- 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 launched 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 through IPX's unique creativity, can be seen not only at the opening ceremony but also at major Seoul landmarks, on public transportation, on the media facade of Shinsegae Main Store, and at the LINE FRIENDS New York Times Square store. These special moments, showing LINE FRIENDS characters with their global fandom enjoying the allure of Seoul, were showcased on large screens in both Seoul and New York, captivating global attention.

At Gwanghwamun Square's 'Wonder Plaza,' open until the 6th for the long holiday weekend, visitors are greeted by scene-stealing mega balloons: a 7-meter-tall giant 'BROWN' and a 4-meter-tall 'minini LENINI.' The adorable sight of BROWN in a retro 'Seoul' T-shirt and LENINI enjoying music with headphones has permeated Gwanghwamun Square, a representative landmark of Seoul, drawing crowds daily as people flock to capture the moment. The 'Wonder Plaza' at Gwanghwamun Square also features brand booths and various events, attracting global tourists eager to purchase 'Seoul'-themed souvenirs.

Visitors' reactions have been enthusiastic. Comments include, "A giant BROWN in a Seoul T-shirt! BROWN is definitely cuter the bigger he is," "I came to Gwanghwamun for a spring outing, took a photo with BROWN and LENINI, and truly felt the spring atmosphere," and "I wanted to buy a souvenir, and I managed to get a BROWN Seoul Edition lucky pouch." A variety of enthusiastic 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 approximately 1,200 drones will create a spectacular light display themed 'Night of Seoul Festival.' Under the brilliant lights, the night sky over the Han River will be adorned with Gatekeeper BROWN appearing alongside traditional Korean lanterns, SALLY emerging on Namsan Tower as if heralding spring, and minini appearing with music that inspires dancing. This drone performance, capturing special moments of the LINE FRIENDS characters, will begin at 8:30 PM that evening. IPX aims to captivate family visitors enjoying the long holiday weekend, taking the lead in showcasing the charm of Seoul as it transforms into 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, a global hub for K-content and K-culture loved by people worldwide.