The second annual World Webtoon Festival has transformed Seoul into an international destination for digital comics enthusiasts, drawing fans from across the globe to celebrate Korea's booming webtoon industry. Running from Sunday through Wednesday at the Lotte Town Jamsil complex in southeastern Seoul, the four-day event has significantly expanded in both scale and international reach compared to its inaugural year.

Co-hosted by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA), this year's festival showcases how Korean webtoons have evolved from a local digital medium into a worldwide entertainment phenomenon. The event features diverse exhibitions, immersive experience zones, and pop-up stores spread across multiple venues including the Lotte World Ice Rink, Lotte World Tower, and Lotte Cinema World Tower.

International visitors have become a defining feature of the festival, with fans traveling from countries like Taiwan specifically to purchase exclusive merchandise from their favorite series. "I learned about this event while traveling in Korea, and I'm so glad I could buy merchandise for my favorite webtoon," said a Taiwanese visitor who is a fan of the popular webtoon "The Remarried Empress," carrying a shopping bag filled with exclusive items. Her experience reflects the festival's growing appeal as a must-visit destination for international webtoon enthusiasts.

A strategic venue change has significantly improved the festival experience for attendees. Moving from last year's location in the trendy but somewhat isolated Seongsu-dong neighborhood to the more accessible Lotte Town in Jamsil has proven popular with visitors. A male comics fan in his twenties who attended both years' events noted the improvement: "When I participated in the first festival held in Seongsu-dong last year, I felt like the event didn't quite blend with the bustling, trendy neighborhood. This year, by being held in a more public-friendly space, the atmosphere feels much better."

The accessibility improvements extend beyond atmosphere to practical considerations. "Last year's event was close to a subway station, but parking was tricky. This year, the venue is connected directly to the subway and has ample parking, making the event more accessible," the same visitor added, highlighting how logistical improvements have enhanced the overall festival experience.

The commercial success of webtoons was clearly demonstrated through the overwhelming popularity of character merchandise and themed pop-up stores. Due to extraordinary demand, some pop-up stores, including the one for the major title "Maru is a Puppy," required advance reservations and still managed to sell out completely on the festival's opening day. This level of consumer enthusiasm underscores the significant commercial value that webtoons have developed as intellectual property.

Younger demographics, particularly teenagers and people in their twenties, make up the majority of Korean attendees. The festival has created unique experiences that bridge the digital and physical worlds, such as life-sized weapon displays from the popular webtoon "Solo Leveling." A twentysomething male fan who visited this particular pop-up store with friends expressed his amazement: "I came with my friends to see the pop-up store because I love this webtoon. It was fascinating to see the actual weapons from the comic on display." This innovative exhibit represents a collaboration with Korean steel giant POSCO, demonstrating how webtoon content can inspire cross-industry partnerships.

The festival features participation from twelve major webtoon companies, including industry leaders Naver Webtoon, Daon Creative, and DC Media. This corporate involvement highlights Korea's continued strategic push to promote webtoons as both a significant cultural export and a commercial powerhouse in the global entertainment market. KOCCA has emphasized its mission to strengthen the competitiveness of webtoon intellectual property, provide support for creators, and foster a thriving ecosystem for the industry's continued growth.

The festival will conclude on Wednesday with the World Webtoon Awards ceremony, where winners of the Grand Prize, Jury President's Award, and Readers' Choice Award will be announced. This recognition system helps establish international standards for digital comics while celebrating the creative achievements that have made Korean webtoons a global cultural phenomenon.