LINE FRIENDS
A South Korean character and intellectual-property brand built around LINE messaging characters, merchandise, licensing, entertainment, and experiential retail.
Last updated October 14, 2026
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Overview
LINE FRIENDS is a South Korean character brand originating from the sticker characters used in the LINE messaging ecosystem. Its best-known figures include Brown, Cony, Sally, Moon, James, and other members of the Brown & Friends group. The characters were created by South Korean designer Kang Byeong Mok, also known as Mogi, and were initially developed as expressive digital stickers for LINE and related Naver-connected services. Their simple silhouettes, limited facial expressions, and easily recognizable personalities helped the characters travel beyond the messaging application and become a broader consumer brand. To develop the intellectual property commercially, an independent LINE FRIENDS business was established in January 2015 as a NAVER subsidiary. The business expanded the characters into plush toys, stationery, household goods, apparel, accessories, food and beverage concepts, digital content, games, animation, licensing programs, and physical stores. Rather than relying only on character goods, LINE FRIENDS has generally positioned itself as a lifestyle and entertainment brand, using retail environments, pop-up experiences, cafés, restaurants, collaborations, and media properties to make the characters part of everyday consumer culture. The brand's international expansion included stores and collaborations in cities such as New York, Los Angeles, Tokyo, Chengdu, and Nanjing. China became an especially important market during the mid-2010s, when LINE FRIENDS opened multiple stores and experienced a sharp increase in awareness. Its Chinese retail footprint later contracted as the character-goods market became more crowded; by May 2021, the reference material identified Chengdu and Nanjing as the remaining Chinese stores. The company has also pursued global co-branded products with fashion, stationery, technology, entertainment, and game partners. A major development was the FRIENDS CREATORS initiative, which extended the brand model beyond characters originating in the LINE sticker universe. The program involved artists and entertainers in the creation of new character intellectual property. BT21, developed in collaboration with the South Korean group BTS, launched in October 2017 and became one of the most visible examples of the format. ROY6, created with Chinese entertainer Roy Wang, followed in November 2018. Other creator-linked series listed in the reference material include WDZY and TRUZ. The brand has also been associated with collaborations involving BLACKPINK member Jisoo and Nexon's KartRider Rush+. LINE FRIENDS has used animation and games to deepen the characters' presence. LINE OFFLINE and LINE TOWN were released in 2013, while LINE Rangers connected the characters to a mobile game and later received short-form and television distribution. In 2019, Netflix announced a collaboration for an original series based on Brown & Friends; the first season and seasonal specials were released in December 2022. The characters have also appeared in consumer electronics, writing instruments, and game collaborations, including a Brawl Stars partnership announced in 2019. The brand's corporate and intellectual-property structure has evolved over time. The business was managed through a dedicated LINE FRIENDS subsidiary from 2015, while later developments in the wider character-IP business have involved IPX Corporation and changing rights arrangements for individual properties such as BT21. Accordingly, LINE FRIENDS should be understood both as a consumer-facing character brand and as part of a broader portfolio of licensed and creator-developed intellectual properties. Its core proposition remains the conversion of digital characters into physical products, entertainment, retail experiences, and international collaborations.
