BROWN’s 15th Anniversary: A Decade and a Half of Silent Charms
LINE FRIENDS’ iconic character, BROWN, is celebrating its 15th anniversary with a special campaign titled “FROM BROWN TO YOU.” This milestone marks 15 years since BROWN first appeared as a LINE sticker, captivating a global audience with its gentle demeanor and ability to convey deep emotions without words. The anniversary celebration kicks off with the “HUG BROWN HOUSE” pop-up, creating a cozy haven for fans in the heart of Shibuya.
The “HUG BROWN HOUSE” Experience: A Winter Wonderland of Warmth
The “HUG BROWN HOUSE” pop-up store, located at LINE FRIENDS SQUARE SHIBUYA, opened its doors on December 24th and will run until January 7th, 2026. This festive event is designed to immerse visitors in a warm, BROWN-filled atmosphere, making it a perfect destination for holiday gifting and fan interaction.
Within the inviting space, fans can discover a curated selection of fluffy BROWN goods, from cuddly plush toys to stylish accessories, all embodying the character’s signature comforting appeal. The store itself is transformed into a delightful tribute, promising a special experience for anyone who has ever found solace in BROWN’s presence. Imagine stepping into a world where every corner radiates the quiet joy and warmth that BROWN represents – it’s truly a heartwarming escape.
Meet BROWN and Collect Exclusive Benefits
Visitors to the “HUG BROWN HOUSE” will have the unique opportunity to meet BROWN in person. Character greetings are scheduled on select dates and times:
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December 24th, 27th, 28th, 31st
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January 2nd, 3rd, 4th
Each day features three greeting sessions at 11:00, 14:00, and 16:00. Please note that schedules may change due to store operations or weather conditions.
To further sweeten the experience, exclusive purchase benefits are available:
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Benefit 1: Ticket-style Sticker: Receive one ticket-style sticker of your purchased character with each transaction, while supplies last.
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Benefit 2: HUG BROWN Postcard & Seal Set: For purchases of 3,300 yen (tax included) or more of HUG BROWN or RECTO products, receive a HUG BROWN postcard and seal set per transaction, while supplies last.
Global Collaborations and a Look to the Future
BROWN’s 15th anniversary also heralds a series of exciting collaborations with global brands known for their enduring craftsmanship. These partnerships aim to blend BROWN’s timeless appeal with diverse creative expressions:
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RECTO (Fashion Brand): A collaboration with the popular Korean fashion brand, known for its celebrity following, launching a “BROWN 15th Anniversary Edition” in December.
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LOFA Seoul (Lifestyle Shop): Introducing a “BROWN Ceramic Collection,” slated for release in 2026.
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OSITOY (Plush Toy & Keyring Brand): Releasing a “BROWN 15th Anniversary Limited Suede Edition” in 2026.
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Mr. Maria (Dutch Lighting Brand): Engaging in a second collaboration, also expected in 2026.
Over the past 15 years, BROWN has transcended its origins as a digital sticker to become a global IP, expanding its presence across lifestyle, fashion, retail, and food and beverage industries. Recent collaborations with global digital giants like Netflix further demonstrate its evolution into a content-driven fan experience.
BROWN’s journey continues as a character that naturally integrates into people’s daily lives in the digital age. Future announcements regarding the 15th-anniversary initiatives are expected to unfold sequentially.
“CREATORS COLLECTION” Continues
Alongside the “HUG BROWN HOUSE,” LINE FRIENDS SQUARE SHIBUYA is hosting the “CREATORS COLLECTION,” a series of pop-ups showcasing popular Korean characters. Following BROWN, upcoming events include JOGUMAN and SSEBONGRAMA (a first-time pop-up in Japan) in January 2026, promising new designs and products.
BROWN’s enduring appeal, much like a cherished childhood teddy bear that brings comfort and joy, has resonated across cultures for 15 years. As it steps into its next chapter, these celebrations not only honor its past but also pave the way for a future where its silent charm continues to inspire and connect with fans worldwide, further enriching the global tapestry of kawaii culture.
