodes that take 2–5 minutes to read

• Interactive features like comments and likes

• A wide range of genres: romance, sci-fi, drama, fantasy

• High user loyalty, especially among Gen Z and Millennials

Globalization and Netflix Adaptations

Webtoons have moved beyond Korea’s borders. Platforms like Netflix are adapting popular webtoons into films and series—e.g., Chicken Nugget—highlighting the power of webtoon IP as cross-media content ecosystems. These adaptations bring webtoons to new audiences and expand their storytelling universe.

What Do Webtoons Mean for Marketers?

For brands and marketers, webtoons offer:

• A fresh space for branded storytelling

• A powerful channel for youth engagement strategies

• Ground for character-driven campaigns and influencer partnerships

• A bridge to transmedia marketing across games, music, and film

Beyond Format: The Webtoon as IP

Webtoons are not just entertainment—they’re emotional touchpoints and digital loyalty tools. As content ecosystems, they provide new ways to connect, engage, and build long-term relationships with audiences.