From Smart‑phone Scrolls to Streaming Stars: How Hellbound’s Rise Sparks the Webtoon Revolution
Late November’s Netflix hit Hellbound isn’t just a binge‑worthy drama—it’s the latest proof that a little‑known webtoon can leap straight into Hollywood. What began as a quick comic strip on a phone screen is now lighting up living rooms worldwide.
The Webtoon Boom
Born in Korea 20 years ago, the webtoon format has been a free‑wheeling rattle‑sticker for creators. A low‑budget, high‑impact medium, it delivers thousands of illustrated tales for a fraction of the cost of traditional TV production. Streaming giants—Netflix, Apple TV+, Disney Plus—weave these stories into their content ladders, while readers outside Korea find themselves glued to their screens, too.
Jok ‑‑ The Risk‑Free Sandbox
When a movie flop hits the box office, the gloves come off and the next project gets a quick brush‑off. But in the webtoon world, a failed title leaves the creator alone in the basement, and the freedom to experiment is intact. “If we stumble, we do it on our own terms,” says Choi Gyu‑seok, the mastermind behind Hellbound’s webtoon incarnation.
Numbers That Matter
- Over 14,000 webtoons created by 9,900 artists in South Korea.
- Tech titans Naver and Kakao are the bridge to global streaming roadways.
- Creators earn on average 48.4 million won per year—that’s roughly S$56,000.
- Only 8 % see a major income surge from an adaptation, yet the rewards can sky‑rocket.
The Weekly Pulse
Webtoons roll out new chapters every week, turning each storyline into a dynamic buffet of scenes. “You’re scrolling in three minutes while waiting for that mysterious friend… each frame has to grab you instantly,” explains Choi. “That’s why there are so many elements that can jump into a new format.”
The Gold Rush of Adaptation
It’s not just the story—ownership and payouts dance between creators, platforms, and agencies. “I’m making 3–4 times what I’d earn in a year in just a month or two,” declares Hellbound’s Choi after a successful spin‑off. The adaptation provides a portal to creative freedom, letting artists pause a new project for a well‑earned break.
What’s Next for the Webtoon World?
With hundreds of live works on the shelf, the “brain‑child” spirit of the webtoon scene is bursting at the seams. As platforms like Naver Webtoon keep the stream flowing, the possibilities for adaptation—whether in films, shows, or even interactive experiences—grow like the jellybeans in a snack jar.
So the next time you’re scrolling into the world of Hellbound or any other webtoon, remember: you’re watching the birth of a new cultural wave, powered by simple smartphones and the imagination of creators who dare to dream beyond 3‑minute breaks.
Global readership
Webtoons Take the US By Storm: Vertically Spinning Pages, Big Investments, and Netflix Dreams
Ever wondered why a 24‑year‑old in New York can’t stop tapping on her phone’s comic? It’s because Webtoons have reinvented reading – ditching the classic page‑flip for snappy vertical scrolls that feel like a scroll‑through Instagram feed. And if that’s not enough, 75% of the 14 million U.S. screenshot‑hungry Naver Webtoon fans are under 25, making it the teenage dream for comic culture.
App Rankings – What’s Hot on Google Play
- In the U.S., Naver’s Webtoon app ranks #2 and Kakao’s Tapas follows at #3 in Nielsen’s free comics category.
- Across the Pacific, Korea’s own Piccoma (Kakao) and Line Manga (Naver) hold the top two spots in Japan.
Naver’s Global Expansion – Numbers That Speak Volumes
By Q3, Naver’s Webtoon sales have skyrocketed 79% year‑over‑year—a hard‑to‑ignore spike. Over the past three years, active users catapulted from 50 million to 72 million, and most of those readers now live outside Korea. Global streaming buffs are feeding this growth, turning comic panels into blockbuster screenings.
Behind the Panels – Creators on a 10‑Hour Grind
Every day, comic creators clock about 10.5 hours, six days a week. The fast‑paced schedule means that from the spark of an idea to a published page can be as short as a week. And if the audience loves it, the reaction is instant: views, payments, comments—allowing comics to flex with trending culture or bold story arcs.
From Page to Big Screen – Netflix, Apple TV, and Beyond
The Netflix adaptation of Hellbound, a story about how humans and darkness collide, cost roughly 15–20 billion won. The tech giant is looking to roll out larger, out‑of‑this‑world settings—think space drama instead of a less-than-fancy bazaar on Earth.
Creator Hongjacga of Dr. Brain (now an Apple TV Plus miniseries) notes: “Once streaming worlds opened up, anyone with a bold idea could attract global buyers. That’s why space‑tinged mind‑benders start popping up.”
Looking ahead, Naver’s head‑in‑the‑market says 10–20 Webtoons will make the leap to other media next year via partnerships with streaming services.
