LINE is an instant messaging system that is very popular throughout Asia, particularly in Japan, where it originated in 2011. The system was developed as a disaster response tool following the damage to telecommunication infrastructure during the Tohoku earthquake.
One of LINE’s standout features is its collection of cute virtual stickers or emojis that users can send to each other. These characters have become so popular that they are now among Japan and Asia’s most beloved mascots. Known as LINE Friends, the group is led by Brown, a big, lovable bear, alongside his friends—Sally the duck, Cony the rabbit, Leonard the frog, and several other adorable and cheerful characters.
Tokyo’s teen fashion hub, Harajuku, was home to the first-ever LINE Friends Store. Located just metres from Takeshita Street on Jingu-Mae, the store features a vast array of merchandise based on the characters, including plush toys, stationery, clothing, and homewares. With over 400 exclusive items, the store can get extremely busy, especially on Sundays when thousands of shoppers flock to Harajuku in search of the latest trends.
The LINE Friends craze has swept across Asia. Stores have opened in many countries, including South Korea and Taiwan, while pop-up shops have appeared in China, Indonesia, Malaysia, and Singapore, among others. Taiwan even hosted the first-ever LINE Friends theme park, filled with activities inspired by the characters.
For the perfect selfie, visit the Harajuku LINE Friends Store and snap a photo with the main characters at the store entrance. Then, head to the back of the shop to find the enormous plush Brown Bear, patiently waiting for visitors to admire his size and sheer cuteness.
