The manga market - Italy

The global manga market, which encompasses the popular Japanese comic strip as well as similar comics from other countries, has seen significant growth in recent years. The market grew by 23% in Japan alone between 2019 and 2020, with the worldwide market estimated at $23.56 billion in 2020 and projected to reach $48.03 billion by 2028, boasting a 9.5% CAGR. The Italian market has also experienced a boom, particularly after Covid-19 lockdowns, with 2021 revenues increasing by 42%. Manga is now mainstream in Italian culture, appealing to a diverse audience, especially teenagers. Japan remains a key player, with print and digital manga sales reaching 1,616.8 billion yen in 2020, a 4.8% increase over 2019. Japanese manga has diversified beyond its borders, with South Korean manhwa emerging as a strong competitor, experiencing significant international success and a 70% readership increase in the United States. Manga's distribution in Italy leverages bookstores, newsstands, comic shops, online sales channels, exhibition markets, and e-commerce, with a considerable increase in sales across various channels in 2021..Manga Market Trends and Demand in Italy In recent years, Italy has witnessed a substantial escalation of interest in the manga market, with the sector experiencing significant growth particularly after the COVID-19 pandemic. Manga, which have their roots in Japanese culture, have carved out a robust niche in Italy, taking hold among a diverse demographic that transcends mere age limitations. Italian manga readership, currently estimated to be between 8 and 9 million individuals, has seen a threefold increase over the past 25 years, signifying a burgeoning engagement with manga and comics. The phenomenal demand surge for manga in Italy, marked by a 42% revenue increase in the manga sector in 2021 alone, has been attributed to various factors. Chief among these is the influence of streaming services like Netflix and Prime Video, which have significantly invested in Japanese anime, the animated versions of manga. This investment paid dividends during mandatory lockdowns, fueling curiosity and a subsequent sales uptick for their print counterparts. The Italian manga scene is dominated by publishers including Jpop, Planet Manga (Panini Comics), and Star Comics, with around 250 active comic book stores servicing fans. Distribution channels are diverse, encompassing bookstores, newsstands, speciality comic shops, and online platforms, each playing a vital role in manga accessibility. Retail sales across these channels almost tripled in 2021, with online sales channels witnessing the most significant increase. Manga literature spans a vast array of genres catering to every age and interest—ranging from shōnen (targeting young males) and shōjo (geared towards young females) to more adult themes found in seinen and josei manga. The rising demand has also fueled market growth for derivative products, like figurines, costumes, and other merchandise, pointing to a robust ecosystem thriving around manga culture in Italy. Despite the overall positive trend in the manga market, publishers face challenges on several fronts. The global increase in paper prices has affected manga production costs, with the price of pulp skyrocketing between 60% to 70% in just six months during 2021. This cost pressure could potentially influence the pricing of manga volumes, which have traditionally maintained an average price point. In addition, the manga market in Italy, as elsewhere, contends with digital piracy in the form of scantrad—the unauthorized scanning and translating of manga for online distribution. This practice not only poses a threat to the legitimate market but also impacts the revenues and intellectual property rights of creators and publishers. However, efforts are being made to tackle.### Key Players in the Italian Manga Market: A Look at the Leading Distributors The Italian manga market, reflecting the global trend, has seen significant growth with several key players dominating distribution and contributing substantially to the industry's development. #### J-Pop J-Pop stands as a pivotal figure in the Italian manga landscape. Initially known as GP Publishing, J-Pop encompasses a wide selection of manga and has become synonymous with providing Italian audiences with access to a diverse array of Japanese storytelling. Their catalog is not only vast but also carefully curated, bringing the essence of Japanese manga culture to the Italian readership. #### Planet Manga An imprint of Panini Comics, Planet Manga is another major contributor to the Italian manga scene. Known for their extensive range of titles, they cater to various reader preferences, from the classic series to more modern and eclectic works. Their dedication to bringing a rich selection of manga to Italy has established them as a central distributor and a go-to source for manga enthusiasts. #### Star Comics A name that resonates with Italian manga fans, Star Comics has carved out a crucial niche in the market. As a distributor, they are celebrated for their consistent delivery of high-quality manga titles, which include some of the most sought-after series that have gained legendary status among Italian aficionados of the genre. With their finger on the pulse of the readers' tastes, Star Comics continues to strengthen its position in the market. #### Flashbook Flashbook is known for its precise selection of manga titles that enchant the Italian audience. Although slightly smaller in scale when compared with giants like J-Pop or Planet Manga, Flashbook maintains a reputation for quality over quantity, ensuring that each title they bring to market resonates with and enriches the Italian manga culture. #### Goen Operating in the Italian manga domain, Goen has been instrumental in popularizing manga among a broad audience. Their approach is characterized by the passion for Japanese narrative art, selecting titles that expand and diversify the Italian manga offerings. Goen’s investment in enriching the cultural exchange through manga is noteworthy. Each of the players breathes life into the Italian manga industry, whether through sizably expanding the market's reach or curating selections that deepen the readers' engagement with the medium. Their positioning in the industry is not merely commercial; it's also cultural, as they shape the tastes and consumption patterns of Italian manga readers. As the sector continues to grow, these distributors will likely remain at the forefront, guiding the direction of manga culture in Italy.

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• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 15/03/2022

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