- Following the successful footsteps of IPX and its regular stores in New York and LA, the opening of 'LINE FRIENDS SQUARE Universal Citywalk Hollywood Store' at Universal CityWalk in LA, USA, and realized the high level of interest from local visitors

- Intensive presentation of K-pop IP businesses such as BT21 and Zeroni (Zero Base One)... Expanding the offline immersion of popular K-pop IPs that have targeted global fandom tastes

- Focus the attention of visitors with a large LED screen introducing K-pop character IPs, colorful neon signs welcomed by BT21 members, and a photo zone

- Maximizing collection value with NBCUniversal's exclusive collection and various collaborative products... Expanding contacts with global fans to strengthen the influence of the IP business in North America

[April 28, 2025] Digital IP entertainment company IPX (formerly LINE FRIENDS) successfully opened “LINE FRIENDS SQUARE Universal CityWalk Hollywood Store”, the third regular store in the US at Universal CityWalk Hollywood (Universal CityWalk Hollywood) in LA on the 25th (US local time). On the day of its opening, it proved to be very popular, with many local fans visiting, and is further expanding its retail business influence in the North American market as a leader in the global IP business.

“LINE FRIENDS SQUARE Universal Citywalk Hollywood Store (LINE FRIENDS SQUARE Universal CityWalk Hollywood Store)” is the third regular store after Times Square in New York, USA, and Hollywood in LA. The store is expected to establish itself as an immersive store showcasing popular IPs by showcasing K-pop IPs that IPX has actively collaborated with K-pop artists, such as BT21 and TRUZ, as well as exclusive collections in collaboration with NBCUniversal. In particular, as the K-culture craze spreads around the world, IPX is expected to strengthen its global position by strengthening the accessibility of stores for global consumers and expanding brand contact points for North American fans beyond Asia with its own IP business know-how.

Starting with “LINE FRIENDS New York Times Square Store,” which was the first regular store in the US and a landmark in New York, IPX opened “LINE FRIENDS LA Hollywood Store” sequentially on the “Walk of Fame” in Hollywood, LA, the center of pop culture trends. At that time, more than 1,000 people lined up before the store opened, and 18,000 people visited during the weekend, and received explosive interest from the local community, and successfully opened a regular store.

The newly opened “LINE FRIENDS SQUARE Universal Citywalk Hollywood Store” is located in Universal Citywalk, a complex cultural space in LA's leading entertainment theme park “Universal Studios Hollywood,” which attracts millions of visitors every year. Universal Citywalk is a spot that combines a variety of restaurants, live performances, and unique stores, and is constantly visited by local Americans as well as tourists from all over the world.

IPX's diverse character IP content is screened on a large LED screen installed at the entrance of the store to match the unique signboard atmosphere unique to Universal Citywalk, catching the attention of visitors. Also, in front of the store, a colorful neon sign designed with BT21 members “RJ” and “COOKY” draws the attention of fans.

The interior of the store is a one-stop shopping space where you can find IPX's global IP, LINE FRIENDS original characters and artist IP-related products in one place, welcoming global fans who love characters and K-pop. In addition to statues installed throughout the store, mirror photo zones decorated with K-pop character IPs such as BT21 and zeroni (zeroni) have been set up to enhance the sense of immersion so that visitors can feel the IP more closely.

Furthermore, the NBCUniversal exclusive collection in collaboration with BT21 stimulates the desire to own a collection with plush, clothing, accessories, and lifestyle items. The “Colle X Universal Collection,” a collaboration between IPX's customized lifestyle brand COLER (Collet) and Universal's signature character IPs “Despicable Me & Minions,” “Trolls,” and “Felix the Cat,” was also released with key rings, stickers, etc., and can be decorated with items that emphasize individuality, such as bags and phone cases, to capture the tastes of Gen Z in the US.

Fans who visited the store received enthusiastic responses, such as “K-pop is popular in the US, so I'm happy to be able to buy products related to popular artists directly in the US,” and “As a BT21 fan, I'm moved by the fact that my favorite characters greet me from the outside of the store.”

An IPX official said, “It is very significant to open a regular store in Universal Citywalk Hollywood, the center of American entertainment,” and “as we are expanding our regular overseas stores from LINE FRIENDS Square Shibuya in Japan last year to Universal Citywalk in the US, this opening will serve as an opportunity to further strengthen IPX's position in the global market with K-culture-specific content centered around the K-pop IP business, and we will continue our efforts to showcase all popular IPs at home and abroad.”