The Korean Wave (of pop culture) brought with it a cyber market for comics, known as webtoons. This fast-growing market, worth USD 1.3 billion in 2021 (Dave, 2024), has been plagued by widespread grey market practices, referring to practices that take place outside the official or licit market space. These range from organised amateur groups distributing webtoons, professional piracy sites publishing them, to consumers taking advantage of these offerings (Forbes, 2024). This has known consequences, such as financial damage or copyright infringement, but also less well understood ones, specifically from a market perspective as to how this influences the market (infra)structure.