LINE Consumer Business announced its success in 2021, showcasing continuous user growth across all sectors including LINE STICKERS, LINE MELODY, and LINE Astrology. The company is restructuring in 2022 towards LINE CREATORS BUSINESS and VOIP BUSINESS to support the growth of the creative culture, aiming to propel Thai creators into the international market while expanding the VoiP business to cater to diverse lifestyles and provide the best experience for users.

Mr. Narasit Sithiwetwajit, Vice President of Operations at LINE Thailand, revealed that in 2021, despite challenging circumstances, the commerce sector under LINE Consumer Business continued to grow robustly. Over 1 million Thai creators collaborated with LINE (LINE Creators), with more than 5.3 million sticker sets available in the Thai market. There are over 18,000 authorized LINE STICKERS or LINE Verified Reseller stores. Meanwhile, the initiative to push Thai creators into the IP Business has made significant progress, with over 28 creators now involved in IP Business, collaborating with brands such as AIS, UNIQLO, NIVEA, The 1, LION, and LINE SHOPPING. One notable project initiated last year is THE NEXT CREATORS, a reality show that not only provides opportunities for emerging creators to showcase their skills and collaborate with global brands but also serves as an educational platform presenting the creative process in the creator profession, garnering significant viewer interest and positive feedback.

Regarding LINE MELODY, the ringtones and waiting tones for LINE Call have also seen rapid popularity growth, with over 2.2 million monthly users in 2021, a 600% increase from January 2020. Currently, there are over 38,000 songs from more than 43 music partners and distributors, both domestic and international, with Universal Music joining in September 2021. Additionally, LINE MELODY MUSIC CHARTS reports the top songs each month based on downloads, reflecting the popularity of songs and artists, enhancing user enjoyment and trendiness. At the end of last year, LINE hosted the LINE MELODY MUSIC AWARDS CONCERT, a live concert broadcasted on 88 BTS trains, alongside online streaming across all LINE MELODY channels, marking a significant integration of online and offline lifestyles on the LINE platform, showcasing LINE MELODY's success in providing users with a fulfilling musical experience.

Meanwhile, LINE Astrology averages around 3 million daily users, offering online services ranging from making wishes, merit-making, to fortune-telling and more. The most popular services include wish-making and merit-making from Phra Phutthachao Tan Jai at Wat Phra That Doi Kham and fortune-telling during the Chinese New Year. User numbers peak mid-month and at the end of each month, coinciding with lottery results, as well as during major religious festivals like New Year and Chinese New Year, with over 3,500 users utilizing wish-making and merit-making services in 2021.

“In 2022, we remain committed to creating the best experiences on our platform while developing and enhancing the potential of Thai creators to compete in the global market. We have restructured our operations under LINE Consumer Business with the strategy of 'Empowering Thai Creative Culture' to support the growth of the creative culture and improve access to future business opportunities. We have divided the business into two main groups under LINE Consumer Business:

  1. Creator Business Group (LINE CREATORS BUSINESS) led by Ms. Thammaradee Praipirunrojt, Senior Manager of Consumer Product & Business Development.
  2. Voice-over Internet Protocol (VOIP BUSINESS) led by Ms. Kritakorn Tekittipong, Head of Consumer Product & Sales/Marketing.” Mr. Narasit added.

Advancing Creator Development and Creative Business with the New 'LINE CREATORS BUSINESS' Unit

The LINE STICKERS business group has been transformed into LINE CREATORS BUSINESS, focusing on empowering creators to produce works at all levels, from sticker creation to commercial arts in various forms such as licensing IP business and NFTs, through a new Creators Development Program that supports creators at every stage of growth comprehensively. Furthermore, the emergence of Non-Fungible Tokens (NFTs) as digital assets representing creative works in the digital world has created more business opportunities for creators both globally and in Thailand. LINE CREATORS BUSINESS plans to establish the LINE CREATORS Academy to provide knowledge related to NFTs from basic to advanced levels for creators and interested individuals, aiming to help creators develop skills and create works to meet the booming NFT market. The goal is to elevate the LINE CREATORS NFT market further by launching LINE CREATORS NFT for Business for businesses interested in leveraging NFTs for commercial purposes, such as creating utility for brands to enhance product value and create a more distinctive image. Currently, LINE Thailand has partnered with leading NFT marketplaces such as EAST NFT, Bitkub NFT, Coral by KASIKORN X, and Zixel by Zipmex.

Diving into VOIP Business through LINE MELODY Enhancing LINE Call Experience with New 'Online Astrology' Service for Astrology Enthusiasts via LINE Video Call

Following the significant success of LINE Call and LINE VDO Call, which saw usage rates grow by over 20% and 30% respectively last year, LINE MELODY has become a highly potential business group, enhancing the user experience and adding vibrancy to LINE Call. Therefore, we are elevating this business group to VOIP BUSINESS, focusing on internet-based calling. This year, we will introduce new features such as the “Assign by Friends” feature that allows users to set waiting tones based on their friends' names in LINE. Additionally, we plan to expand services to a broader user base, particularly those who enjoy country music. Furthermore, we will introduce full online astrology services with leading astrologers, allowing users to book appointments, make payments, and receive services via LINE VDO Call on a single platform. At the same time, we continue to prioritize promoting and enhancing artists' works through LINE MELODY MUSIC CHARTS and LINE MELODY MUSIC AWARDS CONCERT to support artists and promote quality music works from both small and large labels, gaining recognition and popularity among fans through LINE MELODY.

“In the past two years, the world has changed rapidly, and it is clear that Thai people are not just adapting but are keeping pace with global changes remarkably well, whether it’s working from home effectively or engaging in online shopping and activities. Particularly, the technology of blockchain has garnered significant interest, making Thailand one of the leading countries to adopt it widely. As a Life Platform, we have the responsibility to adapt to these changes to harness the creative potential of Thai people and respond to or even surpass leading countries in the world. LINE Consumer Business will be a driving force in the business sector to extend Thai creativity and culture to the global stage using new technologies like NFTs or new services that cater to Thai lifestyles, such as online astrology,” Mr. Narasit concluded.

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For more information about LINE Thailand, contact [email protected]

or Idea Works Communications Co., Ltd. contact Thapanee Nantawisai at 091 7904519