Japan: comics market size 2023

The sales value of comics, or manga, in Japan was estimated at 693.7 billion Japanese yen in 2023. The market size increased for the sixth year in a row.

Makeup of the Japanese comic market

The Japanese comic market comprises three segments: printed comic books, printed comic magazines, and digital comics, which also includes digitally published comic magazines. Owing to the influence of the internet, print media, in general, has tended to decline in Japan, while digitally published products enjoy increasing popularity. This is also true in the case of comics, which are usually referred to as “manga” in Japan. In the case of the publishing industry, however, it is common to speak of “comic” or “comics” when referring to manga as a segment. While the sales value of both printed comic books and magazines declined for many years, the comic book format saw significant growth in 2020 due to the popularity of “Demon Slayer” and an increased demand for entertainment amid the COVID-19 pandemic. In 2021, further hit titles such as "Jujutsu Kaisen" and "Tokyo Revengers" sustained the momentum of the market. Magazines, however, were not able to profit significantly from these developments.

Fan activities

Japanese comics enjoy a high popularity in their country of origin and are deeply entrenched in the daily lives of people. Manga-like characters, for instance, are often used by companies and municipalities for public relations purposes. The medium frequently serves as a source of material for other parts of the content industry. Manga is not only known for its distinctive style, but also for the openness of the industry when it comes to recruiting new talent. The medium is very accessible, as anyone with a pencil and a piece of paper can engage in the creation of new works. Twice a year, the self-published manga fair Comic Market (Comiket) takes place in Tokyo, attracting several hundred thousand visitors each during the summer and the winter event. Manga traded at the fair include both purely original works as well as derivative works based on already existing franchises, which has been discussed as a copyright issue in Japan. Fans who engage in the practice of cosplay by dressing up as their favorite characters are a common sight during these events and add to the exciting atmosphere of the conventions.