We went to do some research to see how this store compares to previous Line stores in Asian markets. If you want to describe the location of this store more specifically, you can probably use another landmark to locate it: it is in the same building as the theater of the Broadway

Line Friends, which announced in March this year that it would enter the US market, finally achieved its goal this summer. In the past two days, Line Friends has launched a trial operation at its first store in the United States in Times Square, a landmark in New York. We specially went to inquire about it to see how this store is different from other Line Friends previously opened in Asian markets.

Site selection: In the same building as the theater of Broadway Musical "The Lion King "

If you want to describe the location of this store more specifically, maybe it can be located by another landmark: With Broadway Star Musical The theater for "The Lion King" is located in the same building. This means that many people who go to watch "The Lion King" will definitely pass by this store. I don’t know if Line Friends hopes to attract more of the musical’s target audience—young people and children—to the store.

Signature: A high-brightness LED advertising screen. The store operated by

in Times Square is really easily overwhelmed by the crowds of people and the dazzling advertising screens. This is why, unlike almost all stores opened in Asia, Line Friends chose to use a large LED advertising screen as the photo in its Times Square store. On the screen, the brown bear and the yellow duck Sarika kept waving and nodding, looking cute. The scrolling subtitles at the bottom of the screen display the words "Welcome (Welcome)", "Line Friends New York" and other words.

Interior: Strong American flavor

As soon as you enter the store, there is a brown bear dressed in a hip-hop style on the left hand side, squatting on the ground, seeming to want to rap. On the right is a small American-style living room.

Going further inside, the product display area is arranged like a New York subway station. Each column separating the product shelves has a road sign attached to it. The signs on the street are all named after Line Friends’ signature cartoon characters, such as Edward Street, and the next stop is Leonard Street.

In the deepest part of the store, the home of Brown Bear sister Chuco, who once held an exhibition in Shanghai, also appears in a more American decoration style. Qiu Ke, who was sitting quietly, naturally read books and listened to records in English.

In addition, considering that this is Line Friends’ first store in the United States, it is also an important step in expanding the global market. The store is also promoting the brand to customers from all over the world through text, video, and store staff introductions. Especially the identity introduction of each cartoon character.

Products: Looks like souvenirs from global tourist destinations

Perhaps because it is located in the most famous tourist attraction in the world, the products sold in the Times Square store are easily reminiscent of tourist souvenirs - in addition to some classic products, customers can also see Some specialty products from other regional markets, such as doll sets of Coni and Brown in Tang suits, postcards showing Brown and Coni taking a photo in front of London Bridge, etc.

Of course, the most sold products in the store are products with NYC (New York City) and the American flag printed on them. These products occupy most of the shelves.

Area: Small, does not sell coffee

According to data released by Line Friends, this store is only 430 square meters. This also means that although the clerk's uniform clearly says "Line Friends Cafe Store (Line Friends Restaurant and Store)", in the end this is a store with only a store and no restaurant.

Summary: The favorite of Asians, the adult Brown

Judging from the situation on the day of the store visit, the store has a lot of customer traffic, and it is not easy to take a good photo. However, there is no need to queue to enter the store. Customers in the

store come from all over the world, but most of them are Koreans, Chinese and other Asian customers.

It is also worth mentioning that the overall image of Brown and other cartoon characters in this store has a more adult expression than before.

Whether it is adding street elements such as skateboarding, graffiti, etc. to the store decoration, or directly dressing Brown as a hip-hop boy who can rap with just opening his mouth, it is obvious that Line Friends hopes to use this store as much as possible. Landmark stores attract more diverse consumers, maybe from North America, maybe of a higher age group, maybe not just women.