Issue Focus

Naver Webtoon is making significant strides in the international market by discovering local writers and engaging in production specifically tailored to regional preferences. This strategy stems from thorough market analysis aimed at creating content that resonates with different audiences. Recent projects exemplifying this approach include 'Mafia Nanny' in North America and 'Our Secret Marriage' in Indonesia.
'Mafia Nanny,' launched in November last year, targets the North American audience by incorporating familiar themes such as elite nannies and mafia elements. This initiative was developed in collaboration with local writers Violet Matter and sh00. The webtoon has garnered over 80 million views in English-speaking regions and has been translated into multiple languages, including French and Spanish.
Similarly, 'Our Secret Marriage' addresses the cultural nuances of Indonesia, adapting the Korean web novel 'Marriage Over Romance' into a webtoon appealing to local readers. This project involved local artists Kairunisa and VBi, aligning with Naver Webtoon's philosophy that local writers can more effectively capture cultural specifics. The production model, featuring collaborative content creation and market-specific planning, has contributed to a growing number of original local webtoons on the platform.