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WEBTOON Platform Steps Into the Spotlight at Anime Expo – But Can It Break Out of the Corner?

For the first time ever, WEBTOON Entertainment set up its booth at Anime Expo, marking a notable step into the mainstream spotlight. Coming off its 2024 debut on the Nasdaq, this year's presence at North America's biggest anime convention felt like the company's first large-scale marketing push. Leading the charge was Tower of God, one of the platform's biggest franchises. The Tower of God series' creator, SIU, made his first visit to the U.S. and was met with an enthusiastic fan reception.

Though not the largest booth on the show floor, WEBTOON's space felt packed with activity. Lines formed as fans waited to participate in giveaways and meet creators. Tucked away in the back corner of the Entertainment Hall, the booth's location didn't stop it from drawing attention—it was clear fans knew exactly where to go.

WEBTOON also hosted three panels: "The Art of Battle," "The Fans Go Wild," and "What's Next?" While none of the panels made headline-grabbing announcements, they featured a mix of creators and industry professionals sharing thoughtful insights on storytelling, fandom, and the future of digital comics.

All signs point to a solid if understated, debut for WEBTOON's first-ever AX booth. But the company's presence extended far beyond its square footage. Whether you were an anime fan, a manga reader, or a gamer, chances are you saw WEBTOON's name at least once over the weekend.

Several upcoming anime adaptations featured prominently at the event were based on WEBTOON titles. Omniscient Reader’s Viewpoint, ELECEED, and Teenage Mercenary all had announcements or previews, with Clevatess, a title from WEBTOON's Japanese subsidiary LINE Manga, also unveiling a new trailer.

Penguin Random House, one of the largest publishing companies in the world, announced it will print 14 WEBTOON series through its imprints Inklore and InkPop over the next five years. Titles confirmed include ELECEED, Midnight Poppy Land, School Bus Graveyard, Brass & Sass, and Marionetta.

One of WEBTOON's most recognizable IPs, Solo Leveling, made an appearance in the gaming sphere. Crunchyroll announced that Netmarble is developing Solo Leveling: ARISE – Karma, a new game for PC and mobile platforms, further expanding the franchise's multimedia reach.

Still, WEBTOON's biggest challenge remains brand awareness. While fans are familiar with Solo Leveling or Omniscient Reader’s Viewpoint, many are unaware that these works originate from WEBTOON. Yongsoo Kim, WEBTOON's Chief Strategy Officer, admitted there's still a long road ahead before the WEBTOON name becomes synonymous with its hit titles.

Part of the confusion lies in branding. In North America, it's WEBTOON. In Japan, it's LINE Manga. In Korea, it's Naver WEBTOON. These names hold weight in their respective countries—LINE and Naver are household names—but they make it difficult to present a unified identity in the global market.

This year's Anime Expo booth may have been the company's first step toward changing that. Though it didn't dominate the center of the show floor, WEBTOON carved out its own space and made its presence known. Just like its booth—tucked in the corner, but impossible to ignore—the company is steadily working its way toward the center stage. Whether it can fully break out remains to be seen.

ANN's coverage of Anime Expo 2025 is sponsored by Yen Press and Ize Press!