Abstract

This study analyzed the potential of webtoons as source content for media conversion in the Korean content industry, using the case of the webtoon Moon You. Moon You addresses the problem of human existence and, due to its science fiction genre, is well-suited for media adaptation. The webtoon was successfully adapted into the Chinese movie Moon Man through appropriate localization. Moon Man captivated Chinese audiences with storytelling that considered the Chinese context and emphasized comedy. However, for secondary works reflecting the cultural contexts of different countries to be recognized globally, more diverse factors must be considered. The low overseas response to Moon Man highlights this need. It is difficult to say that the original author Jo Seok would have published Moon You with overseas acceptance in mind, and it is also true that the risk of creation considering exports alone must be recognized. Nonetheless, for the development of Super IPs, it is beneficial to ensure that original works can function as expanded content by understanding the local culture where the secondary work is accepted and considering the potential for re-proliferation.