From Web Novel to Manhwa: How Does Localization Help Korean Works Go Global?
Korean pop culture has gone global with its influence stretching across most industries. From K-pop and Korean dramas to web novels and manhwa, the Hallyu wave is sweeping the international markets.
Of these, the most widely read are Korean web novels. Among the biggest manhwa hits today are some that originated as web novels before they were developed into digital comics, such as Solo Leveling, Omniscient Reader's Viewpoint, and The Remarried Empress.
The growth in the number of web novel readers globally has been driving the need for quality adaptations. Hence, the Korean web novel localization process has become more crucial than ever. As the Korean digital manhwa market will reach $26.214 million by 2028, the growth of the industry is unquestionable.
But none of this growth would be possible without good localization. Web novels need to be carefully adapted for global audiences before they can become widely read and, eventually, adapted into successful manhwa. But how exactly does localization contribute to this process? Let’s explore its crucial role.
Read more: Web Novel Localization: The Secret to Spreading Your Story Worldwide
The Evolution of Korean Manhwa
Korean manhwa has not always been as well-liked as it is now. Preceding this, the market too had been faced with unprecedented distress, as it was no longer able to counter the monopoly of Japanese manga.
Korean comics gained momentum in the 1980s by becoming more diverse and addressing a wider variety of issues, including social causes and the push towards democratization of the country. The market took a severe hit in the late 1990s when Japanese manga and other popular culture imports saturated it.
The majority of Korean artists made efforts to mimic the Japanese pattern, producing standard pieces that found no appeal to local readers. The economic decline of Korea in 1997 also further drained the industry, resulting in a downfall in manhwa production.
The early 2000s brought about a drastic change with the introduction of online media. With increased internet usage, there was an increase in demand for web content too. It provided the space for web-based manhwa (webtoon), a form specifically created for the web. Unlike its printed comic brethren, digital manhwa allowed more freedom in its presentation and narration, attracting new readers and veteran artists.
In the beginning, the majority of digital manhwa focused on social issues in real life, such as cyberbullying, unemployment, poverty, and family violence. The technique helped shift public attitudes, breaking the image that Korean comics were inferior to manga.
Therefore, manhwa enjoyed a stronger hold in the local market, making way for international expansion. Local web novel localization is now at the center of sharing these webcomics worldwide, gaining even more traction internationally.
How Localization Helps Web Novels Transition into Manhwa
A well-localized web novel has a higher chance of being adapted into a manhwa. But what exactly makes localization so important in this transition?
1. Expanding the Reader Base
A web novel’s success depends on how many readers it can attract. When a story is properly localized, it can reach a much broader audience. Korean web novel localization ensures that cultural barriers don’t prevent international readers from enjoying a story.
For example, Solo Leveling became a massive hit outside Korea, thanks to its well-adapted English version. Once it gained a loyal international fanbase, publishers saw the opportunity to adapt it into a manhwa. Today, Solo Leveling is one of the most famous Korean manhwa worldwide and even has an upcoming anime adaptation.
2. Increasing Demand for Visual Adaptations
When a web novel gains a large international audience, publishers take notice. The more popular a story becomes, the higher the demand for a manhwa adaptation. Proper Korean web novel localization plays a direct role in this process by making web novels accessible to a wider audience.
Readers often express their excitement for an adaptation on social media. Fan discussions, recommendations, and positive reviews increase a story’s visibility. Seeing this demand, publishers invest in turning the web novel into a manhwa, further expanding its reach.
3. Attracting International Publishers and Investors
Manhwa adaptations require financial backing. Publishers and investors are more likely to support a project if they see strong international interest. Without proper Korean web novel localization, a story might remain popular only in Korea, limiting its growth potential.
A well-localized web novel can attract international licensing deals, allowing publishers to distribute both the novel and its manhwa adaptation to global markets. This is why localization isn’t just about language, it’s a business strategy that determines a story’s long-term success.
Challenges in Adapting Web Novels into Manhwa
Despite the benefits, transitioning a web novel into a manhwa comes with challenges. Several localization issues must be addressed to ensure a smooth adaptation:
1. Modifying Character Names for Global Readers
Some Korean names are difficult to pronounce or remember for non-Korean readers. During Korean web novel localization, publishers must decide whether to keep the original names or modify them slightly.
