A global character brand, LINE FRIENDS, is pushing the boundaries of character IP (Intellectual Property) business by bringing new, unprecedented types of collaboration with global artists.
Its first groundbreaking collaboration project with the global K-Pop sensation BTS won the hearts of Millennials and Gen Z worldwide and set a new milestone in the character industry. The launch of ‘BT21’ characters marked the first time that all members of the boy band were invited to actively participate in the entire process of creating their own unique characters. The members themselves drew sketches and detailed the characteristics, preferences and values of each BTS-inspired character for almost a year in close collaboration with LINE FRIENDS, giving birth to eight globally loved ‘BT21’ characters.
Since its first launch in September 2017, ‘BT21’ characters have become sensational hits among Millennials and Gen Z. ‘BT21’ stickers released at the leading mobile messenger app LINE have recorded more than 28 million downloads and over 1.1 billion Twitter exposures globally up to date. Moreover, the ‘BT21 UNIVERSE,’ a behind-the-scene YouTube series of BTS members creating their BT21 characters, boasts accumulated views of more than 22 million on YouTube.
As such, LINE FRIENDS is moving beyond the conventional character business and broadening the horizons of character IP industry as a whole. LINE FRIENDS’ characters co-created with global artists set new grounds for character business, with their limitless potential to expand into a wide array of fields, including merchandise, animation, game and music. And for global artists, alike, collaborating with LINE FRIENDS to create character IPs has become the trendiest way in connecting with fandom.
Building upon the ‘BT21’ momentum, LINE FRIENDS is now ready to bring fresher takes with the two rising K-pop supergroups, ITZY and TREASURE, by driving fan engagement to the maximum level.
Footage of ITZY members taking part in the ideation process at ‘Creative Academy’
ITZY, a five-member girl group from JYP Entertainment who made its first debut in 2019, is currently taking part in the entire process of creating their own unique characters embodying the identity of ‘lifelong friends,’ from drawing sketches to detailing the characteristics, preferences and values. MIDZY, the fandom, is joining the journey towards this character IP development, provided the opportunities to share creative ideas of their own on social media platforms.
The five characters designed by ITZY members – (from left to right) LYA, CHUNG-EE, CABBIT, TUK and HET
For TREASURE, a 12-member rookie boy band from YG Entertainment, LINE FRIENDS is taking a step further by bringing into play fun, interactive gaming factors from the initial stage of the character development. With the support of ‘TREASURE MAKER,’ the fandom, TREASURE members will be completing gaming quests to design the appearance, personality and capability of their unique characters.
Footage of TREASURE members taking part in the ideation process
The full making process of ITZY and TREASURE characters can be viewed at LINE FRIEND’s official YouTube channel.
