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Edition: How manga crushed the competition



Posted on Nov 25, 2021, 7:02 p.m.Updated Nov 25, 2021, 7:16 PM

“One Piece”, “Demon Slayer”, etc. , popular with young people. The Culture Pass, which offers 300 euros to spend on young people reaching 18 in the cultural sector (books, cinema, shows, etc.), is widely used to acquire manga. According to the ranking of “Livres Hebdo”, based on Pass Culture data, the 12 most purchased books thanks to this device are all Japanese comics.

The podium is made up of “One Piece” (308,743 copies, all volumes combined) which is the number 1 series in manga, “Demon Slayer” (196,114 copies) and “Attack on the titans” (186,578 copies). Follow “My Hero Academia” (152,729), “Jujutsu Kaisen” (115,892), “Berserk” (109,189) and Naruto (105,571), before four other series with less than 100,000 copies.

55% of book reservations

In total, manga represents 55% of book reservations since the Pass’s launch, out of the 4.3 million books reserved, according to data from Pass Culture. And they represent 37% of total book sales (in terms of turnover), since they are inexpensive (generally less than 10 euros).

Not really surprising to believe the specialists. “The Pass Culture interface promotes acquisitions in series, such as manga books. And young people are fond of manga, explains Benoît Huot, manga editor at Glénat. The Culture Pass has undoubtedly served as an accelerator for manga sales, which were already on the rise, having doubled in one year. For example, since containment, a copy of ‘One Piece’ is sold every 8 seconds! “

The Civil Code!

However, young people don’t just buy manga. Pass Culture specifies that 165,000 different works have been reserved. 55% of young people who bought a manga bought another type of book. Excluding manga, the most purchased book with the Culture pass is the annotated Civil Code of Dalloz editions (18,804 copies, 13e of the rank).

Books represent the bulk of the consumption of young people. 55% of the total spending on the pass concerns books, largely ahead of the cinema (16%) or artistic practices. More than 825,000 young people are currently registered on the app. The device will be extended to adolescents aged 15 and over from 1er January.

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