한국과 중국의 웹툰 IP 활성화 전략 비교

Abstract

The rapid growth of the use of known IPs into the core of the entertainment industry has revealed the enormous commercial potential of the IP industry, leading to webtoons attracting attention as an important source of IPs. A comparative analysis of research on the differing promotion and utilization strategies of webtoon IPs in Korea and China may have implications for the usage of webtoon IPs. First, we will display the importance and value of IPs, describe how Korean and Chinese webtoons have been developed and the current situation of both countries, and then compare the characteristics of webtoon platforms in Korea and China through the lens of IP utilization. Finally, we will compare and contrast the development and characteristics of webtoon platforms in Korea and China, and the accompanying strategies implemented by those platforms. When it comes to content creation, both Korea and China are attempting to nurture the IP ecosystem through creator training programs and mergers and acquisitions of related companies. In addition, Korea and China are expanding webtoon IP through secondary IP production, video production, and themed events. Additionally, both countries are seeking to expand the influence of their webtoon IPs through film or television adaptations, themed events, and other means. Accordingly, Korea is pursuing a strategy of adapting webtoon IP contents into video content formats and diversifying business chains. The global market is also constantly expanding through mergers and acquisitions, links to web novels, and other strategies. Because China’s webtoon platforms have such a comparatively large userbase, their main strategy is to focus on the domestic market. In line with the purpose of ‘the era of commoditization of entertainment,’ we are continuously improving the quality of our works and focusing on various video productions and events. They are constantly seeking to improve the quality of their products, as well as focusing on various video adaptations and events, in order to fulfill their purpose of ‘the era of commoditization of entertainment.’ However, the reality is that Korea is ahead of China from a global perspective.