BL (Boys' Love) manga is popular because it offers a unique genre of storytelling that explores romantic and emotional relationships between male characters, often set in diverse and imaginative contexts. It provides an avenue for readers to explore different perspectives on love and sexuality outside of traditional norms.
The complex character development, engaging plotlines, and the aspect of forbidden or unconventional love can also be intriguing to many readers. Furthermore, its popularity has been boosted by a supportive fan community which shares discussions, fan art, and other content related to BL manga.