Manga marketing is now widely used across various industries for a variety of purposes.

In recent years, its clarity and powerful communication have made it a go-to choice for social media and video ads.

Manga's ability to appeal to a broad age range allows it to connect with diverse audiences, reduce psychological barriers to purchase, and boost client ROI (Return on Investment).

In this article, we’ll dive into how different industries are utilizing manga in marketing, highlighting key strategies and the messages they aim to convey.

Retail Industry

Tokyo Dry Cleaning Association

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The above marketing manga is published by the Tokyo Dry Cleaning Association.

This manga aims to educate readers about the different types of dry cleaning services and challenge the common misconception that "all dry cleaners are the same." It also highlights the presence of certified dry cleaning professionals who hold nationally recognized qualifications.

The story follows a protagonist who assumes that all dry cleaners are the same and carelessly entrusts a valuable jacket to a nearby shop—only to end up with an unfortunate stain.

At the end of the manga, the association introduces its dedicated search engine for dry cleaning stores, encouraging readers to use it so they don’t make the same mistake as the protagonist.

This marketing manga was created using artwork from Shuho Sato, the renowned author of Black Jack ni Yoroshiku (Give My Regards to Black Jack). Rather than being an original manga, it repurposes panels from Black Jack ni Yoroshiku, with the dialogue edited to explain aspects of the dry cleaning industry.

Functional and Fashionable Boots

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The above is an example manga marketing for the functional and fashionable boots made by the Japanese brand “fitfit, Ltd.”

The main message of this manga is to highlight the overall benefits of their "Flex Heel Side Gore Boots” - mainly their multi-functionality and stylish design.

The protagonist is a mother with children who wants to stay stylish while going out with her kids, but ends up prioritizing practicality and wearing simple sneakers.

One day, she accidentally meets Ami Haruna, a famous mom influencer on Instagram, who introduces her to the "Flex Heel Side Gore Boots."

The key takeaway of this manga is that the product is central to solving the protagonist's problem, which is a classic approach in manga marketing. Many marketing mangas use this kind of storyline to showcase how a product meets the needs of the characters.

Additionally, by using the name of a real-life influencer, the manga leverages both the storytelling power of manga and the advertising impact of influencer marketing.

TSUTAYA TV and DISCAS

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The above is an example of manga being used to introduce TSUTAYA’s video streaming service, "TSUTAYA TV," and DVD/CD rental service, "TSUTAYA DISCAS."

The main message of this manga is to highlight the benefits and services of both "TSUTAYA TV" and "TSUTAYA DISCAS."

The protagonist is an overworked, single, male office worker who has an opportunity one day to talk to his crush: a popular, female employee at work. When she comes over to chat with him about some popular TV dramas, all of her reference go over his head, as he awkwardly fumbles the interaction.

Realizing how out of touch he is, the protagonist starts using "TSUTAYA TV," watching many TV shows and movies, gradually coming up to speed on all the current trends. The final scenes show our protagonist using this newfound knowledge to finally score a date with his office crush.

This manga not only emphasizes the variety of content available on the video streaming service but also depicts how using the service can impact the protagonist's real-life social interactions and opportunities.

While the story begins with a typical manga plot, the latter part focuses more on specific details about the services. The technique of lowering psychological barriers through the narrative before introducing the advertisement is used effectively here.

Healthcare Industry

Explaining Chronic Disease

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The above is an example of a medical manga, introducing patients suffering from different illnesses and pains. Such "medical graphics", called “médecine graphique,” are commonly used in France and are widely recognized within the industry.

This manga reportedly won the French Silver Strategy Award in the Health Communication category in 2021.

"Medical graphics" have been developed in France since the 1980s. Most of these works focus on conveying the lives of patients suffering from sexual illnesses and how they cope with them.

The “Médecine graphique” has two advantages for patients. First, they can find commonalities with other patients, and empathize with them, thereby easing their emotional burden. Second, they can communicate their symptoms through their artwork rather than words. By simply showing the doctor a piece of artwork with the same symptoms as his or her own, the doctor can understand what the patient is trying to convey.

Explaining the Pill

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The above is a manga introducing birth control pills, published by Jasmine Ladies Clinic.

In this manga, the protagonist consults with a friend about possibly going on the pill. Through their conversation, the pros and cons of the pills are explained. The manga ends with the protagonist deciding to visit a clinic to get a prescription.

In the latter half of the manga, specific details about how to obtain the pill and its cost are provided, targeting individuals who want to get the pill but don’t know how to go about it. The manga also explains the mechanism of the pill in detail.

The above manga highlights the efficiency of manga marketing as a medium to not only connect with readers through storytelling, but also provide crucial technical and practical details in an interesting way.

Explaining Sexually Transmitted Infections (STIs)

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This manga is an introduction to sexually transmitted infections (STIs) from Jasmine Ladies Clinic.

The manga expresses key information about the types of STIs, their risks, and methods of prevention.

In the manga storyline, the protagonist visits a clinic to take an STI test. At first, the protagonist is reassured when she is told that there are no signs of infection. The doctor provides detailed information about STIs, explaining their characteristics, risks, and methods of prevention. The story takes a turn as the doctor starts making a few comical (to us) yet unwelcome assumptions about the protagonist’s dating life.

In real life, STIs are a sensitive topic, and many people may feel they have no one to talk to about it.

