IN PHOTOS: PLAY LINE FRIENDS finally opens Manila store

Photos by Jerickson Abuel

It first started with a BT21 pop-up store. Now we’re getting the whole thing!

PLAY LINE FRIENDS opened their first ever physical franchise store in the Philippines last October 25, 2019 at Robinsons Manila. This means that we’re not only closer to the beloved OG LINE FRIENDS characters BROWN, CONY, MOON, and SALLY but we’re also getting more of BT21 items!

PLAY LINE FRIENDS is a sub-franchise brand for flexible global expansion of the LINE FRIENDS brand. Its model store opened on October 9, 2019, in Insa-dong, Seoul, Korea. Manila is the first overseas PLAY LINE FRIENDS store. The brand did a market test with BT21 store last December 2018 and the enthusiastic response of the Filipino fans was impressive.

The LINE FRIENDS merchandise is still available at its website ( The physical shop was conceptualized for the shoppers who want to experience the products before committing to buy. A recent study by Oracle NetSuite in partnership with Wakefield Research and The Retail Doctor says that 97 percent of shoppers still find it necessary to visit a physical shop before making a purchase. Amid the migration of retail stores to the online space, shoppers look for the simplified shopping experience in actual retail stores.

The PLAY LINE FRIENDS store is located at the upper ground floor of Robinsons Manila. The next LINE store is opening in the new Ayala By the Bay Mall this 2019, with more expansion plans for 2020.

To know more about PLAY LINE FRIENDS and its upcoming stores, products, and promotions, follow on Instagram and Play Line Friends on Facebook or visit

Take a peek at the store below:

Dan Gambe
Dan is born in the 90’s who talks a lot when he writes. He has a love-hate relationship with writing, is fond of cats, and thinks mangoes are the key to world peace. The chances of him phonezoning you lies between 80 to 90 per cent, but he’ll speak to you if you speak to him so don’t be shy!

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