after three years of euphoria, the manga market comes back down to earth


DECRYPTION – The second segment of the book market saw its sales fall by 18% in volume, according to GfK.

Colossal, immense, exceptional. Last year, manga sales drove the counters crazy.In total, 48 million Japanese comics were sold in France in 2022, a jump of 168% compared to 2019. An apotheosis after a real take-off of this publishing segment during the Covid-19 pandemic. But the euphoria is followed by a hangover. According to data published in August by the GfK institute, manga purchases plummeted in one year by 18% in volume over the period from January to July. A first for a market that has only seen growth over the past fifteen years.

How can this historic drop be explained? Some players put forward economic reasons. Decline in purchasing power linked to inflation, combined with the rise in the price of books, a consequence of soaring manufacturing costs: the tail is explosive. The psychological bar of 6.99 euros, the traditional price of many manga, has been crossed. A quick tour of the…

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