History
LINE FRIENDS began as a collection of digital sticker characters associated with the LINE messaging application. The original characters were created by South Korean designer Kang Byeong Mok, known as Mogi, in 2011. Brown, Cony, Sally, Moon, James, and their companions were designed to communicate emotions and everyday situations through highly simplified illustrations. Their functional role as messaging stickers gave them immediate distribution across LINE's user base and established a recognizable visual vocabulary before the brand became a conventional merchandise business. In 2013, the characters moved into audiovisual entertainment. LINE OFFLINE portrayed the characters as employees of a fictional LINE Corporation and was produced as a series of short episodes. LINE TOWN offered another animated setting for the same general universe. These productions helped transform the characters from static messaging tools into recurring personalities with settings, relationships, and narrative potential. A dedicated commercial structure was created in January 2015 when LINE FRIENDS International Cartoon Image Brand Company was established as a NAVER subsidiary. From that point, the business developed a wide range of consumer products and services, including plush toys, stationery, household items, accessories, cafés, restaurants, games, animations, theme-park-related experiences, and licensing programs. The company opened retail locations and collaborated with international brands, with activity reported in North America, Japan, China, and other markets. China was a notable expansion market. LINE FRIENDS' popularity increased during 2016, when six stores were opened and the company at one stage operated as many as twelve locations in different Chinese cities. As competition in the character and lifestyle retail segment intensified, the company reduced its physical presence. The reference material records Chengdu and Nanjing as the remaining Chinese stores in May 2021. The brand's next major phase involved creator-generated intellectual property. Through FRIENDS CREATORS, LINE FRIENDS worked with artists and entertainers to develop new characters rather than relying solely on the original LINE sticker cast. BT21 was created with BTS and launched in October 2017. The characters were based on ideas and sketches contributed by the group's members, with the group represented by seven characters and a further character associated with their fans. ROY6, developed with Chinese entertainer Roy Wang, launched in November 2018. WDZY and TRUZ were also identified as part of the creator-oriented character portfolio. These projects connected the brand to established fan communities and created new licensing and retail opportunities. LINE FRIENDS continued to extend its characters into games and branded products. LINE Rangers used the characters in a mobile-game setting and was supported by animated shorts and later television distribution. A collaboration with Brawl Stars added LINE FRIENDS-based skins to the game in 2019. Products have also included smart speakers featuring Brown and Sally and co-branded writing instruments such as Sailor fountain pens featuring Brown and Sally. The brand's media activities continued with a Netflix collaboration announced in 2019. Brown & Friends was released in December 2022 with a first season and seasonal special episodes. In 2023, reference material described a changing rights relationship involving IPX Corporation and BT21, indicating that ownership and exploitation arrangements can differ across individual properties. LINE FRIENDS therefore operates as both a recognizable consumer brand and a platform for managing, licensing, and distributing multiple character properties. Its development illustrates the movement of messaging-app IP into global merchandise, physical retail, digital entertainment, games, and celebrity-led character creation.
- 2022
Brown & Friends released on Netflix
[1]The first season and seasonal specials of Brown & Friends were released in December.
- 2019
Netflix Brown & Friends project announced
[1]Netflix and LINE FRIENDS announced an original animated series based on Brown & Friends.
- 2018
ROY6 launched
[1]ROY6, developed with Chinese entertainer Roy Wang, became the second creator-led project identified in the reference material.
- 2017
BT21 launched
[1]BT21, created with BTS through the FRIENDS CREATORS initiative, was officially launched.
- 2016
Chinese retail expansion accelerated
[1]The brand opened multiple stores in China during a period of strong local popularity and reached a reported peak of about twelve locations.
- 2015
Dedicated LINE FRIENDS business established
[1]An independent LINE FRIENDS business was established as a NAVER subsidiary to develop the character brand commercially.
- 2013
LINE OFFLINE and LINE TOWN introduced
[1]The characters expanded into animated entertainment through LINE OFFLINE and LINE TOWN.
- 2011
Original LINE sticker characters created
[1]South Korean designer Kang Byeong Mok, also known as Mogi, created the original characters that became associated with LINE FRIENDS.
Products and positioning
A globally oriented, youthful lifestyle and entertainment character brand that turns messaging-app IP into merchandise, media, retail experiences, and creator collaborations.
Character IP · 2011
Brown & Friends
The original core character group associated with LINE stickers and the LINE FRIENDS brand. Brown, Cony, Sally, Moon, James, and related figures form the basis for plush toys, stationery, household goods, apparel, accessories, retail experiences, animation, and licensing collaborations.
Creator-developed character IP · 2017
BT21
A character property developed with BTS through the FRIENDS CREATORS initiative. The designs were based on ideas and sketches from BTS members and include characters representing the members as well as a character associated with their fans. BT21 expanded LINE FRIENDS' connection with global music fandom and merchandise licensing.
Creator-developed character IP · 2018
ROY6
A character brand created with Chinese entertainer Roy Wang. Wang participated in the concept, storytelling, sketches, and product-planning process, making ROY6 an example of LINE FRIENDS' model for developing intellectual property with public figures.
