#South Korea #Seoul #K-WEBTOON #Lezhin Entertainment #Short-Form Drama

Lezhin Snack: A New Era in Short-Form Entertainment

Lezhin Entertainment, recognized as a trailblazer in the webtoon sector, has officially introduced its new global short-form drama platform, Lezhin Snack, on February 4, 2026. This exciting launch not only signifies a pivotal moment in the company's journey but also highlights a substantial shift in how audiences engage with content today.

Changing Landscape of Content Consumption

Today, the way people consume media is undergoing a seismic change, making short-form content more appealing than traditional long-form formats. Where television once reigned supreme, viewers now prefer shorter, easily digestible media that fits their fast-paced lives. Short-form drama apps are gaining traction, especially in North America, where quarterly revenues are nearing KRW 500 billion. This trend mirrors the rapid expansion of China's short-drama market, which surpassed KRW 10 trillion in 2024 and continues to show growth potential worldwide. Lezhin Snack aims to leverage this momentum to meet the rising demand for high-quality, concise storytelling across various global markets.

Strategic Expansion of Intellectual Property

Lezhin's entry into the short-form drama arena reflects a well-thought-out strategy rather than a fleeting trend. The company has previously established itself as a key player in the webtoon industry through its successful paid platforms, both domestically and internationally, thereby creating robust revenue streams backed by an engaged user base. With over 30,000 original intellectual properties (IPs) to draw from—fortified by a passionate global fan community cultivated through its webtoon platforms—Lezhin is well-positioned to create a rich ecosystem for short dramas. Brand partnerships and diverse collaborations will also expand the reach and visibility of its IPs.

A Content Powerhouse with a Global Following

Lezhin is not just another emerging entity; it is among the top players in the webtoon market, particularly excelling in genres such as Boys' Love (BL), Girls' Love (GL), and hetero love (HL). The platform boasts over 70 million registered users across ten different platforms in eight languages. This sizable user base presents a compelling edge in international markets, especially as the company seeks to broaden its appeal beyond niche audiences. By channeling its rich decade-long experience in content curation and user engagement, Lezhin aims to enhance the potential success of Lezhin Snack and reach a wider range of demographics.

Initial Launch Across Major Markets

The simultaneous launch of Lezhin Snack in Korea, the United States, and Japan marks a strategic rollout anchored in Lezhin's established foothold in North America. The U.S. user count has exceeded 24 million since the establishment of Lezhin US in 2015. Financially, the North American transactions reached KRW 20 billion in 2024, with an anticipated growth to KRW 25 billion in 2025. This growth prepares a solid foundation for Lezhin Snack's successful introduction in these key markets.

The Fusion of Talents and Technology

A noteworthy feature of Lezhin Snack lies in its combination of original IP blends with proven production capabilities. By accessing its extensive library and incorporating user data insights, Lezhin can craft stories tailored for the short-drama format. The platform's initial productions are set to feature renowned directors such as Lee Joon-ik and Lee Byung-hun, adding depth and cinematic quality to the narratives. Title highlights include Lee Byung-hun's original piece, "My Child's Father Is My Male Best Friend," which promises to resonate with global audiences.

Validation and Future Growth

Lezhin Snack is designed to operate as both a content platform and a testing ground for intellectual property performance. With shorter production times for short dramas, Lezhin can quickly test content viability, feed insights into larger projects, and potentially extend successful IPs into animations, games, and more.

In conclusion, as Lezhin Entertainment embarks on this bold venture, it aims to redefine global IP dynamics and elevate viewer engagement through innovative, quality short-form content. A spokesperson from Lezhin stated, "Lezhin Snack signifies the beginning of our next global IP expansion phase, striving to establish ourselves as a true global IP entity that enriches the lives of worldwide audiences."