The Journal of Culture Contents ISSN:2287-2256(Print) 2671-7026(Online) 문화콘텐츠연구

Since 2000, webtoon, has been growing as a new Hallyu content. Webtoon could quickly entice the number of content users based on the synergy between the familiarity of cartoon and easiness of using contents on a website. Recently, corporations increase the marketing strategy using webtoon(called as webtoon-marketing) because the webtoon-marketing can be produced at a low cost but encourage the interactivity with consumers. The webtoon-marketing basically uses a story-telling method and provides the information and brand image to consumers withtout the limits of time, place, and language. Thus, the webtoon-marketing will be constantly increased. This study focuses on the trend of marketing through the articles related to webtoon and the webtoon-marketing and to the examples of the marketing and consumers’ blogs. The webtoon-marketing uses several tools that invite consumers’ reaction, such as quizzes and image inserting, based on the familiarity and favorablity of webtoon. The webtoon- marketing is effecitve on encouraging consumers’ participation in various levels so that the marketing can interact with consumers by sharing common interest rather than showing brand logos and messages. This study emphasizes the interactivity between consumers and the webtoon- marketing based on interactive story-telling strategy. Furthermore, this study considers the future of webtoon as the new representative Hallyu content and of the possible synergy between webtoon and the webtoon-marketing, which is not studied yet.