The manga industry has experienced remarkable growth in popularity beyond Japan in recent years, consistently attracting a diverse audience. Historically, Western markets, particularly the United States, have emerged as major consumers of manga and anime. The pervasive presence of these media, from streaming platforms to collaborations with fast-food chains like McDonald’s, highlights their cultural impact. However, recent developments suggest a significant shift in market dynamics.
According to Momiyama, the Editor-in-Chief of Shonen Jump, the prevailing focus on North America may soon wane. In a recent statement discussing the state of the global manga market, Momiyama indicated that profit margins are beginning to favor other regions, notably China and several European nations, such as France.
China: The Emerging Frontier for Manga
Asian Markets Outperforming North America
“…the number of readers has increased significantly—not just in North America but worldwide.”- Momiyama (@momiyama2019) December 24, 2024
On December 24, 2024, Momiyama elaborated on his observations regarding the global manga market. He underlined that China is poised to emerge as a significant market for companies like Shueisha. Notably, a recent milestone indicates that a single manga volume in China has surpassed one million copies sold—a historic first for the nation. This surge in sales can be attributed to a resurgent interest in manga, which has previously gone largely unrecognized within the broader global context.
Momiyama shared insights regarding the evolving market landscape, emphasizing how the print market in China has shown consistent growth over recent years. While the spotlight often shines on the North American manga scene, he expressed discomfort over the singular focus on this region. Reports frequently highlight American sales, yet Momiyama noted that many Jump+ titles are performing better in France than in North America, with a greater volume of publications circulating within the French market.
He pointed out the necessity for a more nuanced approach to international markets. The comparative abundance of manga available in Japan significantly contributes to reader satisfaction there, a luxury not yet afforded to consumers in many other countries—a factor that may propel piracy trends. With record sales figures emerging from regions like China, he advocates for increased access to diverse manga offerings in various languages, highlighting the potential benefits for readers worldwide.
Reevaluating North America’s Dominance
France: A Contender in the Manga Market
In his analysis, Momiyama conveyed concerns that the industry’s focus has been disproportionately skewed toward North America, often overshadowing flourishing markets elsewhere. His remarks suggest that underestimating regions like Europe and South America may risk missing out on substantial opportunities for growth. He noted that many recent hits on Jump+ have garnered greater success in France compared to the U.S., demonstrating the potential for expansion beyond traditional markets.
By hinting at the untapped potential for other countries, Momiyama encourages a broader consideration of global demand, urging stakeholders not to overlook emerging markets that harbor significant manga readership.
Toward a More Inclusive Global Strategy
The Future: Expanding Horizons for Manga Accessibility
Momiyama’s commentary underscores the immense growth potential for the manga industry on a global scale. While many analyses concentrate exclusively on North American trends, the reality reflects a broader surge in global readership. Digital platforms, such as Jump+, play a pivotal role in enhancing accessibility and sparking interest in manga among international audiences.
Looking ahead, Momiyama advocates for a shift in the industry’s approach, encouraging companies like Shueisha to diversify their focus. He envisions a future in which manga becomes globally accessible—allowing fans from various regions to engage with their favorite series more easily. This prospective expansion could transform how manga is marketed and distributed worldwide, benefiting both consumers and publishers alike. As the appetite for manga continues to grow, the industry is likely on the cusp of a significant transformation that recognizes the diverse landscapes of its enthusiasts.