SmileyWorld®, a world-leading IP brand built around emotional expression, and LINE FRIENDS, a globally beloved character IP known for its adorable charm and spirit of friendship, officially announce their new collaboration project, “LINE FRIENDS in SmileyWorld”, launching in Mainland China and spanning 2026–2027.
Centered around cultural symbols of the digital era, this dual-IP collaboration brings together emotional expression, companionship, and friendship, delivering a fresh creative experience and a new range of lifestyle products for fans worldwide.
SmileyWorld® is an IP brand of The Smiley Company, evolved from the original Smiley®. Since 1997, the world famous icons have been a pioneer of the digital era, reshaping modern communication and quickly becoming an essential part of digital conversations. Built upon thousands of emotions, SmileyWorld® continues to transform innovation into art and remains at the forefront of global digital communication culture.
As a global lifestyle brand dedicated to emotional expression, SmileyWorld® has created a vibrant universe of creativity, visuals, and emotions. Its signature icons provide a fast and intuitive way to understand complex feelings and spark meaningful conversations. Approaching its 30th anniversary in 2027, SmileyWorld® continues to expand its global initiative “Express Your World,” encouraging fans to be authentic, embrace self-expression, and share their emotions freely.
LINE FRIENDS originated as a character brand of the global mobile messaging platform LINE, starting with beloved sticker characters such as BROWN, CONY, and SALLY. LINE FRIENDS has captured the hearts of fans around the world with its lovable characters and the warm message of companionship and friendship, and has become one of the most influential global IPs today. In 2026, LINE FRIENDS will celebrate its 15th anniversary, making this collaboration a natural match for both brands as they come together through their shared belief in digital culture and emotional connection. At this meaningful milestone, SmileyWorld® and LINE FRIENDS join forces to create richer lifestyle experiences and deeper emotional resonance for global fans.
Looking ahead, both parties plan to develop a diverse range of lifestyle products across categories including apparel, accessories, and homeware, while also delivering immersive online and offline experiences through themed exhibitions, special pop-ups, and interactive activations, allowing fans to fully engage with the emotional energy and creative spirit of both brands.
This collaboration marks the first-ever partnership between these two global IPs, and represents a new chapter in SmileyWorld® and LINE FRIENDS’ joint innovation model,bringing more creativity, fun, and emotional connection to fans worldwide.