The purpose of this analysis is to investigate the effect of leading characters in picture books on self concept in children. For this study, we selected a total of 55 picture books, all of which were best sellers in four internet book stores. The method used for the study was based on content analysis. The results of this analysis were as follows: First, the gender of leading characters was male more often than female, and the majority of picture books were creative story books and translation books. Second, subordinate parts related to the self-concept were most frequently found in the social self-concept. Social self-concept was positively expressed through the relationship between friend and family characters in story books. Cognitive self-concept was the least. Third, when the frequency of positive and negative expressions in picture books was analyzed, the social self-concept was found to be positively expressed in the subordinate parts of relationships between friends and family. The social self-concept was negatively expressed, however, in the subordinate parts of relationship between non-significant others, and the emotional self-concept was also negatively expressed in the subordinate parts of the emotional recognition and expression. In summary. instances of cognitive self-concept and positive expression were found to be more significant than negative ones.