Manga Vs. Comics: The State of The War in 2026

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For many years, North American comic books featuring characters like Batman, Spider-Man, and Superman have been incredibly popular. However, manga – Japanese comics – has recently gained a lot of traction, boosted by the pandemic and its own growing fanbase, and is now often outselling traditional American comics. As the first month of 2026 comes to a close, it’s a good time to look at how manga and comics are competing, and also how they coexist in the entertainment world.

A recent statement by Jim Lee, President of DC Comics, sheds light on the ongoing discussion about competition in the entertainment world. While famous for his artwork on titles like X-Men, Batman, and Superman, Lee now oversees the company’s direction and recognizes the growing popularity of manga. Despite his clear preference for comics, Lee acknowledged that manga has a significant advantage. He explained that American comics heavily focus on superheroes, limiting their appeal, while manga is more like general literature, enjoyed by a wider audience. Manga covers diverse topics—from cooking to sports—offering a much broader range of stories compared to the superhero-dominated American comic book market.

Why is Manga “Winning”?

In 2025, manga dominated the American graphic novel market, making up nearly 57% of all sales and significantly outselling comics from Marvel and DC. This success isn’t just due to superhero stories; while series like My Hero Academia feature them, manga covers a huge range of genres, including sports, romance, and comedy. Although action-packed “shonen” manga like Jujutsu Kaisen, Blue Lock, One Piece, and Demon Slayer are very popular, many believe manga as a whole offers a wider variety of stories.

Comic publishers like Image, Dark Horse, and Boom are increasingly experimenting with new kinds of stories, moving beyond traditional superhero themes. But why haven’t Western comics achieved the same popularity as manga in Japan and other Eastern countries? A big part of the problem is that many North Americans still view comics as being for kids, which is surprising given the massive success of comic book adaptations in film and TV. Stan Lee pointed out that manga often tells complete stories with a clear ending, making it easier for new readers to jump in, even if those stories are long. However, recent sales numbers suggest that things might be changing, and Western comics could be gaining ground.

Absolute Sales Numbers

DC Comics is poised to potentially surpass manga’s popularity in Western markets. The company has experienced significant sales growth in 2025 due to two key factors. First, its ‘Absolute’ line of comics has become incredibly popular, reimagining iconic characters like Batman, Superman, and Wonder Woman in fresh and unexpected ways. These bold new versions have resonated with readers and driven strong sales.

DC Comics has seen success with a new approach to publishing, taking inspiration from manga with its line of smaller-sized “compact comics.” These editions offer complete, critically acclaimed stories – including titles like Batman: The Long Halloween, All-Star Superman, Green Lantern: Far Sector, and Watchmen – in a more affordable format than traditional graphic novels. While Marvel continues to publish comics, sales data shows that DC’s Absolute line and compact comics have been particularly popular with readers.

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2026-01-30 23:41