Naver Webtoon said on the 15th that the KITA webtoon "Return of the Blossoming Blade" is returning with part 3 and will roll out fan-participation promotions across online and offline channels.
To coincide with the resumption of serialization, Naver Webtoon has prepared a variety of events and collaborative content so readers can experience the story's universe in their daily lives.
First, within the app, it is boosting immersion through participatory events. It is running an "easter egg" event in which visual effects appear when specific keywords are entered in the search bar, and it is also operating a "nameplate issuance" event that assigns a martial-arts affiliation based on reader tendencies and issues a personal ID card. If readers share the nameplate on social media, merchandise will be provided through a drawing.
It is also expanding touchpoints offline. It is running large-scale outdoor ads in major areas such as Seongsu, Gangnam, and Hongdae in Seoul, as well as Ximending in Taiwan, and at the end of April it will launch a "Return of the Blossoming Blade" themed gift card at convenience stores.
Platform collaborations also stand out. On Naver Map, users can find easter eggs at specific locations, and on Spotify, character-based playlists will be released. Content using an alarm app and a running app has also been prepared to enhance everyday experiences for users.
Marketing tied to the web novel will continue. Naver Series will celebrate the webtoon's return by offering all episodes of the web novel for free and unveiling a special side story.
Meanwhile, "Return of the Blossoming Blade" is being serialized simultaneously worldwide and is a flagship popular IP with a cumulative 2.1 billion views. Naver Webtoon said it plans to quickly supply official translations to counter overseas illegal distribution and protect creators' revenue.