LINE Thailand continues to enhance the capabilities of Thai developers by organizing the LINE THAILAND DEVELOPER CONFERENCE 2025, the largest event of its kind in Asia, with over a thousand attendees. The conference showcased highlights on the use of AI and the new LINE MINI App tools to empower development and create new experiences under the theme of 'Engineering Next-Gen Experiences'. Participants from the business sector and students from Thai educational institutions gathered to listen to ideas, knowledge, techniques, use cases, and in-depth workshops aimed at fostering innovation and driving Thailand's digital economy into the future.

Currently, Thai developers are considered a crucial part of the digital economy. Statistics from GitHub indicate that Thailand has significantly fewer developers per capita compared to developed countries. Despite their smaller numbers, Thai developers possess high potential and can create work that meets international standards, with a ratio of apps developed per developer comparable to countries with strong software ecosystems. Supporting the enhancement of Thai developers' capabilities is not only about creating products that meet user needs but also about laying the foundation for Thailand to become a software hub in the region in the future.

Mr. Weera Kasetsin, Chief Technology Officer, stated that in just six years, LINE Thailand has grown from a software engineering team of only 15 people in 2019 to a robust team of over 100 developers today, along with strong partners like the LINE API Expert group. This positions us to drive the growth of the Thai developer community, particularly the LINE Developer Thailand Community, which has over 53,000 members, making it the largest LINE developer community in Asia.

This year's LINE THAILAND DEVELOPER CONFERENCE 2025 aims to elevate the work of Thai developers from today into the future, driven by LINE's Open Platform strategy, which encompasses four key pillars: People, focusing on community growth and collaboration with partners to enhance Thai developers' capabilities; Technology, aimed at expanding a stable and robust ecosystem; Process, which seeks to create tools that simplify development; and Product, which aims to deliver innovations such as LINE MINI App, Bot Marketplace, and seamless in-app payment tools. AI is viewed not just as a tool but as a 'Career Accelerator' that will transform how Thai developers work, enabling them to turn ideas into products more quickly, with higher quality, and create a broader positive impact on users.

This year's highlights focus on providing knowledge and programming techniques for Thai developers, featuring various technologies and new tools that will make service creation and innovation easier, faster, and more cost-effective. Updates on new features of the LINE API will help reduce complexity in development, while new solutions like LINE MINI App will allow developers to create services on LINE conveniently and cost-effectively. The integration of AI will accelerate development processes and enhance work efficiency.

New Features Update LINE API for Easier and Faster Development with Real Business Applications

 

This year, LINE has introduced numerous new features designed to simplify development and facilitate easier integration with AI for Thai developers. New tools like the LINE Bot MCP Server help connect AI Agents with the Messaging API without the need for coding; simply issuing commands with prompts can create Flex Messages or broadcast messages. The Coupon API allows for issuing digital coupons through LINE to encourage repeat purchases. The Simulate LIFF Switching function enables the simultaneous use of multiple LIFF applications, along with an upgraded LIFF CLI for more convenient development.

Another significant highlight is the LINE MINI App, a solution that allows for the creation of app-in-app services within LINE without requiring users to download a separate app. Leading brands such as FINNOMENA, TQM, MedCare, and Dusit Central Park are already utilizing it. The conference featured demonstrations of integrating AI technology with LINE MINI App across various aspects to shorten development time and enhance service efficiency.

Trends for Modern Developers Integrating AI Technology and LINE MINI App

An outstanding example of using AI technology integrated with LINE MINI App to create new services is TicketO, an event management solution that uses LINE MINI App as a comprehensive management center, integrating AI to assist in verification, screening, enhancing communication ideas, and summarizing insights. Before the event, developers can use AI like Input Guardrail to check file formats and content, and Output Guardrail to verify appropriateness before sending event details to users. During the event, participants can check in by scanning a QR code or via LINE Beacon, which automatically checks them in. Organizers can create activities such as quizzes, lucky draws, or booth missions on LINE MINI App with real-time insights. After the event, organizers can create surveys and use AI to summarize feedback and participant behavior for effective improvements in future events.

  

Another interesting example of using LINE MINI App and AI, along with LINE Beacon, to transform the Thai retail industry is AIYA, a provider of Location AI Marketing solutions. They presented the idea of using banners from LINE Beacon to create awareness of campaigns or special deals for users in proximity to stores, drawing them into the LINE MINI App. Brands can utilize data from LINE Beacon and LINE MINI App, along with their existing CRM databases, to allow AI to analyze insights for designing discount coupons, flash sales, or personalized offers instantly, ensuring they reach the right people at the right time. After customers redeem offers in-store, brands can also use AI to design models for recommending subsequent offers based on zone data, time, and redemption history. This provides a seamless connection between online and offline worlds, turning ads into real sales that can be measured and adjusted in real-time based on location.

To simplify the development of LINE MINI App, Thanarat Ruangrat, the second runner-up from the LINE HACK 2023 competition, introduced MINI AI Studio, a tool for easily creating LINE MINI Apps from short commands with minimal coding required. The backend creation is powered by AI, assisting in both 'Build' by acting as a Multi-Agent for prompt analysis and task distribution, logic, and LIFF page creation, as well as in 'Ship', or delivering the work to Test and Production automatically. Developers need to specify the specs, prepare data sources, and write clear prompts in MINI AI Studio.

