LINE FRIENDS, the global character brand born from LINE, is marking its 15th anniversary with a collaboration featuring Sanrio Characters. The project has revealed cute designs and a story built around a shared celebration.
What Is LINE FRIENDS?
LINE FRIENDS began with stamps for LINE, the communication app used by more than 200 million people worldwide. The brand’s original characters include Brown, Cony, and Sally. It also features BT21, developed with global star BTS, as well as ZO&FRIENDS, minini, JOGUMAN, DINOTAENG, MNH, and LINE Creators Market characters such as Usamaru and Nekopen Biyori.
The brand has expanded into 18 regions, including Seoul, New York, LA, Tokyo, and Shanghai, and operates eight e-commerce platforms.
A Surprise Party for Brown
For the special year marking 15 years since LINE FRIENDS debuted, a collaboration with Sanrio Characters has been decided. The concept follows LINE FRIENDS and Sanrio Characters as they prepare for and hold a surprise party to celebrate Brown’s birthday.
The group decides to celebrate Brown’s birthday without telling him. While Hello Kitty and Brown are having tea, the others secretly shop around town for the birthday supplies. The question is whether the surprise will succeed.
No birthday would be complete without a cake. Everyone tries to prepare a special cake, but Brown also appears to be taking part. It seems he has completely forgotten that it is supposed to be a surprise. They even measure clothing sizes and prepare for the party together.
The cake is finished, and everyone wears matching outfits to celebrate. The group makes plenty of noise and enjoys the moment: "Brown, happy 15th anniversary!"
Shibuya Pop-Up Planned for January 2027
In January 2027, a pop-up is planned at LINE FRIENDS SQUARE SHIBUYA, along with expansion through other distribution channels. Further details about the pop-up and the product lineup are expected soon.
Related Sanrio Merchandise
| Product | Price |
|---|---|
| Sanrio(SANRIO) Binder (I Love Hello Kitty) Hello Kitty Black 354511 | ￥1,683 |
| Sanrio(SANRIO) Miniature Package Charm (Miniature Toy) Hello Kitty Red PVC/AS resin/paper 059153 | ￥990 |
Prices and availability are those at the time of article publication.
