Webtoon is both a format and, increasingly, a brand. As a format, it describes any digital comic published as a continuous vertical strip, meant to be consumed by scrolling down on a screen rather than turning pages. Most modern manhwa is published in this format, and it has spread to creators worldwide. As a brand, LINE Webtoon (now simply Webtoon) is the largest international platform for this type of content.
The Origin of the Format
In the early 2000s, South Korean creators began posting long vertical comics on the web — a direct response to the rise of broadband internet and the limitations of scanning print comics. Naver, the dominant Korean search engine and web portal, launched a dedicated comics section in 2004. The platform took off, and by the 2010s the vertical-scroll format had become the standard for Korean digital comics.
How Webtoons Work
Instead of the traditional manga page layout — multiple panels arranged horizontally across a fixed-size page — webtoons use a single wide column that extends downward indefinitely. Panels, text, and images are arranged vertically, and the reader scrolls to advance. This design has several consequences:
- Mobile-first UX — the format fits any phone screen without zooming or rotating
- Pacing by scroll speed — creators control tension by placing reveals far down the strip
- Full color — the digital-native format removes print cost constraints
- Infinite canvas — individual episodes can be as short or as long as the story demands
Major Platforms
| Platform | Region | Notes |
|---|---|---|
| Naver Webtoon | Korea / Global | The original; also operates as LINE Webtoon internationally |
| KakaoPage / Kakao Webtoon | Korea / Global | Home to Solo Leveling, True Beauty |
| Tapas | English market | Indie-friendly; some licensed content |
| Lezhin Comics | Korea / US | Mature-rated content focus |
| MangaToon | Global | Mixed manhwa and manhua catalog |
Webtoon Adaptations
The popularity of webtoons has made them a major source for adaptation. Tower of God, Noblesse, The God of High School, and Solo Leveling all originated as Naver webtoons before becoming anime. If you just finished the Solo Leveling anime, here’s where to continue reading the manhwa. Live-action Korean dramas based on webtoons have become a regular feature of Netflix’s Korean content slate.
Original Webtoons (OGN)
Webtoon platforms also publish originals — series commissioned and funded directly by the platform rather than independently uploaded by creators. These receive promotional support, simultaneous multilingual releases, and adaptation deals, making them the webtoon equivalent of a major magazine serialization contract.