Azuki Manga Rebrands As Omoi, Addressing Years Of Brand Confusion

Azuki Manga is no more. The independent digital manga platform founded by ex-Crunchyroll engineering staffers Evan Minto and Abbas Jaffery in 2021 has announced a wholesale rebrand to Omoi. This rebrand was a long time coming, as the digital manga platform launched in 2021 to great fanfare, only to face obstacles with online visibility over the years thanks to different companies in unrelated industries using the Azuki branding for their own products and services, which would wreak havoc with SEO and mobile app store listings for the platform on top of causing confusion for their partners. Omoi describes the change, in their own words:

Our team has a ton of love for “Azuki” as a name, but in the past four years we’ve encountered a number of other companies using the same or similar names, confusing a lot of our users and partners. And as we gear up for a wave of new manga joining the platform later this year, we decided it was worth it to start fresh.

As for Omoi, it comes from 想い, a Japanese word that can mean “thought” or “feeling.” We think it captures our thoughtful approach to manga publishing.

Thank you to the fans who supported us under our old name. We hope you continue to enjoy reading manga from Omoi in the future 

– The Omoi Team (Abbas, Evan, Krystyn, and Cynthia)

Other than the rebrand and cosmetic changes to links for redirection, the service is unchanged and run by the same team.