In Japan, the digital manga market is massive—and fiercely competitive. Apple Books had the catalog to compete, including exclusive titles, but lacked the cultural foothold to become a go-to platform for manga lovers. Despite offering the same (or better) content than the dominant apps, Apple Books wasn’t top of mind for readers.

Our goal was simple: show manga fans that Apple Books wasn’t just a viable option—it was a full-fledged manga destination. From fantasy to romance, comedy to sports, Apple Books had it all. And with your iPhone or iPad, you could carry entire worlds of manga with you, anywhere you go.

We developed a campaign built around the idea: “The magic of manga in the palm of your hand.” To bring that to life authentically, we partnered with the artist faculty at Kyoto Seika University’s prestigious Graduate School of Manga. Their artwork became the heart of the campaign—bridging Apple’s sleek tech with Japan’s deeply expressive manga culture.

After launch, Apple Books Japan saw a measurable uptick in both traffic and purchases within the Manga Store. The campaign helped elevate Apple Books into one of the top-performing digital manga platforms, making it a serious contender in a space long dominated by local players.