Line Friends launching pop-up in Seoul

A Line Friends pop-up will open at luxury speciality store BoonTheShop in Seoul on Saturday.

Running until January 14, the Korean character brand’s outlet will introduce its latest merchandise, BT21. The range includes dolls, cushions, fashion items, limited-edition postcards, posters and bag charms – all based on a set of characters created by K-pop boyband BTS and the Line Friends team.


The same line will also start selling at Line Friends’ New York flagship on the same day via a “BT21 Zone”, and at other stores in Hong Kong, Japan, Taiwan and Thailand, as well as online early next year.

BT21 was initially launched as stickers on Line App with more than 17 million downloads and 200 million Twitter exposures. The first Line Friends’ collaboration with artists, the BT21 range joins signature characters such as Brown, Choco and Cony.

Line Friends has 91 stores in 11 international markets.


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