K-Webtoon meets Web3: Hallyu content evolves with NFTs and blockchain

Bottom line: The Korean Wave, which has expanded beyond K-drama and K-pop to include webtoons, is leading the global entertainment industry with Web3 technology, innovating content ownership and creating new revenue models.

1. The global popularity and digital evolution of Korean Wave content

"K-Webtoons to reach $2 trillion in global revenue by 2025" - it's not just a prediction. After the K-drama "The Squid Game" and K-pop BTS took the world by storm, K-Webtoons are now the new centerpiece of the Korean Wave. The global webtoon market is expected to grow from the current $8.1 billion in 2025 to $13.4 billion in 2032.

1) Hallyu content exports to reach $13.4 billion in 2023

2) K-Webtoons accounted for 151 TP3T of total Hallyu exports

3) The evolution to digital content is going global

The key to digital evolution is the combination with Web3 technology. While traditional webtoons were "content to be read," Web3 webtoons are becoming "assets to be owned and traded. This paradigm shift is providing new momentum to the global spread of Korean Wave content.

2. K-Webtoon's Global Expansion

Naver Webtoon and Kakao each have different global strategies to dominate the global market. NAVER Webtoon has chosen an expansion strategy centered on North America and Europe, while Kakao has chosen to focus on Japan and the United States. As of 2025, the two companies dominate the first through fourth positions in the global webtoon app revenue rankings.

K-Webtoon platforms' global market dominance and strategies.

1) NAVER Webtoon surpasses 14 million global monthly users

2) Kakao Picoma hits $600 million in annual sales in Japan

3) Korean webtoon exports reached $89.85 million in the first half of 2023

Of particular note is the localization strategy. While NAVER Webtoon develops local creators to produce customized content for each country, Kakao focuses on supplying proven K-Webtoon IP to the global market. Both strategies are succeeding and raising the global profile of K-Webtoons.

3. How Web3 technology affects webtoons

Web3 technology is fundamentally changing the webtoon industry. NFTs are enabling the trading of webtoon IP ownership, blockchain-based webtoon platforms are emerging, and direct connections between creators and fans are becoming possible. Blockchain-based platforms like TOON are building a new ecosystem that bridges the gap between creators, platforms, and users.

1) Digital ownership of webtoon characters and scenes with NFTs

2) Smart contract-based automatic creator revenue distribution

3) Engaging fandom communities in DAO-based content governance

This is more than just a technology adoption, it's a transformation of the entire content ecosystem. Fans can buy NFTs of their favorite webtoons, take ownership, and monetize them in secondary trading. Creators can earn direct revenue without relying on platforms.

4. Best practice analysis: Expanding original webtoon content

We're seeing more and more successful IPs that originated as webtoons expanding into global dramas, movies, games, and even the Web3 space. Netflix's "Now We Go to School" and "Itaewon Class" have proven the global success of webtoon adaptations, and now these IPs are expanding into NFTs and metaverses.

Success stories of IPs that started in webcomics and went global.

1) 'Only I Can Level Up' hits 14.2 billion global views and expands to anime, games, and NFTs

2) 'Hell' webtoon → Netflix drama → NFT sold out in 17 minutes

3) Published 7777 NFTs of Korea's first generative webtoon 'The Empty-shelled Duchess'

In particular, I Am the Only One Leveling Up presented the perfect model for scaling content IPs in the Web3 era. It started as a webtoon, won the Crunchyroll Awards for best animation, became a top-grossing game in 21 countries, and then branched out into NFTs and metaverses, demonstrating the infinite scalability of IP.

5. Future possibilities of Web3 + Hallyu content

The combination of Web3 and Korean Wave content is redefining the future of the entertainment industry. Fan communities are directly participating in content creation in the form of DAOs, and the market for NFT character trading and digital merchandise is rapidly expanding. In 2025, the Korean Web3 market is at a tipping point, with institutional investments on the rise.

1) Participation in content creation decisions with fandom-based DAOs

2) NFT character trading market records 50% annual growth

3) Accelerate the creation of K-content virtual spaces within the Metaverse

Web3 and the Korean Wave are creating a new digital entertainment ecosystem.

The future of Hallyu content will evolve beyond mere consumption to the concept of engagement and ownership. Fans will have new experiences where they can own NFTs of their favorite characters, vote on story arcs, and share in revenue from secondary creations. This will lead to a paradigm shift in the entire content industry.

6. Frequently asked questions (FAQ)

Q1) Is it safe to invest in Korean webtoon digital assets?
A1. Digital asset markets are volatile and require a cautious approach. Consider the popularity of the original work, its circulation, and the potential for IP expansion before investing.

Q2) How are blockchain webtoons different from traditional webtoons?
A2. While traditional webtoons can only be read, blockchain webtoons can be owned and traded, and revenue can be shared directly with the creator.

Q3) Can I buy K-Webtoon NFTs overseas?
A3. Yes, most NFT platforms offer global services and enable borderless trading with cryptocurrencies.

Q4) Which K-Webtoon IPs will be the next big thing?
A4. IPs that have been expanded into global dramas or games, have a strong fanbase, and have a metaverse-friendly universe are promising.