Core Insights - The 2025 LINE FRIENDS IPX Summit in Shanghai highlighted the company's strategic focus on building a diverse IP ecosystem, activating young consumer engagement, and revitalizing classic IP values in the Chinese market [1][10]. Group 1: Building a Diverse IP Ecosystem - LINE FRIENDS aims to resonate with Generation Z's emotional needs by introducing new IP content and enhancing its existing IP matrix, including the launch of the SSEBONGRAMA character by the end of 2025 [2][3]. - The DOOHAMBBA character will also enter the Chinese market, focusing on emotional support for young consumers through various product offerings and social media engagement [3]. - The JOGUMAN character will evolve its workplace persona and expand into new product categories, while the SEALOOK IP will continue to develop content-driven products and collaborations [3]. Group 2: Activating Young Consumer Engagement - LINE FRIENDS will focus on three major entertainment sectors—K-POP, domestic variety shows, and anime culture—to create immersive and interactive IP experiences for Generation Z [4]. - The collaboration with G-DRAGON to launch the "ZO&FRIENDS" IP has generated significant buzz, with plans for themed pop-up stores in China to deepen emotional connections with fans [5][6]. - A strategic partnership with Hunan Broadcasting System will enhance the IP matrix through co-creation of popular variety show characters, aiming to broaden audience reach and engagement [7]. Group 3: Revitalizing Classic IP Values - The 15th anniversary of the iconic LINE FRIENDS character Brown Bear will be celebrated with new products, collaborations, and immersive experiences throughout 2026 [10][11]. - New character series, such as LAZY TAIL CLUB featuring Oliver, will be introduced to convey relatable life themes to Generation Z [11]. - The "HUG BROWN HOUSE" will serve as a flagship space for showcasing collaborative products and enhancing consumer interaction through various digital and physical experiences [12].