For instance, the manhwa Solo Leveling (whose anime adaptation became a global hit) underwent character name changes when it was adapted for the Japanese market. Names were altered to be more relatable to Japanese readers, such as Sung Jinwoo, who was renamed Mizushino Shun, and Cha Hae-In, who was renamed Kousaka Shizuku. This modification allowed Japanese readers to connect with the characters more directly, as they felt more suitable to their own culture.
These innovations show how national identity and pride influence media adaptation in markets, particularly where there are political tensions and rival histories. Japan's decision to change names in Solo Leveling is a product of the complex history of Japan with Korea, including that Korea was under Japan (1910 – 1945).
2. Adjusting Cultural and Social Norms
Cultural adaptation is crucial in Korean web novel localization to ensure that stories resonate with international readers. Sometimes, changes go beyond language and extend to plot elements to align with different cultural perspectives.
For example, in Solo Leveling, localization did not stop at character name changes. Key plot elements were also altered, such as renaming Jeju Island to Kanan and introducing a fictional nation, DFN, to replace Japan as the antagonist.
Japanese hunters were portrayed as arrogant and selfish in the original story, and the Japanese government as weak and submissive. These kinds of portrayals may be offensive to Japanese audiences and, therefore, caused harsh censorship of the anime adaptation.
By shifting the entire storyline from South Korea to Japan and modifying character identities, the anime avoided politically sensitive depictions. This change allowed the adaptation to align better with Japanese national pride and reframe the narrative in a way that avoided negative portrayals of Japan.
3. Balancing Narration and Visual Storytelling
Web novels are text-heavy, relying on detailed descriptions to build their worlds. However, manhwa is a visual medium, meaning long paragraphs must be transformed into engaging dialogues and illustrations.
A poorly adapted web novel might result in a manhwa with excessive text, making it visually unappealing. Localization teams work closely with artists and scriptwriters to balance narration and visual storytelling.
Read more: Why Is Localization Important for Korean Web Novels?
The Future of Korean Web Novel Localization and Manhwa Adaptations
As technology advances, Korean web novel localization continues to evolve. AI-powered translation tools are becoming more sophisticated, but human expertise remains essential to preserve cultural depth and context. Many publishers are now integrating AI with professional localization experts to accelerate the process while maintaining high-quality adaptations.
Looking ahead, more web novels may be crafted with international audiences in mind from the outset. By considering global sensibilities during the writing process, the need for heavy localization could decrease, making stories more accessible to readers worldwide from day one.
Beyond translation, glocalization (a strategy combining global reach with local adaptation) plays a crucial role in the success of Korean web novels and manhwa. Experts in the industry emphasize that high-quality translations and the cultivation of local webtoon creators have significantly contributed to the worldwide popularity of webtoons.
Companies like Kakao Entertainment have demonstrated this approach by carefully selecting titles and tailoring translations to different cultural nuances, including onomatopoeia, polite expressions, and religious or social considerations.
Kakao Entertainment's ventures abroad also highlight the growing popularity of localized webtoons. After having launched Kakao Piccoma in Japan back in 2016, the company has just entered the French market with its webtoon business and is going aggressively across the European continent. Its success is mainly aided by strong intellectual property-driven webtoon titles and strategic collaborations with top digital publishers around the world.
With the internationalization of platforms like Webtoon, KakaoPage, and Tappytoon, we look forward to increasing levels of local content in different languages. This would again serve to bring Korean storytelling and global audiences together, enhancing the global attractiveness of Korean web novel translation and manhwa adaptations.
Conclusion
In short, without proper Korean web novel localization, many great stories would remain unknown outside of Korea. Localization helps web novels attract international readers, increasing their chances of being adapted into manhwa or webtoons.
Are you a publisher or creator looking to expand your web novel’s reach? Then, you can rely on Digital-Trans Asia. We specialize in Korean web novel localization, ensuring that your story resonates with global audiences. We provide Korean web novel localization services, supported by professional translators and professional CAT tools, and prioritize deadlines.
Ready to take your Korean web novel global and spark a manhwa phenomenon? At Digital-Trans Asia, we deliver precision localization that turns stories into international sensations. Our expert team handles cultural nuances, character adaptations, and visual storytelling transitions with unmatched accuracy—ensuring your work thrives from Seoul to the world. Join forces with us to dominate the Hallyu wave and build a global fanbase that demands your next adaptation!