Creator-developed character IP
WDZY
A creator-linked character series identified as one of the FRIENDS CREATORS properties associated with LINE FRIENDS. The supplied reference material names the series but does not provide sufficient additional detail about its product range or launch date.
Creator-developed character IP
TRUZ
A character series identified in the LINE FRIENDS creator-oriented portfolio. The supplied reference material does not provide enough detail to describe its individual characters, launch timing, or current commercial scope.
Consumer electronics
Friends smart speaker
A smart-speaker product line using LINE FRIENDS character forms, including Brown and Sally. It illustrates the extension of the characters from decorative merchandise into connected consumer electronics.
Stationery · 2022
LINE FRIENDS x Sailor fountain pens
A collaboration with Sailor featuring Brown and Sally in the Pro Gear Slim fountain-pen format. The reference material describes North American-market versions with 14K gold nib options.
Marketing campaigns
- 2019LINE FRIENDS x Brawl Stars
Global
The collaboration introduced LINE FRIENDS-inspired skins into Supercell's Brawl Stars game, extending the characters into a major mobile-game environment.
Outcome. Extended the characters into a major mobile-game environment.
- 2019Brown & Friends with Netflix
Global
LINE FRIENDS and Netflix developed an original animated series centered on Brown & Friends. The first season and seasonal specials were released in December 2022.
Outcome. The first season and seasonal specials were released in December 2022.
- 2017BT21 collaboration with BTS
Global
LINE FRIENDS worked with BTS members on character concepts, designs, storytelling, and a new merchandise ecosystem connected to the group's worldwide audience. BT21 became a major creator-led character property associated with LINE FRIENDS.
Outcome. BT21 became a major creator-led character property associated with LINE FRIENDS.
- 2015FRIENDS CREATORS
South Korea · China · Global
A creator-collaboration initiative designed to develop new character properties with entertainers and artists. The program expanded LINE FRIENDS beyond the original messaging-app characters. It produced or supported properties including BT21, ROY6, WDZY, and TRUZ.
Outcome. Produced or supported properties including BT21, ROY6, WDZY, and TRUZ.
Brand decisions
2022
Release Brown & Friends animated seriesProduct launchBackground
The brand pursued longer-form entertainment to complement merchandise, licensing, and digital character use.
Action taken
A Netflix animated series based on Brown & Friends was released with seasonal special episodes.
Aftermath
The core characters gained a new distribution channel through global streaming entertainment.
2018
Expand FRIENDS CREATORS into ChinaProduct launchBackground
Following the BT21 model, LINE FRIENDS continued developing character intellectual property with high-profile creators in additional markets.
Action taken
The company launched ROY6 with Chinese entertainer Roy Wang.
Aftermath
The project broadened the creator-collaboration approach and its relevance to the Chinese market.
2017
Launch BT21 through artist-led character creationProduct launchBackground
LINE FRIENDS sought to broaden its intellectual-property portfolio and connect character development with established entertainment fan communities.
Action taken
The company collaborated with BTS members to create and launch BT21.
Aftermath
The creator-led model became a prominent part of LINE FRIENDS' licensing and merchandise strategy.
2015
Create a dedicated character-brand businessStrategyBackground
The popularity of LINE sticker characters created an opportunity to develop them as commercial intellectual property beyond the messaging application.
Action taken
NAVER established an independent LINE FRIENDS business subsidiary to manage brand development, products, licensing, retail, and content.
Aftermath
The brand expanded into international stores, collaborations, animation, games, and a large portfolio of character merchandise.
Recent events
Reported
PEACEMINUSONE and ZO&FRIENDS launch collaborative pop-up[2]
PEACEMINUSONE and ZO&FRIENDS launched their first collaborative pop-up at Breeze Nanshan in Taipei, running from October 23 through November 8, 2026.
