Webtoon
A mobile-native, vertically scrolled digital comic format, originating in South Korea, published in short serialized episodes.
Explanation
A Webtoon is a digital comic designed for vertical scrolling on mobile devices, delivered in short episodes (roughly 2-5 minutes to read) with interactive features like comments and likes. It matters for marketers because webtoons function as branded storytelling platforms and loyalty tools, offering character-driven campaign opportunities, transmedia extensions into games, music, and film, and a direct channel to reach Gen Z and Millennial audiences who show high loyalty and emotional investment in the format.
Usage context / examples
Netflix's adaptation of the webtoon Chicken Nugget into a series as an example of webtoon IP crossing into other media, and names platforms Naver Webtoon, KakaoPage, Line Webtoon, Tapas, and Tappytoon as part of the format's global spread.
Related terms
branded content, transmedia marketing, Gen Z, Gen Alpha, IP (intellectual property), influencer partnerships
Turkish equivalent
Webtoon (Türkçe blogda İngilizce terim aynen kullanılmış)
Turkish definition
Güney Kore kökenli, mobil cihazlar için tasarlanmış, dikey kaydırmalı ve kısa bölümler halinde yayınlanan dijital çizgi roman formatıdır.
Source: MMA Academy Sözlük