The market has more than doubled in one year in the hex. Generational phenomenon, this enthusiasm is also explained by a more diverse editorial policy and a well-honed marketing strategy.
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If a single sector is like a charm in the edition, it is that of mangas. In France, the market explodes: it has more than doubled in value (+ 124%, at 212.7 million euros, according to GFK Market Intelligence) between the first eight months of 2021 and those of 2020. “For six years, It was already growing strongly, “says Ahmed Agne, Ki-Oon editorial director, an independent house that has elapsed the last Volume of My Hero Academia to 2.1 million copies since January. The movement is accelerating. “The manga represents a sale of OD on two. Nearly 29 million copies were bought between January and end of August 2021, a leap of 126% compared to the same period in 2020”, notes Camille Oriot, consultant book At GFK.
The confines favored reading. However, “What surprises is the speed and violence of this outstanding growth,” says Stéphane Beaujean, editorial director of Dupuis. In his eyes, “the counterpour of the pandemic [of Covid-19] has boosted this extremely well-honed entertainment industry”. The declination of cartoon manga on Netflix or on animated specialized platforms like Wakanim, DNA or Crunchyroll brings them new visibility and, ricochet, new readers. “Their strength is that they are available in books, cartoons, video games and merchandising products, assures Ahmed Agne. What did not have to do the Franco-Belgian comics.”
The cartoons from mangas are “very addictive”, Note Christel Hoons, CEO of Dargaud-Lombard and Executive Director of Kana. “Created on the model of the Order Paper, each episode calls on the following.” The very high rate of publication also allows “to permanently feed the reader in novelty”. Their mediatization is finally “cleverly orchestrated on social networks,” added Satoko Inaba, Glénat Editorial Guideline.
“This explosion is also explained by the very strong series proposal,” she observes. For proof, One Piece, the best-selling series of all time, has 23 million copies sold in France since its publication in 2000 and more than 480 million worldwide.
The offer s ‘is expanded
Genred, stereotyped narratives, Pop Culture Nippone have evolved. The offer, long confined to the Shonen (heroes who fight, for young boys) and, to a lesser extent, to the Shojo (for young girls) and to the sections (for adults), has expanded and concerned a wider typology of readers.
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