BL manga and anime gain global following, driven by female audiences

Boys' Love—or BL—a genre rooted in Japanese manga from the 1960s and 1970s, has grown into a multibillion-dollar global phenomenon spanning anime, K-dramas, webtoons, and live-action television, according to KVIA's reporting of CNN en Español coverage.

The genre centers on romantic and erotic relationships between men. When it emerged, most BL manga creators were Japanese women writing for female audiences, crafting emotionally rich stories with delicate aesthetics and idealized male characters—not necessarily created by or for the LGBTQ+ community.

Gonzalo Pizarro, a seller at Nube, a comics and manga shop in Santiago, Chile, told CNN he has read manga for more than 15 years. He said the primary buyers of BL titles at his store are women, though men sometimes purchase them claiming the books are gifts. Popular titles often coincide with anime releases; Pizarro cited "Don't Give Up, Nakamura!!" and "The Summer Hikaru Died" as sold-out examples.

Starting in the 1990s, other Asian countries recognized the genre's commercial potential and created their own versions. Thailand, Taiwan, South Korea, and China—where same-sex marriage remains illegal and political positions conservative—have become major BL producers.

Fernanda Burgos, a Chilean singer and East Asian culture expert, told CNN that BL centers on "what women expect from men." After living five years in South Korea and five in Thailand, she observed that BL characters are men unafraid to show emotion and possess developed feminine traits. "Homosexual love is very naturalized in Thailand, and that has helped them become major BL producers alongside Japan," Burgos said.

According to a 2022 report from Japan's Yano Research Institute obtained by CNN, the Japanese BL manga, book, and novel market reached 16.9 billion yen—approximately $129 million—in fiscal 2021, a 0.6 percent increase year-over-year. That figure excludes international markets and online platforms.

Thailand's BL market alone exceeded 4.9 billion baht in 2025—roughly $147 million—with an average annual growth rate of 17 percent, according to The Nation Thailand, outpacing Thailand's broader entertainment industry.

In the West, BL has inspired original television series including "Young Royals" (2021), "Heartstopper" (2022), and "Heated Rivalry" (2026), gaining acceptance among female audiences and the LGBTQ+ community.