The fast-growing Asian brand, based on characters from the popular Japanese messaging app; Line, created a good buzz on Saturday at the opening of it’s second store in the US.
Located on Hollywood Boulevard in Hollywood, California, the store featured its signature character merchandise. However the underlining factor, that attracted the visitors and customers, was the merchandise collection from K-Pop sensation BTS. A mile-long queue of fans of the boy band formed, many even camped out overnight. Line Friends opened its first store in the US back in 2017, located in Times Square, Manhattan. The Hollywood store is packed with Instagram-ready displays – interactive photo zones and also boasts several unique experiences. There is a mega-sized replica of its Tata character at the main entry to the shop.
Line Friends’ characters started out as ‘stickers’ within the messaging app Line – which is the most popular instant messenger in Japan. The cute-looking characters, all with their own personalities, were embraced by users and are credited with driving the app’s incredible growth. The brand doesn’t just have a collaboration with the boy band BTS, they also have numerous collaborations with other brands, such as; Converse, Beats by Dr. Dre, Band & Olufsen and Hot Topic – just to name a few.
‘As part of Line Friends growing global presence, the Hollywood store is a key milestone for the company in diversifying its business, aiming to be a global creative studio and continuing to expand into the U.S. market’ – Line Friends
