Things to Do Seoul

Line Friends and BT21 Store In Seoul

There is one particular store which has created a lot of buzz about it. Quite literally, rising towards becoming a popular attraction for tourists and the locals is the LINE FRIENDS store. This particular store is a home to some of the most adorable and most expressive characters featured in one of the leading messenger applications: LINE.

Seoul is, no doubt, a beautiful city of South Korea with lots to offer to all kinds of people, from all walks of life. It basically is a hub to all sorts of markets and malls featuring shops based on various brands, be it international or domestic. From clothes to cosmetics, electronic gadgets to handmade crafts, Seoul has it all for everyone.

Photo Credits: Majid Mushtaq (Instagram: @ranamajid007)

If you’re an active user of the LINE messenger, then you may as very well know “BROWN & FRIENDS”. There are a total of 11 characters in the BROWN & FRIENDS collection, making them the original characters for LINE FRIENDS. The characters under BROWN & FRIENDS go by the names of Brown, James, Cony, Moon, Boss, Jessica, Edward, Leonard, Sally, Choco and Pangyo.

In 2017, The LINE store actually rose towards popularity with the release of BT21 characters. These characters are based on the famous Korean boy band group called BTS, Bangtan Sonyeondan.

Photo Credits: Majid Mushtaq (Instagram: @ranamajid007)

The characters of BT21 were brought into existence by each member of BTS. There are a total of 8 characters in BT21, namely VAN, KOYA, RJ, Shooky, Mang, Chimmy, TATA and Cooky.

The LINE FRIEND & BT21 Store in Seoul?

There are two kinds of stores when it comes to the LINE FRIENDS store in Seoul. The LINE FRIENDS flagship store and LINE FRIENDS store. If you want to visit the LINE FRIENDS at their full glory then I recommend that you head towards the LINE FRIENDS flagship stores.

LINE FRIENDS Flagship Stores In Seoul

  1. Itaewon: LINE FRIENDS Flagship Store 200 Itaewon-ro, Yongsan-gu, Seoul.
  1. Garosugil: LINE FRIENDS Flagship Store 27, 13-gil Dosandae-ro, Seoul.
  1. Myeongdong: LINE FRIENDS Flagship Store 9, Myeongdong 8 na-gil, Seoul.
Photo Credits: Majid Mushtaq (Instagram: @ranamajid007)
Photo Credits: Majid Mushtaq (Instagram: @ranamajid007)

Attractions To Look Forward To At The LINE FRIENDS & BT21 Stores

Life Size Statues

The LINE FRIENDS AND BT21 store features life-size statues of many of its famous characters. While visiting the store you will not only find them standing still, some of them will be in their mischievous pose. It should be irresistible for you to not pose for a picture along with them.

Each floor at the LINE FRIENDS building features a unique statue. It keeps you anticipated and on a lookout throughout your visit.

Line Friends & BT21 Accessories

The LINE FRIENDS AND BT21 Store is literally filled with all kinds of merchandise you can think of. From electronic gadgets to stationary, clothes to accessories, the store offers a wide range of high quality products to all the visitors. Some of the products that make the highlight of the store are battery powered fans, plushies, pens and notepads, eye masks, cups and cell phone covers, clothes, footwear, beauty products, etc.


After an exciting yet tiring trip of the store, you can choose to rest at the cafe situated inside the LINE flagship stores. Freshly served desserts, smoothies, sundaes and coffee, along with your favorite character design cups and holders, will surely leave you wanting more.

Photo Credits: Majid Mushtaq (Instagram: @ranamajid007)

Model Houses

Inside the flagship stores of LINE FRIENDS you will get to tour around the little model house of BROWN & FRIENDS. Now, this little model house will feature rooms belonging to the characters. You will find their cute portrait hanging on the wall, their beds, their dining and dressing table and more just like any other house.

Balloons Based On LINE FRIENDS & BT21 And Life Size Plushies

Now, it wouldn’t come as a surprise if you find yourself surrounded with balloons. By balloons, I don’t mean just any balloons. These balloons are specifically designed to match each character of BROWN & FRIENDS and BT21.

Once inside the building, not only will you find life-size status but also life-size plushies around different corners and floors of the building.

Character Themed Stairs

While making your way up the stairs, you will find various characters of BROWN & FRIENDS, BT21 and ROY6 welcoming you on each floor. The step of each stair is covered with a unique design based on the characters.

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🇵🇰 Majid Mushtaq

Majid Mushtaq is a passionate content creation wizard, Youtuber, traveler, and selfie-fanatic. He is currently living in Seoul and after being bitten by the travel bug, he has been to 25 countries. He loves writing about cultures, technology, food and more food. Gracias :)