LINE Pop-Up Store Singapore, May 2014

Japanese-Korean messaging app LINE has opened their first pop-up store in Singapore, on a prominent stretch of the core shopping boulevard of Orchard Road. It will run for a month and reap immeasurable marketing value from the high visibility and sure-to-grow lines of fans eager to buy their cleverly designed character merchandise.1

I dropped by on its first evening tonight with some colleagues, and we spent between $20–60 each. I would have spent $100, but put down a pack of 100 art postcards ($55) at the last minute. This is on top of the $40 I’ve spent on in-app purchase stickers over the last year or two of being on the platform. I don’t think any other messenger currently comes close in terms of having built brand loyalty or monetization potential that doesn’t involve serving ads or selling personal data.

Standing outside and watching the crowd, I remarked to a UX designer colleague that no other messaging app could pull off something like this in the middle of town, not WhatsApp, not WeChat. He correctly observed that none of the others have strong IP from which to make their own merchandise to even sell in a store.

“And it’s all this bloody kiddy stuff!”, I said, clutching a plastic bag filled with stickers and a pair of mugs that look like the faces of a bear and a bird. “It’s not kiddy,” he started to protest before going, “Oh alright, I guess it is.” Takeaway: “Kiddy” is largely irrelevant in Asia.


18-to-29-year-old females are its “core target,” says (U.S. CEO Jeanie) Han, explaining that in Asia, once girls were using Line, boys followed – and then this young “hip” user base helped bring in older users “like a domino effect.”

“People, especially young folks, are really adopting our stickers,” she says. “The ratio of people who are buying things online like our stickers is actually quite high in the U.S., as well as the people who are using our games inside our platform relative to the total number of users, so we’re quite optimistic in terms of our market in the U.S.” — Techcrunch, March 2013


The crowd lining up tonight was about 2:1 female to male, which seems in line with LINE’s targeting strategy. There were a few people who definitely looked over 40, and everyone present was walking out with stuffed toys, diaries, notebooks, plastic folders, tote bags, mugs, badges and the like, all emblazoned with Brown, Cony, Moon, Leonard, Sally, James, and other characters I can name because I see and employ their images in chat conversations on a daily basis. LINE is lovable, obsessionable. Few others are by design.

Against Facebook Messenger’s 200M monthly active users, LINE is said to have virtually the same MAU (out of 400M registered accounts). In comparison, WeChat (dominant in China) has 355M MAU, and WhatsApp has over 500M. I don’t consider WhatsApp and Facebook Messenger users to be the same thing2, and LINE has the greatest growth potential outside of its home country, especially in Asian countries with an affinity for Japanese culture, whereas the Chinese WeChat is likely to have a harder time. I’m pretty bullish about LINE’s success, even if their apps have a lot to improve on. For the record, LINE also reports significant revenues — $338M in 2013 — versus about $200M for KakaoTalk and $20M for WhatsApp.


  1. Within minutes of our arrival, I overheard a mom asking her two teenaged daughters, “What’s this about?”, to which they replied, “it’s kind of like WhatsApp.” 
  2. For one thing, WhatsApp is not functionally part of a platform, and probably won’t be merging with Facebook’s in the near future for various reasons. All the other messaging networks are at some stage of offering content, ecommerce, games, and enhanced communication services such as video-calling. 

ArtScience Museum, Nov 2014

Some iPhone photos from a recent visit. I’d been meaning to see the Eames one for months, but it’s always a bit hard to get out to the Marina Bay Sands because there isn’t a lot to do afterwards if you’re not in the mood for an expensive meal or drinks.

There are quite a few pieces in the Eames area, including some original interactive activities from an educational exhibit they designed, although the gallery layout leaves a little to be desired. A roughshod detail here, an odd pathway there, and lots of furniture out of reach, labeled “do not touch”, leaves you empty;  it’s only at the very end when you sink into a permitted Ottoman that you feel the humanity of their designs.

The Chanel Black Jacket photo exhibition is much more enjoyable to explore, because there’s nothing between you and the content on display.

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Here are the official exhibition summaries:

Explore the life and work of Charles and Ray Eames, the most famous couple in design.

Most known for their timeless furniture creations, their influence and innovation extended far beyond that into architecture, exhibition design, toy making and film.

CHANEL’s photographic exhibition dedicated to Karl Lagerfeld’s book “The Little Black Jacket: CHANEL’s classic revisited by Karl Lagerfeld and Carine Roitfeld” opens in Singapore, joining a new stage of the exhibition that underlines CHANEL’s values of creativity and modernity.

Discover the exhibition that pays tribute to CHANEL’s little black jacket. Through over a hundred photographs the jacket is adapted and worn differently by some of today’s greatest personalities in contemporary culture. Slipped on by the French singer, Vanessa Paradis, transformed into a headdress for the American actress, Sarah Jessica Parker, or adapted to Alice Dellal’s neo-punk look – this fashion masterpiece can adapt to any style.

Tandoori Corner

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Tried out an Indian restaurant near work today on the occasion of a visiting coworker’s farewell (amusingly, he’s going back to India and another Indian coworker felt it appropriate to suggest this place for lunch — we suggested he was feeling homesick himself).

It’s on Boon Tat street and quite good, although it’s probably best to come closer to 2pm; we stood outside for close to half an hour. I had the chicken tikka which was mildly spiced (if you’re a wimp like me and like to avoid discomfort).

Trophies as a Gift Idea

This is a bit of a long shot, but if you live in Singapore and need a unique gift, or just so happen to actually need an unironic, non-jokey trophy, consider Alpha Plus at Queensway Shopping Center.

We needed a silly trophy made for our departing colleague and creative partner, Christian, and they were able to turn it around in about 2 days for a fair price. You could probably make yourself one, just for kicks.

All manner of trophies and bludgeoning objects
All manner of trophies and bludgeoning objects
Several inside jokes involved
Several inside jokes involved here

Tricks & Cider

About two weeks ago, I kinda realized that two people I knew online were in a band together, and preparing to put out their first EP. I visited their website, bought the record when it came out, and ended up seeing them live at the Esplanade last Friday. Hear for yourself through the embedded player below.

In addition to Bandcamp, you can get the 5-song collection on iTunes and Spotify.

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At the Esplanade Outdoor Theater

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Lunchtime concert on Raffles Green