Orange Inc. has officially launched its new manga app, emaqi, bringing a fresh digital reading experience to manga fans in the United States and Canada. Available on both iOS and Android platforms since May 28, 2025, emaqi boasts a massive library of over 13,000 manga volumes across 1,700 series, including nearly 50 exclusive titles. This positions emaqi as one of the largest manga apps in North America right from its debut.
Aims to Globalize Manga Culture
Shoko Ugaki, CEO & Founder of Orange, expressed her vision for the company, stating, “I started this company because I wanted fans around the world to have the same opportunity to enjoy manga culture as we do in Japan. More than 95% of manga published in Japan have never been released in English. We aim to change that by exposing more incredible manga works to overseas audiences.”
Extensive Content Library
emaqi promises to be a central hub for top-tier manga content, partnering with major publishers such as VIZ Media, Kodansha USA, Yen Press, Akita Shoten, Futabasha, Shonen Gahosha, Nihon Bungeisha, and COAMIX. In addition to the extensive catalog from these publishers, emaqi also features nearly 50 exclusive titles, including “Anjo the Mischievous Gal,” “The Vampire Dies in No Time,” and “Liverleaf,” which are available exclusively on the platform. Orange Inc. plans to expand this exclusive lineup to 100 never-before-translated manga by the end of 2025.
Innovative Discovery Tools
To help readers navigate the vast library, emaqi has introduced several innovative features:
- Dig: This tool allows users to browse casually through content using vertical swipes to progress through recommended works and horizontal swipes to switch between different series.
- Personalized Recommendations: The app offers tailored suggestions on the home screen and “Dig” screen based on the user’s reading history.
- Personalized Bookshelf: Users can quickly access their reading history, purchased works, and favorite series in a customizable library.
- Automatic Text Enlargement (Coming Soon): emaqi is developing a smartphone-optimized reading experience that allows users to adjust text size without interfering with the manga’s speech bubble frames, original art, and expressions.
Business Model and Accessibility
emaqi operates on a pay-per-title model with in-app purchases available through the App Store and Google Play Store. However, the app also provides free and accessible content through a “Wait Until Free” system, which allows readers to unlock one chapter every 23 hours at no cost for selected titles. Additionally, one-shot titles are available to read for free in their entirety.
Launch Celebration Campaign
To celebrate the launch of emaqi, Orange Inc. is offering a limited-time campaign from May 28, 2025, to July 8, 2025. The campaign includes several attractive offers:
- Read up to three volumes for free from 10 of VIZ Media’s most popular series, including “Naruto,” “My Hero Academia,” and “One Piece.”
- Enjoy all emaqi-exclusive translated titles with a “Wait Until Free” model, unlocking one chapter every 23 hours at no cost.
- Receive 50% coin-back on purchases, up to 25,000 coins per user.
Orange Inc.’s Background and Mission
Founded in April 2021, Orange Inc. is dedicated to “creating a world where everyone enjoys manga.” The company focuses on developing manga localization technology for mass localized publishing. In March 2024, Orange Inc. established its headquarters in the U.S.
Funding and Expansion
In May 2024, Orange Inc. announced that it had raised JPY 2.92 billion (approximately USD 19.5 million) in pre-Series A financing. The funding round was led by Shogakukan, Globis Capital Partners, ANRI, SBI Investment, JIC Venture Growth Investments, Miyako Capital, Chiba Dojo Fund, Mizuho Capital, Mitsubishi UFJ Capital, and GFR Fund. These funds are being used to develop localization products based on deep learning models and to launch their digital manga store.
AI-Assisted Translation
Orange Inc. leverages AI-assisted translation to enhance efficiency and ensure high-volume, consistent-quality translations. The company’s proprietary system can handle up to 500 manga volumes per month for Japanese-to-English localization, significantly more than the current market capacity. While AI plays a role, Orange Inc. emphasizes that human translators are still integral to the process. The company’s press release in 2024 stated that no more than 10 percent of the content on emaqi would be translated using AI support at launch, as the team continues to evaluate and refine its approach.
Addressing Piracy
The global manga market is projected to reach USD 42.2 billion in 2030, but it faces significant challenges from piracy. In 2022, the global piracy market for manga was estimated at $5.5 billion. Orange Inc. aims to combat this issue by providing high-quality, officially localized manga content through emaqi, ensuring that creators and artists are properly compensated for their work.
The Evolving E-book Market
The launch of emaqi comes at a time when the e-book market is continuing to evolve. While print formats still dominate the market, digital sales are growing, especially in the audiobook sector. E-books accounted for approximately 21% of total book sales in 2024.
Challenges and Opportunities
Despite the growth in digital sales, the e-book market faces challenges such as piracy and varying consumer preferences. However, there are also significant opportunities for growth, particularly in international markets. As noted in a 2010 report, the elimination of inventory costs makes it more profitable for U.S. publishers to tap into previously unexploited markets outside the United States.
Reception and User Experience
Since its initial webstore launch in September 2024, emaqi has been working to improve its platform and user experience. Features like detailed synopses, sample chapters, and the ability to purchase individual volumes or subscribe to ongoing series have been implemented to enhance user engagement.
User Feedback
Early feedback on emaqi’s webstore highlighted the need for improvements such as a subscription model and a mobile app. The launch of the emaqi app addresses the latter, providing a more convenient and user-friendly experience for mobile readers.
Conclusion
Orange Inc.’s launch of the emaqi app marks a significant step in the company’s mission to globalize manga culture. By combining a vast library of content with innovative discovery tools and accessible pricing models, emaqi aims to provide a superior digital reading experience for manga fans in North America. As the company continues to expand its exclusive titles and refine its AI-assisted translation technology, emaqi is poised to become a leading platform for manga enthusiasts worldwide. The launch of the app, combined with the ongoing launch celebration campaign, provides a compelling reason for manga fans to explore what emaqi has to offer.
