Amid the rapidly growing global interest in Korean entertainment, apple inc AAPL has taken a silent step to incorporate the country’s favorite way of consuming digital comics into its Books apartment

What happened: Last December, Apple quietly inked a three-year deal with a South Korean startup kenazto engage them solely to provide webtoons, a form of online books, reported Bloomberg.

This agreement indicates that the Cupertino, California-based tech giant is turning to Korean webcomics to revitalize its books app.

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The latest content launched in Japan last month and will soon be extended to all 51 countries where the Books app is accessible. However, the monetary value of the deal has not yet been disclosed.

“North America does not yet have a major player in webtoons,” noted Woody Leethe founder and CEO of Kenaz, adding, “Apple Books has an opportunity to become a competitive player in this space fairly quickly.”

Why it matters: Apple’s Books app hasn’t received as much investment as its other services, such as apple music And apple tv. In fact, it’s been a considerable amount of time since the last venture introduced a new servicestated the report.

Webtoons, the preferred form of digital comics in Korea, have been the driving force behind many of the country’s global hits, from the dark zombie comedy All of Us Are Dead to the monster epic Sweet Home.

Considering the popularity of Korean entertainment has skyrocketed In recent years, after the success of productions like Squid Game, Parasite, and the recently released The Glory, Apple may be looking to capitalize on this trend to give its Books app a boost.

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