Reported
LINE FRIENDS opens ZO&FRIENDS 'Ordinary Day POP-UP' pop-up stores in Taipei and Tainan[3]
LINE FRIENDS (IPX Corp.) announced the launch of the ZO&FRIENDS 'Ordinary Day POP-UP' pop-up store. The Taipei edition opened on August 19, 2026 at AIPXA LAND and runs through September 6; the Tainan edition is scheduled for August 23 to September 10, 2026 at the West Market Banana Warehouse. The stores offer plush goods, lifestyle items and stationery, plus photo booths and promotional activities.
Reported
LINE FRIENDS opens ZO&FRIENDS 'Ordinary Day POP-UP' in Taipei and Tainan[4]
LINE FRIENDS (IPX Corp.) launched the ZO&FRIENDS 'Ordinary Day POP-UP' pop-up store, with the Taipei location at AIPXA LAND running from August 19 to September 6, 2026, and a Tainan location at the West Market Banana Warehouse running from August 23 to September 10, 2026.
Reported
LINE FRIENDS joins Alipay's 2022 Five Blessings campaign[5]
LINE FRIENDS collaborated with Alipay on the 2022 Chinese New Year Five Blessings campaign, creating themed blessing cards and related content. The article describes the campaign period as January 19–31, 2022.
Reported
LINE FRIENDS and Maison Kitsuné debut a limited-edition collection[6]
LINE FRIENDS and Maison Kitsuné collaborated to debut their limited-edition collection on July 8 in France, the United States, Korea, and Japan.
Reported
LINE FRIENDS plans to close its mainland China offline stores[7]
LINE FRIENDS confirmed that all of its traditional offline stores in mainland China would close progressively, saying it would no longer focus on offline stores and would concentrate more on online and platform-based operations.
- Unconfirmed
Reported
LINE FRIENDS closes Shanghai flagship store[7]
LINE FRIENDS closed its flagship store on Huaihai Road in Shanghai. The article reports that Shanghai no longer had a LINE FRIENDS offline store after the closure.
Reported
WildBrain CPLG secures Brawl Stars representation deal[8]
WildBrain CPLG secured a multi-territory representation deal for Brawl Stars with its global rights holder, Line Friends. WildBrain CPLG will represent the game across the listed European markets under a licensing programme.
Reported
LINE FRIENDS launches 2020 BT21 Festival[9]
LINE FRIENDS launched the 2020 BT21 Festival, a celebration of the BT21 line’s third anniversary featuring online programs and exclusive content.
Reported
LINE FRIENDS and Li-Ning release collaboration collection[10]
LINE FRIENDS and Li-Ning collaborated on a clothing and accessories collection featuring BROWN & FRIENDS characters and Li-Ning designs.
Sources17 sources
- 1Line Friendsen.wikipedia.org
- 2PEACEMINUSONE 与 ZO&FRIENDS 推出联名快闪店chinanewscloud.com
- 3LINE FRIENDS 推出 ZO&FRIENDS「Ordinary Day POP-UP」快闪店，台北与台南接力登场n.yam.com
- 4LINE FRIENDS 推出 ZO&FRIENDS「Ordinary Day POP-UP」快闪店n.yam.com
- 5LINE FRIENDS参与支付宝“2022集五福”活动prnasia.com
- 6LINE FRIENDS与Maison Kitsuné推出限量联名系列us.acrofan.com
- 7LINE FRIENDS计划逐步关闭中国大陆线下门店epochtimes.com
- 8WildBrain CPLG 获得《荒野乱斗》授权代理业务licensing.biz
- 9LINE FRIENDS推出2020年BT21嘉年华kpopstarz.com
- 10LINE FRIENDS与李宁推出联名系列fashion.sina.com.cn
- 11LINE FRIENDS与东方明珠塔宣布推出联名产品系列prnasia.com
- 12科沃斯推出LINE FRIENDS布朗熊定制扫地机器人elec.it168.com
- 13LINE FRIENDS推出熊美主题美妆用品系列woman.tvbs.com.tw
- 14瑞幸咖啡宣布与LINE FRIENDS战略合作finance.sina.com.cn
- 15小米有品推出Line Friends无线耳机propakistani.pk
- 16LINE FRIENDS宣布BT21 BABY系列将在中国首发prnasia.com
- 17Line Friends推出时尚定制平台insideretail.asia
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