LINE Thailand has unveiled its latest WOW! insights into digital life, based on data collected over the past year across various services on the platform, including communication, news consumption, health care, and daily spending. The statistics from all services reflect not only the popularity of features but also a more thoughtful and cautious behavior in the digital society, using digital tools to address feelings, concerns, and the changing rhythms of life. These overall insights embody the meaning of WOW! that has been present on LINE throughout the year.

  1. Thais Store More Files on LINE than Japanese Users

Thai users are increasingly utilizing the Storage feature on LINE after subscribing to LINE Premium, with usage rates four times higher than those in Japan. Heavy users store an average of 59 GB of files on LINE, emphasizing that Thais use LINE for various purposes beyond just chatting. Storing files is crucial to the digital lives of Thais, while the most popular app icon design is the dog pattern, beloved by many.

  1. Thais Prefer Using “Gold Card” for Online Doctor Consultations, Making Digital Life Seamless

There has been a significant increase in the popularity of “online doctor consultations” among Thais, with a sixfold rise in usage within just one month (October to November 2023) on the LINE HEALTH service. Users are primarily utilizing their “Gold Card” benefits for treatment, which facilitates access for those with minor ailments, eliminating the need for hospital visits. Spending behavior on LINE BK aligns with urban life rhythms, from scanning payments during lunch to applying for loans in the afternoon and transferring money in the evening, while LINE Pay continues to be used as a channel for social donations.

  1. Iced Green Milk Tea Replaces “Matcha” as the Year’s Favorite Drink

In a surprising twist, “Iced Green Milk Tea” has risen to become the top ordered menu item on LINE MAN, overtaking the continuously popular “Matcha.” Due to its higher price, “Iced Green Milk Tea” has become the perfect alternative, offering a similar taste and appearance at a more affordable and accessible price.

  1. “LGBTQ+” Becomes a Mainstream Trend Across All Services

This year, the LGBTQ+ trend continues to thrive across various LINE services, with a 92% increase in the growth of new Boy Love and Girl Love sticker sets on LINE STICKERS. The best-selling sticker in this category is Ling Orm – Only You The Series. Meanwhile, the LINE WEBTOON LGBTQ+ titles have doubled compared to last year, reinforcing the popularity of this content genre in Thailand as a mainstream trend. Popular Thai stories this year include “How to Win Over an Alpha Male,” which will be translated into multiple languages worldwide, and “Dear My Moo,” which has already been translated into Chinese.

  1. “Disasters” and “Salt Additions” Create a Vibrant Online Atmosphere Throughout the Year

It is undeniable that the topic of “disasters” has been a hot conversation since the beginning of the year, from earthquakes to flooding in the south, making it the most discussed topic among Thais on LINE TODAY. This has led to a clear growth in the LINE OpenChat community under the Home category, with condominium groups seeing a 16% increase in users immediately after the earthquake. Simultaneously, the phenomenon of “Salt Additions,” featuring the three-year-old daughter of actress Chompoo Araya, has also captured significant attention in entertainment news on LINE TODAY.

  1. Various Characters Win Hearts Across All Ages

It seems that adorable characters from famous artists continue to serve as a medium connecting them with their fans. In 2025, IPX (formerly LINE FRIENDS) created a buzz among cute enthusiasts with new IPs, including a special project with G-DRAGON called ZO&FRIENDS and NCT DREAM, introducing the Dreamiez characters and launching a pop-up store that received overwhelming responses from fans. Meanwhile, Sally, the beloved yellow chick, made her debut in a point-collecting campaign with Thai users for the first time on the LINE Wallet tab, bringing joy to cute enthusiasts as the year ended.

  1. Thai Vertical Dramas Gain Popularity

In recent years, “vertical dramas” have gained immense popularity in the Thai online world, influenced by Western and Chinese productions, with Thai vertical dramas also making significant strides. On LINE VOOM, Thai vertical dramas have seen viewership grow more than double that of foreign vertical dramas, reflecting the adaptation of Thai producers to this presentation format and the audience's acceptance.

  1. Online Gifts Peak in the Morning

Since the launch of the social gifting service LINE GIFT last year, user behavior shows that the most popular time for sending gifts to friends on LINE is at 10 AM. This is partly due to the birthday notification feature, allowing users to conveniently send gifts to friends at the start of the day. The most popular gift sent is eGift vouchers from famous coffee shops, with users setting a record of sending an average of 66 gifts per month.

  1. LINE OA Accounts Continue to Grow

LINE OA, the official account of LINE, remains a popular business channel in the digital world, as evidenced by the increase in new accounts from 6 million to 7 million last year, spanning various sectors including food and beverage, fashion, health and beauty products, and many others. This reflects that LINE OA continues to be a crucial channel for brands to connect with customers, facilitating communication, relationship building, and revenue generation, aligning perfectly with Thai consumer behavior.

When looking at all LINE services together, it is clear that the platform is not just growing but is also fostering a society that is learning to use digital tools with greater self-awareness. This is the true WOW! from LINE that has manifested in the lives of Thais throughout the year.