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LINE MANGA, the Japanese-language WEBTOON service launched in 2013, has maintained a leading position in the highly competitive manga market. By the second quarter of 2025, it became the highest-grossing manga app in the world, proving its strong foothold in the industry.

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Leveraging the ”K-Content” craze and the rapid rise of webcomics in Japan, Korea Tourism Organization selected LINE MANGA as a marketing channel to showcase Korea as an attractive travel destination. Collaborating with popular WEBTOON IPs, the campaign creatively reinterpreted Korean travel spots through illustrations, offering a fresh and engaging way to connect with the Japanese audience.

VISITKOREA promotion page, created under the concept of “Travel Korea through WEBTOON”

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The illustrations based on popular WEBTOON IPs captured the unique atmosphere of each title, allowing Korea’s scenic spots to be reimagined distinctively.

<Left: Jeonju Hanok Village in Can’t Get Enough of You, Right: Osaek Jujeongol Valley in Killer Peter>

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To drive traffic to the VISIT KOREA promotion page, Korea Tourism Organization leveraged the Top Banner, which is the first thing users see when opening the LINE MANGA app, and also designed a strategic ad campaign targeting only fans of the four IPs featured in the collaboration.

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The creative featuring multiple illustrations allowed fans of all four IPs to engage meaningfully, achieving a CTR of over 1% on launch day, which is well above the average.

These illustrations were displayed not only on the website, but also in key out-of-home locations between Korea and Japan, including the HiKR Station at Incheon International Airport and the Korea Plaza in Fukuoka, actively promoting Korean travel destinations and expanding exposure to Japanese audiences.

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This collaboration demonstrates how a WEBTOON content experience that began on a digital platform can organically expand to offline spaces. We hope that the combination of popular IPs and the tourism industry will inspire audiences to take the next step: experiencing Korea firsthand.

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"Content IP and tourism created positive synergy,

extending cultural curiosity into actual journeys. "