seinen

Seinen emerged as a category in the late 1960s, when a generational shift motivated the manga industry to cater more to adult readers, and quickly came to combine mass-market appeal with more serious literary ambitions than those typically found in the shōnen manga of that era. The manga industry saw a seinen boom in the 1980s, but since then, few new seinen magazines have gained a foothold in the market; instead, readership of existing seinen magazines has expanded. While seinen magazines feature many of the same genres as shōnen manga, seinen manga tends to feature more mature story lines and themes, and it has its own characteristic visual and narrative styles.