It was revealed on June 13th that JTB Publishing, a publisher known for travel guidebooks such as "Rurubu" and "JTB Timetable," has entered the digital comics market. The first release is "Until the End, Sasamoto-kun" (illustrated by Sakamoto Touya, original story by Kakiguri Momo), which depicts the interactions between high school boys as the world slowly corrodes in the awkward two and a half years until the Earth's end. It will be released first on Piccoma, a major digital comic distribution service. Why is the company, which has a strong image of travel, entering the digital comics market? We spoke to the company's editor-in-chief, Tanada Motono.
According to the Publishing Science Institute, the estimated sales value of the entire digital comics market in 2024 is 512.2 billion yen, accounting for nearly one-third of the estimated sales value of all publications, including paper, of 1.5716 trillion yen. In a publishing industry that continues to decline, the digital comics market is one of the few genres that continues to grow. Tanada explains the inside story, saying, "Our guidebooks and other products are doing well, but that doesn't mean they'll remain stable like this forever. When we thought about venturing into new areas, it's true that the digital comics market was the most attractive."
At first glance, this may seem like an unusual move, but "digital comics and our company are not that far apart," he said. "For nearly a quarter century now, Rurubu has been publishing collaboration books with various anime, manga, and games, and we intend to continue expanding our offerings in the future. Our knowledge of so-called 'pop culture' is not inferior to that of other companies," he said with confidence.
The JTB Group originated as the Japan Tourist Bureau, founded in 1912, and has been promoting Japan's attractions overseas to attract tourists. He also hinted at the historical background, saying, "Pop culture is now one of Japan's proud attractions, and we would like to be of some help in this regard."
The manga he plans to work on is "about 10 works this year." "Since I'm a latecomer, I want to take on new challenges," said Tanada. For the first installment, "Until Destruction Sasamoto-kun," he commissioned popular "drawing video" streamer Bananafish, also known as Sakamoto Touya, to draw the illustrations.
Another popular streamer, Matsun, will be writing "I Can't Give Up the Princess Position" (illustrations by Matsun, original story by Kakiguri Momo), a romantic comedy about an honor student and a delinquent at a boys' school, scheduled for release this fall. The aim is for readers to feel a sense of familiarity with the beautiful illustrations that are familiar from the internet. Making use of the company's strength in railways, "Maaru Midorino" (illustration by Nanika Nina), a story about the love between childhood friends set on the Yamanote Line, is also scheduled for release this summer. "In the popular genre, we are also making preparations for the comic adaptation of a popular original work on "Shosetsuka ni Naro", a young lady-themed work called "I Returned from Death, I'll Steal My Brother-in-Law from That Person!" (original story by Akizuki Madori, illustrations by Gunjo Sasha), and "Take Me! Rurubu-san", an anthropomorphization of "Rurubu".
In recent years, many publishers with no prior experience in print manga have entered the digital comics market. As the market is large, so too are the number of rivals. Tanada says, "Companies are rivals, not enemies. We want to revitalize the market with our own unique style." He also talks about his ambition to release works that can gently accompany readers on their journey called life.
