Celebrating 15 Years of BROWN with Exciting Anniversary Campaign

Celebrating 15 Years of BROWN: A Special Anniversary Campaign

LINE Friends Japan, headquartered in Shinagawa, Tokyo, is excited to announce the launch of its anniversary campaign, "FROM BROWN TO YOU," to commemorate the 15th anniversary of its beloved character, BROWN. Originally created as a sticker for the popular messaging app LINE, which has over 200 million global users, BROWN made his debut in 2011. Known for his gentle expression and ability to convey emotions without words, BROWN has established himself as a cherished companion to fans worldwide.

To kick off this special campaign, a pop-up event titled "HUG BROWN HOUSE" will take place at LINE FRIENDS SQUARE SHIBUYA from December 24 to January 7, 2026. During this time, visitors will be immersed in a warm and inviting atmosphere celebrating BROWN.

HUG BROWN HOUSE Details

The pop-up event will transform the first floor of LINE FRIENDS SQUARE SHIBUYA into a unique space overflowing with BROWN-themed decorations and merchandise. Attendees will have the chance to meet BROWN in person, as greeting sessions are scheduled on several days from December 24 through January 4. Each greeting session will occur at 11 AM, 2 PM, and 4 PM.

Special Purchase Benefits

1. Exclusive Stickers: Customers making purchases will receive a special "ticket-style sticker" as a gift, available while supplies last.
2. Limited Edition Gifts: For those spending over ¥3,300 (tax included) on HUG BROWN or RECTO products, shoppers will receive an exclusive postcard and sticker set, also available while supplies last.

Exciting Collaborations

As part of the anniversary celebrations, BROWN will also feature in several exciting collaborations with popular brands. This includes a special edition from South Korean fashion brand RECTO, renowned for its celebrity endorsements. Additionally, BROWN will have a ceramic collection featured by the lifestyle shop LOFA Seoul, and a limited suede edition plush doll and keyring by OSITOY.

On top of this, a second collaboration with Dutch lighting brand Mr. Maria is in the works for a 2026 release, showcasing the enduring appeal of BROWN across different industries.

A Legacy and a Future

For 15 years, BROWN has expanded his presence across major industries such as lifestyle, fashion, retail, and food, forming partnerships that highlight the importance of friendship and connection. Recently, collaborations with global digital entities like Netflix have further enhanced fan engagement through content-driven experiences. BROWN continues to evolve as a character that fits seamlessly into people's daily lives in today's digital age.

More information about upcoming initiatives related to the 15th anniversary will be revealed in due course.

Upcoming CREATOR COLLECTION

Beginning in November, LINE FRIENDS is also showcasing a series of pop-up events focused on popular characters from Korea in a new initiative called "CREATORS COLLECTION." The HUG BROWN HOUSE pop-up features exclusive offerings and new designs from prominent character brands. Upcoming pop-ups include JOGUMAN and SSEBONGRAMA, set to launch in January 2026 in Japan.

Overview of LINE FRIENDS

Starting as a sticker brand for the LINE messaging app, LINE FRIENDS has grown into a renowned global character brand. With characters like BROWN, CONY, and SALLY, along with globally loved IPs like BT21 created in collaboration with BTS, LINE FRIENDS continues to engage a diverse audience worldwide. With stores in locations such as Seoul, New York, Los Angeles, Tokyo, and Shanghai, and a powerful e-commerce presence, LINE FRIENDS continues to delight fans across the globe.

For more details and updates, check out the official website and social media channels: