If only one sector is doing like a charm in publishing, it is manga. In France, the market is exploding: it has more than doubled in value (+ 124%, to 212.7 million euros, according to GfK Market Intelligence) between the first eight months of 2021 and those of 2020. “For six years, he had already made strong progress”, remarks Ahmed Agne, editorial director of Ki-oon, an independent house which sold the series My Hero Academia to 2.1 million copies since January. The movement is accelerating. “The manga represents one in two comic book sales. Almost 29 million copies were purchased between January and the end of August 2021, a jump of 126% compared to the same period in 2020 ”, notes Camille Oriot, book consultant at GfK.
The confinements favored reading. However, “What is surprising is the speed and violence of this extraordinary growth”, underlines Stéphane Beaujean, editorial director of Dupuis. To his eyes, “The aftermath of the pandemic [de Covid-19] has boosted this extremely well-established entertainment industry ”. The variation of manga in cartoons on Netflix or on platforms specializing in animation such as Wakanim, ADN or Crunchyroll brings them new visibility and, by extension, new readers. “Their strength is that they are available in books, cartoons, video games and merchandising products, assures Ahmed Agne. What the Franco-Belgian comics failed to do. “
“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
Cartoons from manga are “Very addictive”, note Christel Hoolans, CEO of Dargaud-Lombard and CEO of Kana. “Created on the model of the soap opera, each episode calls for a sequel. “ The very high rate of publication also allows “To constantly feed the reader with novelty”. Their media coverage is finally “Cleverly orchestrated on social networks”, adds Satoko Inaba, manga editorial director of Glénat.
“This explosion is also explained by the proposal of very strong series”, she observes. 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 has grown
The gendered, stereotypical narratives of Japanese pop culture have evolved. The offer, long confined to shonen (heroes who fight, for young boys) and, to a lesser extent, shojo (for young girls) and at seinen (for adults), has grown and concerns a wider typology of readers.
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