Using AI to Empower LINE API Enhancing Group Bot for Modern Business Needs

The Messaging API remains a crucial component for creating services on LINE. At the event, Zwiz.AI showcased the potential of integrating AI to develop Group Bots that work more powerfully. The campaign “N’Zee”, an organizational group chat bot, started as an HR Bot to record leave and answer general questions like Wi-Fi codes and office numbers, sales records, and room bookings, before expanding with AI and LLM to handle more complex tasks or answer complicated questions using information beyond the organization, such as generating promotional ideas and summarizing data.

The highlight of the Group Bot is its systematic management of data in large groups, reducing redundancy and increasing organizational efficiency. When integrated with AI, it can continuously evolve to handle more complex tasks. Developers should design usage appropriately, such as separating bot modules by function and limiting their scope to operate only within groups for security.

Connecting AI to Business Data Unlocking Automation with MCP Server

 As businesses increasingly adopt AI as a work assistant, a significant challenge is that AI cannot directly access deep business data, such as inventory, orders, and sales. This led to the creation of the “Model Context Protocol” (MCP), likened to the “USB-C cable of AI”, which helps connect AI to specific platform data immediately. At the event, LINE Thailand developers demonstrated using the 'Function Calling' feature of LLM to retrieve data from the LINE SHOPPING API via the MCP Server, allowing AI to check stock, analyze sales, or create Flex Messages and send messages to LINE OA followers automatically with minimal coding required.

For businesses wanting AI to manage tasks on LINE OA, they can use the LINE Bot MCP Server, LINE's latest tool for Thai developers, as a key to connect AI Agents like Claude, Gemini, and Cursor with the LINE Messaging API to automate data retrieval and actions on LINE OA. This includes basic tasks like checking message quotas, sending broadcast messages, and updating Rich Menus, as well as more complex commands like checking message quotas before creating tasks or sending work for review before submission. During the event, LINE API Experts also showcased ideas for extending the use of the LINE Bot MCP Server to connect AI tools to create a Campaign Manager Agent, allowing businesses to 'converse' with AI to create campaigns on LINE OA all in one place.

Best Practices Using AI to Enhance Development

AI is not just an added 'feature' to enhance LINE solutions; it has become an important team member that helps developers work faster, more conveniently, and more efficiently. Especially in the era of LLM, issuing commands or prompts effectively requires developers to understand Context Engineering to provide clear specifications so that AI can understand and deliver targeted results. This includes (1) System Prompt, clearly defining AI's identity and role, using copilot-instructions.md as an onboarding guide for AI; (2) Available Tools, selecting tools for AI to assist in work, such as Gohan CLI, one of the available tools developed by the LINE Thailand team for creating microservices on LINE OA Plus easily and quickly within a unified framework; and (3) User Prompt, specific commands that should detail requirements and conditions for the task. The result is a faster development process that reduces complexity, akin to having a new team member working 24/7.

Another internal tool developed by LINE Thailand's developers using AI is Scouter, a Chrome Extension that measures web performance on services created through LINE OA Plus, integrating LIFF apps to address the pain point of summarizing performance metrics that were difficult to measure with traditional tools like Chrome Network Tab. The LINE Thailand development team created Scouter in less than a day using GitHub Copilot with NES (Next Edit Suggestion) to refine the code, enabling Scouter to display performance metrics concisely and quickly, along with features like exporting performance files for immediate reporting, allowing the team to focus more on productivity.

For SRE developers who emphasize system reliability, they often encounter numerous Technical Debts. The LINE Thailand development team has adopted GitOps, storing all configurations in Git using YAML and naming versions by the year and week of modification to ensure clear change history and easy tracking of configuration age. In the Ops section, CI is used to review YAML configurations, and ArgoCD, another internally developed tool, acts as a heavy-duty GitOps Agent to automatically test systems and predict issues before actual use. To address the complexity of YAML, the team has implemented YAML Language Server and Syntax Highlighting on VS Code/NeoVim to help check for code errors and uses AI to automatically suggest code before final review by developers, ensuring a systematic and secure workflow that not only saves time but also enhances the quality of development.

Another engaging activity at this year's event was the Hackathon, which provided a platform for new developers, including youth and students, to showcase their development potential through the challenge of “Designing a LINE MINI App for New Year Wishes” within two hours. The winning project was created by Team MooDev, students from King Mongkut's University of Technology Thonburi, who creatively designed a New Year card through LINE MINI App, allowing users to select emojis representing their feelings and using AI to transform those emojis into warm, meaningful messages to share with loved ones in just a few clicks. This serves as an example of how to integrate AI with LINE MINI App to create a new experience for users creatively.

The LINE Thailand Developer Conference 2025 is not only a platform for updating LINE's new technologies but also a connection point for developers, businesses, and the new generation to collaboratively drive Thailand's digital innovation under the concept of “Engineering Next-Gen Experiences”, viewing AI as a catalyst for career potential and a tool for creating future services. This year's event reflects that LINE is not just providing tools but is building an open ecosystem for Thai developers to turn ideas into real solutions, creating value for users and driving Thailand's digital economy into the future. Developers interested in technology on the LINE platform can follow updates at LINE: @linedevth, the LINE Developers Thailand Facebook page, and the LINE Developers Group Thailand Facebook group.