‘Exhuma’ Prequel Webtoon ‘Maengjong’ Arrives: Naver Expands Hit Occult Franchise

Following the monumental success of the 2024 occult thriller 'Exhuma,' Naver Webtoon is set to broaden the franchise’s reach with a new prequel spin-off, 'Maengjong.' Debuting on May 30, the series features the work of renowned artist Haemuri, famous for the psychologically charged 'Olgami.' This new project functions as a narrative bridge, exploring the formative high school years of the central characters and providing much-needed context to the supernatural world established in the film. By transitioning from the cinema screen to the digital vertical-scroll format, the 'Exhuma' franchise is pioneering a sophisticated transmedia strategy, using the webtoon medium to flesh out the complex lore and personal histories of its protagonists. This move not only capitalizes on the existing film's massive popularity but also signals a shift in how South Korean studios manage high-value intellectual properties, focusing on world-building through cross-platform storytelling that promises to keep fans engaged long after the credits roll.