IRKOM Brief

The global webtoon industry is rapidly growing within the broader content market, and at its center stands Naver Webtoon. As of 2024, the platform recorded 170 million monthly active users and successfully went public on the U.S. NASDAQ, solidifying its position as a leading global content platform. This success is attributed to its creator-centric ecosystem, innovative IP development and expansion, and a strong localization strategy tailored to diverse cultural and linguistic markets. This study aims to propose a Korean-style platform management model, the “K-Platform Flywheel,” using the case of Naver Webtoon. Addressing the limitations of previous research, the study will comprehensively analyze key platform features such as creator compensation, a virtuous cycle of content production and consumption, and data-driven strategies. It will also examine serialized and subscription-based service models, advertising and media expansion strategies, and country-specific localization practices. Employing methodologies including literature review, natural language processing-based keyword and sentiment analysis, expert interviews, and focus group interview (FGI), the research will empirically identify the success factors of a creator-centered platform model. Ultimately, this study seeks to contribute to the theoretical foundation of a Korean-style platform strategy, enhancing the competitiveness and sustainability of the global content industry