- The "Seoul Spring Festa," featuring IPX's globally popular characters LINE FRIENDS and LINE FRIENDS minini, generated buzz as a 7-meter giant BROWN and a 4-meter minini lenini became popular photo spots in Gwanghwamun Square.

- BROWN, Cony, Sally, and minini appeared in a special video at the "Seoul Wonder Show" opening ceremony, which featured K-pop performances. They also appeared on large screens at major Seoul landmarks and in New York's Times Square, widely promoting Seoul's charm to the world.

- On the evening of May 5th (Children's Day), over 1,200 drones will transform into LINE FRIENDS characters at Ttukseom Hangang Park, creating a spectacular light show featuring Gatekeeper BROWN, Sally visiting Namsan Tower, and minini accompanied by music.

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[May 2, 2025] Digital IP entertainment company IPX (formerly LINE FRIENDS) successfully unveiled the 'Seoul BROWN' project, featuring the globally popular LINE FRIENDS original characters and LINE FRIENDS minini, marking the grand opening of the '2025 Seoul Spring Festa'.

At the 'Seoul Wonder Show,' which kicked off on the 30th with a massive K-pop concert, a special animated video featuring BROWN, CONY, SALLY, and minini was screened. This video, which captures the charm of Seoul where tradition and modernity coexist, thanks to IPX's unique creativity, can be seen not only at the opening ceremony but also at major Seoul landmarks, on public transportation, on the Shinsegae Main Store media facade, and at the LINE FRIENDS New York Times Square store. Showcasing special moments of LINE FRIENDS characters, with their global fandom, enjoying the charm of Seoul on large screens in Seoul and New York, the event captivated global attention.

At Gwanghwamun Square's 'Wonder Plaza,' open until the 6th during the Golden Week holiday, a colossal 7-meter 'BROWN' and a 4-meter 'minini LENINI' mega-balloon stand as scene-stealers, greeting visitors with their impressive presence. The charm of BROWN in a retro-style 'Seoul' T-shirt and LENINI enjoying music with headphones fills Gwanghwamun Square, a representative landmark of Seoul, drawing crowds daily as people flock to capture these moments on camera. At Gwanghwamun Square's 'Wonder Plaza,' brand booths and various events are also running, attracting global tourists eager to take home 'Seoul'-themed souvenirs.

Visitors' reactions have been enthusiastic. "A giant BROWN in a Seoul T-shirt! BROWN is definitely cuter the bigger he is," "I came to Gwanghwamun for a spring outing and took a commemorative photo with BROWN and LENINI, really feeling the spring vibe," and "I wanted to buy a souvenir, and I got my hands on a BROWN Seoul Edition lucky pouch!" These diverse responses continue to pour in.

IPX will also participate in the '2025 Han River Light Show (Drone Light Show)' at Ttukseom Han River Park on the 5th, where over 1,200 drones will create a spectacle of light under the theme of 'Seoul Festival Night'. Under the brilliant lights, starting with Gatekeeper BROWN appearing with a traditional Korean lantern (cheongsachorong), SALLY appearing on Namsan Tower as if announcing spring, and minini emerging with music that makes you want to dance, will adorn the night sky over the Han River. This drone performance, capturing special moments of the LINE FRIENDS characters, will take place from 8:30 PM that evening. IPX aims to captivate family visitors enjoying the Golden Week holiday outing and lead the way in promoting the charm of Seoul, which has become the stage for a grand spring festival.

Meanwhile, the 'Seoul Spring Festa,' running until the 6th, is Seoul's largest festival, offering a chance to experience the city's diverse charms. It is a comprehensive cultural and tourism festival held in Seoul, the capital of South Korea and a hub of K-content and K-culture beloved by people worldwide.

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