Global character brand Line Friends has announced a strategic partnership with Chinese IT giant Xiaomi.
The partners will launch the “MI9 SE Brown Edition” package tomorrow in China, which includes Xiaomi’s flagship MI9 SE smartphone, a smartphone case, portable battery and cable branded “Super Mi, Super Brown”. A limited quantity of 5000 packages will be available for sale.
The special edition package relates the story of how globally loved character Brown acquired a superpower and became Super Brown.
Local media and consumers expressed strong interest in the package when it was first presented at Xiaomi’s media event in Shanghai on April 1, demonstrating the popularity of Brown in China.

Founder and CEO of Xiaomi, Lei Jun, also showed his affection for the Line Friends characters by uploading a number of posts on his personal social media account regarding the release of the new package, commenting that it is “adorable” and “strongly recommended!”
Pre-orders for the portable battery, which will be launched separately on the same day, exceeded the limited quantity and forecast a rapid sell-out immediately after the release.
The “MI9 SE Brown Edition” package also features Brown-themed AI-voice recognition functions, in which consumers will be able to have conversations with Brown when it is activated. This function also offers a wide array of Brown figures such as Greeting Brown, Brown with Heart Eyes and Shy Brown.
Line Friends plans to continue its strategic partnership with Xiaomi and expand collaborative products to the firm’s daily IT products category Mi Home, showcasing a wide array of products including travel luggage, portable batteries and further collaboration in the long-term.
“We anticipate offering unique experiences to our customers and create a new lifestyle by integrating Xiaomi’s technology with the trendiness of Line Friends through this partnership,’” said a Xiaomi spokesperson.