Following the success of its permanent stores in New York and LA, IPX has opened the ‘LINE FRIENDS SQUARE Universal CityWalk Hollywood’ store at Universal CityWalk in Los Angeles, drawing significant attention from local visitors.

The store showcases a concentrated range of K-pop IP businesses, including BT21 and ZEROBASEONE, expanding the immersive offline experience for popular K-pop IPs that resonate with global fandoms.

Visitors are drawn to the store by a large LED screen introducing K-pop character IPs, vibrant neon signs featuring BT21 members, and dedicated photo zones.

The store maximizes collectible value through exclusive NBCUniversal collections and various collaborative products, strengthening its IP business influence in North America by expanding touchpoints with global fans.

[April 28, 2025] Digital IP entertainment company IPX (formerly LINE FRIENDS) successfully opened its third permanent store in the U.S., the "LINE FRIENDS SQUARE Universal CityWalk Hollywood Store," at Universal CityWalk Hollywood on the 25th (local time). The store saw a massive turnout of local fans on its opening day, proving its immense popularity and further expanding the company's retail influence in the North American market as a leader in the global IP business.

The "LINE FRIENDS SQUARE Universal CityWalk Hollywood Store" follows the company's previous permanent locations in New York’s Times Square and LA’s Hollywood. The new store is set to become an immersive destination showcasing popular IPs, featuring K-pop IPs developed through IPX’s active collaborations with artists—such as BT21 and TRUZ—as well as exclusive collections created in partnership with NBCUniversal. As the K-culture wave continues to spread globally, IPX aims to leverage its unique IP business expertise to enhance accessibility for global consumers and solidify its international presence by expanding brand touchpoints for fans beyond Asia and into North America.

IPX began its U.S. expansion in 2017 with the "LINE FRIENDS New York Times Square Store," which has since become a local landmark. This was followed by the opening of the "LINE FRIENDS LA Hollywood Store" on the iconic Hollywood Walk of Fame, a hub for pop culture trends. Both openings were met with explosive local interest, with over 1,000 people lining up before the doors opened and 18,000 visitors recorded over the opening weekend.

The newly opened "LINE FRIENDS SQUARE Universal CityWalk Hollywood Store" is located at Universal CityWalk, the vibrant cultural complex at Universal Studios Hollywood, an iconic LA entertainment theme park that attracts millions of visitors every year. Universal CityWalk is a popular destination known for its mix of diverse restaurants, live performances, and unique shops, drawing a constant stream of both local residents and tourists from around the world.

In keeping with the unique, eye-catching signage of Universal CityWalk, a large LED screen at the store entrance displays a variety of IPX’s character IP content, instantly capturing the attention of passersby. Additionally, vibrant neon signs featuring BT21 members "RJ" and "COOKY" are displayed in front of the store, drawing fans in for a closer look.

The interior is designed as a one-stop shopping space where visitors can find everything from IPX’s original LINE FRIENDS characters to artist-related IP products, welcoming global fans of both characters and K-pop. The store features statues throughout and mirror photo zones decorated with K-pop character IPs like BT21 and zeroni, creating an immersive experience that allows fans to feel a closer connection to their favorite characters.

Furthermore, the exclusive NBCUniversal collection featuring BT21 includes plushies, apparel, accessories, and lifestyle items that are sure to be must-haves for collectors. The "COLLER x Universal Collection"—a collaboration between IPX’s customization lifestyle brand COLLER and iconic Universal character IPs like Despicable Me & Minions, Trolls, and Felix the Cat—has also been released. Featuring keyrings and sticker icons, these items allow customers to personalize their bags and phone cases, perfectly catering to the tastes of Gen Z in the U.S.

Fans visiting the store shared their excitement, with comments such as, "Since K-pop is such a huge trend in the U.S., I'm so happy to be able to buy artist-related products that are popular in Korea right here in the States," and "As a BT21 fan, I was so moved to see my favorite characters welcoming me from the moment I saw the store exterior."

An IPX representative stated, "It is incredibly meaningful to open a permanent store at Universal CityWalk Hollywood, the heart of the U.S. entertainment industry. Following the opening of LINE FRIENDS SQUARE Shibuya in Japan last year, this expansion into Universal CityWalk marks a significant step in growing our international footprint. This opening will serve as a catalyst to further strengthen IPX’s position in the global market through K-culture-focused content centered on our K-pop IP business, and we will continue our efforts to showcase popular IPs both domestically and abroad."