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LINE FRIENDS Successfully Opens ‘Pop-up Store’ in Hollywood

LINE FRIENDS opened its ‘Hollywood Pop-up Store’ on July 27 (U.S. local time) in Los Angeles, California, U.S.A (PRNewsfoto/LINE FRIENDS)
LINE FRIENDS opened its ‘Hollywood Pop-up Store’ on July 27 (U.S. local time) in Los Angeles, California, U.S.A (PRNewsfoto/LINE FRIENDS)
  • LINE FRIENDS opens its first pop-up store in the west coast on July 27 and will run for three months
  • Meet popular LINE FRIENDS characters ‘BROWN & FRIENDS’ and ‘BT21’ all in one place — pop-up store draws more than 15,000 visitors shortly after the opening, catching massive attention from locals and tourists from all over the world
  • Hollywood pop-up store opens a year after the opening of LINE FRIENDS Times Square, New York, aiming to expand global foothold in North America and establish a groundwork for Intellectual Property (IP) business

LINE FRIENDS, one of the world’s fastest growing global character brands has opened a pop-up store in Hollywood, the heart of Los Angeles, on July 27 (U.S. local time), which will be open for the next three months. Located in Hollywood, the hub of global pop culture and one of the world’s most popular tourist attractions, LINE FRIENDS introduces BT21 merchandise in the western part of the U.S. for the first time. The new pop-up store has drawn a great deal of attention among locals and tourists from all around the globe, attracting over 15,000 visitors shortly after the opening.

The LINE FRIENDS pop-up store in Hollywood is located right across Hollywood’s ‘Walk of Fame’. The one-story, 8,395-square feet store showcases over 1,000 types of popular LINE FRIENDS characters merchandise such as LINE FRIENDS original characters, ‘BROWN & FRIENDS’ which has continued to gain popularity in the U.S. and ‘BT21’, the collaboration with global boyband BTS which became an instant sensation among millennials worldwide.



A teaser clip announcing the opening of the Hollywood pop-up store was unveiled on the social media accounts of LINE FRIENDS that drew massive attention from its beloved fans. On the opening day, more than 1,500 visitors waited in a long line before the store opens its doors. Store visitors took pictures in character photo zones that are set up throughout the store, while browsing a wide array of LINE FRIEND merchandise from stationery to living including fashion products and accessories.

It is significant that LINE FRIENDS has expanded its global foothold to Hollywood based on growing popularity, success and expertise from its store in Times Square, New York which is one of the major cities in the eastern U.S. and the top commercial districts leading global trends.

In July 2017, LINE FRIENDS opened a large-scale store in Times Square, New York, and paved ways in the U.S. market seeking to expand the company’s business in the global market. Since then, the LINE FRIENDS store in Times Square has drawn consumers’ attention as a merchandise store that showcases a wide array of its products and regarded as a theme park in the city. Not only that, the store has become a new landmark in Times Square with its large outdoor LED advertising.

When the ‘BT21’ merchandise was first launched in the world last December, it recorded more than 30,000 visitors on the launching date only. As LINE FRIENDS has opened a total of 112 stores around the world, which was increased from 73 at the time of Times Square store opening, the company has consolidated its position as one of the world’s fast growing global character brands.

With the opening of the pop-up in Hollywood, LINE FRIENDS not only aims to maintain its high popularity in North America, but it also hopes to accelerate diversifying the company’s IP business, which include production of animated films featuring LINE FRIENDS characters through strategic partnerships with leading content companies in U.S.

“We are delighted to open the pop-up store in Hollywood, only a year after we successfully opened one in Times Square, New York. The new Hollywood pop-up will be a hub for LINE FRIENDS to understand and communicate with consumers as well as related insiders of the industry in North America. We also expect that the pop-up store in LA Hollywood will play an important role in accelerating the company’s IP business in the U.S. henceforward,” said LINE FRIENDS.

Meanwhile, global boyband BTS who created BT21 in collaboration with LINE FRIENDS, is planning to have a world-tour concert in U.S. across LA, Oakland and Chicago from this September, raising BT21 consumers’ expectation on synergy effects created with LINE FRIENDS which plans to expand the business in the U.S. during the second half of the year.


Diane Borget
Diane Borget's family moved to San Diego from Philadelphia just before her high school years and she has never recovered from the social ostracizing ;) She enjoys concerts, dinners, and any group settings :) Thank you for reading!
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