What happened? In 2021, manga sales broke an impressive record in France, representing the purchase of one in two comic books. Four years later, the results are bitter: Specialist bookstores are struggling to survive, and some are even having to close their stores. under the door... Explanations.
Manga sales in France in free fall
Despite the French's obvious affinity for manga, it seems that the astronomical sales recorded by Japanese comics in recent years are running out of steam. In the aftermath of the Covid-19 pandemic, specialist bookstores have sprung up everywhere, in Paris and in the provinces, to capitalize on this craze. But as Edmond Tourriol, co-founder of the comic book and manga creation studio Makma, notes, it was a "passing fad" in hindsight, and is now on the decline.
A 46% drop in manga sales, 78% for figurines. Too many releases each week, too much competition from mass retail and online sales. [...] Around me, I see bankruptcies accelerating. Since 2024, bankruptcy filings have been piling up, and 2025 could be even worse.
A dramatic situation (and it's not going to get better)
In 2021, 28 million mangas were sold in France, an increase of 120% compared to 2020. As if during the lockdown, an impressive number of readers had discovered a passion for this literary genre. It must also be said that during the pandemic, expenses were much lower (no restaurants, bars, travel, etc.) which allowed for a larger budget to be allocated to culture. In 2022, according to our colleagues at Figaro, the phenomenon has intensified, with 48 million sales recorded, i.e. a market revenue of 381 million euros. These sales were reportedly partly boosted by the Culture Pass, nicknamed the Manga Pass, which was lowered on March 1, 2025. It is eliminated for 15-16 year olds, it goes to 50 euros instead of 30 euros for 17 year olds, and to 150 euros instead of 300 euros, for 18 year olds. While manga sales are already down 14.5% in the first quarter of 2025, this government decision should not be long in coming make the situation worse.
In other words, your local manga bookstore is likely to close by the end of the year...
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