By comically personifying the patient and the doctor, this manga effectively models a conversation about STI’s for the reader, lowering the psychological hurdle to discussing this topic and encouraging readers to seek advice themselves if need be.

Beauty Industry

Handsome Nurikabe, GATSBY

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This manga is a collaboration between GATSBY and Mizuki Productions.

It features a yokai, a spirit from Japanese folklore, called nurikabe. The name translates to "plaster wall." Nurikabe are said to manifest as an invisible wall that impedes or misdirects travelers walking at night. This particular nurikabe has become unusually handsome through its diligent use of the popular men’s beauty brand GATSBY’s skincare products. The manga depicts a comical romantic relationship between the handsome nurikabe and his crush, with her commenting on his good looks while he flirtily "gets in her way."

Unfortunately, there is no official website for this manga, so the original version can no longer be read. However, archived versions show that many users were reading it back in 2018. We have included a link to the archived version of the manga above.

The drawing style of the famous manga artist Shigeru Mizuki, known for GeGeGe no Kitaro, was used in this manga. Mizuki, unfortunately, passed away in 2015. However, Mizuki Productions continues to hold the rights to his works and collaborates with brands like GATSBY to share the brilliance of his manga.

By combining the distinct and unexpected theme of yokai with the beauty industry, this manga creates a memorable promotional effect for GATSBY.

i Micro Patch

This manga is a promotional piece for the beauty product i Micro Patch, released by Sizebook Inc. It highlights i Micro Patch as an effective solution for combating signs of aging.

The story begins with the protagonist, a 36-year-old housewife, who becomes alarmed when she notices wrinkles forming as her skin loses its firmness. Inspired by her youthful neighbor, she tries various beauty products but struggles to find one that delivers results.

That’s when she discovers i Micro Patch. After using it, she sees noticeable improvements, and at her class reunion, her friends remark that she "hasn't changed a bit."

This manga showcases the protagonist's experience with the product, helping potential users envision its benefits. Her line, "All I have to do is apply it before bed?" emphasizes its simplicity and ease of use.

TSUBAKI

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This manga is a collaboration between the cosmetics brand TSUBAKI and renowned manga artist Moto Hagio.

The protagonist returns to her childhood home with her daughter for the New Year. While looking through an old photo album, she comes across a picture of her younger self. Her daughter remarks, “You were so cute back then!” This prompts the protagonist to reflect on how she used to have shiny, vibrant hair—and how she wishes she could regain that youthful luster.

The manga emphasizes how TSUBAKI’s products can solve this concern, resonating with many women who long to restore their hair’s former shine.

Additionally, by featuring a well-known manga artist, the collaboration appeals to manga fans, further enhancing its impact.

Education Industry

Vantan Game Academy

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This manga serves as an introduction to Vantan Game Academy, highlighting what makes the vocational school an appealing choice for aspiring game industry professionals.

The protagonist dreams of working in the gaming industry but lacks the necessary knowledge and experience. A friend advises them to enrol at Vantan Game Academy, where they can gain the skills needed to pursue their dream.

The manga also provides insights into the gaming industry, making it an informative read for those interested in breaking into the field.

Many people love games and aspire to work in the industry. This manga aims to help such individuals make informed decisions about their career path, ensuring they choose a school that sets them up for success.

Children’s Swimming Lessons

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This manga is a promotional piece for the children's swimming school offered by Sports Club NAS Inc. It showcases the structure and benefits of their swimming classes.

The story follows a young protagonist who is afraid of water and struggles to wash their hair alone. Concerned, the child's mother enrolls them in a swimming school. Through engaging class activities depicted in the manga, the child gradually gains confidence. After two months, they are able to put their face in the water and wash their hair independently.

The manga begins by illustrating the common struggles that lead children to join a swimming school, such as fear of water or difficulty washing their hair. It reassures parents that these challenges can be overcome through structured lessons.

While traditional swimming schools focus on teaching swimming techniques, this manga emphasizes a broader theme—supporting children’s personal growth and building their confidence in everyday life.

IT Business School

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This manga is a promotional piece for the IT business school BizDigi, designed to showcase its curriculum and highlight the success stories of its students.

The protagonist is an aspiring business professional whose initial enthusiasm has waned under the demands of his 9-to-5 job and daily routine. While venting his frustrations to an old classmate, they both decide it's time for a change. A year later, as our protagonist commutes to that same 9-to-5, he is stunned to see that his classmate has launched a thriving tech company and is now featured in online news. He reaches out for advice and is introduced to BizDigi.

While the manga explains what BizDigi offers, its true focus is on transformation and success. By illustrating real progress, it delivers a compelling message: enrolling in BizDigi could be the first step toward landing your dream job.

Summary

In manga marketing, manga is used not just as entertainment, but as a tool for explaining and promoting products.

These promotions are presented alongside the characters' emotions and memorable storylines, which enhances their appeal and makes them easier for readers to understand.

Readers are the consumers of these products, and manga is built around depicting relatable characters who face similar struggles. In doing so, readers come to empathize with these characters and the products/services they interact with in each story.

Manga marketing is an incredibly effective technique for appealing to this empathy, driving brand awareness, understanding, and interaction.

Although the storylines used in manga marketing are often cliché, there is still potential for the development of new storytelling approaches that can capture consumers' attention.

The future of manga marketing is one to watch!