You may know that LINE is a service provided by LY Corporation. But you might be surprised to learn that LINE users in Asia, particularly in Taiwan, Thailand, and Indonesia, enjoy a range of services beyond just LINE's chat function. In this edition, we will introduce a day in Taiwan where LINE Pay, a mobile payment service; LINE GO, a taxi booking and car rental service; and LINE GIFTSHOP, a gift-giving service for LINE friends, are used. Enjoy a day using LINE in Taiwan with Mr. Alex Chen, who lives in Taipei.

Off we start from Dihua Street in Dadaocheng!

Dadaocheng is one of Taipei City's historic districts. It flourished as a major port town in Taiwan from the mid-1860s, with many shops and tea houses. Dihua Street is the main street and commercial center of Dadaocheng. Today, it remains Taiwan's largest area for Chinese medicine, dried foods like mullet roe, and fabric wholesalers.

Mr. Chen, who lives in Taipei, has come to visit Dihua Street. He looks intrigued by the rows of dried goods lined up in front of the stores. Working as a company employee in Taipei, he enjoys using his days off to shop and explore around the city. We will dive into a day with Mr. Chen, who frequently uses LINE services such as LINE Pay and LINE GO!

Paying a visit to a matchmaking spot dedicated to the god of love. Offerings can also be made with LINE Pay.

Mr. Chen's first stop is at Xia-Hai City God Temple which is located at the entrance of Dihua Street. Enshrined here is the Matchmaking God renowned for his powers in romance. It is a favorite destination for Taiwanese and Japanese tourists alike. "Lately, things haven't been going well with both work and romance, so I wanted to pray today to change that," he says, purchasing three incense sticks at the counter and beginning to pray earnestly in front of the incense burner.

The tradition at Taiwanese temples is to clearly announce your name, address, and date of birth in your mind, make your wish, and bow three times.
Mr. Chen follows the tradition and takes his time to make a prayer at the incense burner before he enters the main hall.

In a luxurious robe is the City God, the temple's god, with the Matchmaking God sitting to the right. The heart-shaped embellishments on the base show that he is the god of matchmaking.

In the main hall, the main deity, the City God, and the Matchmaking God come into view. The City God is believed to bless traffic safety and career success, while the Matchmaking God is famous for successful romance.

After praying earnestly to both deities, Mr. Chen buys a protective charm. He is about to leave the temple, but he takes out his smartphone and seems to be engaged in something.

Mr. Chen engaged with something on his smartphone

"We can make offerings here with cash or online, and LINE Pay is also an option. It's convenient to make offerings with just your smartphone."

In Taiwan, some temples and shrines allow you to make offerings with LINE Pay, including this Xia-Hai City God Temple, which accepts donations using LINE Pay from TWD 100. In Japan, not having coins for offerings or scrambling to find them while in line for prayers can be a hassle. Mobile payment for offerings makes it much easier.

Making a TWD 100 offering with LINE Pay

After making an offering with LINE Pay, Mr. Chen is heading to Dihua Street for some shopping.

Shopping for a gift for someone special at a variety store on Dihua Street

Mr. Chen's next stop is Baishi, a variety store located just a five-minute walk away from Xia-Hai City God Temple. This store is in the Art Yard, a shopping complex which used to be a tea and fabric shop. The store has a particularly chic atmosphere right from the entrance.

Among the bags, keychains, incense, and solid perfumes, Mr. Chen appears to be seriously looking into each item.

"I want to give something to my mother and sister who are always looking out for me. Oh, that handkerchief over there looks good," says Mr. Chen. He seems to be picking out just the right handkerchiefs for his mother and sister from the store's wide selection.

Two handkerchiefs chosen by Mr. Chen for his mother and sister

"I've decided on these. The fruit motif is so cute."
Mr. Chen chose handkerchiefs with orange and kiwi patterns. Made from a soft material, they seem very practical. According to the shop assistant, Dihua Street once thrived as a commercial hub, especially with vibrant trade in fabric products and tea leaves. That's why this store features a wide selection of high-quality scarves and handkerchiefs.

Mr. Chen pays for the handkerchiefs using LINE Pay on his Apple Watch. Apple Watch is very popular in Taiwan, particularly among young people who frequently use LINE Pay on it as well as on their smartphones.
People in Taiwan appreciate the ease of paying without having to take out a smartphone.

With his payment smartly completed, Mr. Chen seems to enjoy continuing his walk around Dihua Street.

Find the perfect spot with the Treasure Map!

With its blend of Baroque-style historical buildings and modern structures, Dihua Street has a retro atmosphere.
After a 30-minute stroll through Dihua Street, Mr. Chen seems to be looking for a place to rest. At an intersection, he takes out his smartphone and starts searching for something.

Mr. Chen at an intersection looking for something on his smartphone

A peek at his smartphone reveals the Treasure Map, which lets you search for nearby LINE Pay merchants.

This Treasure Map can be accessed from the LINE app and helps you find shopping facilities, cafes, convenience stores, and bars that accept LINE Pay, based on location information.
Mr. Chen spots a stylish cafe about 5 minutes away on foot and decides to go there.

After walking about 5 minutes from Dihua Street, he reaches "Oh mi! Cafe" in Datong District, Taipei.
This coffee shop, with its attractive and stylish exterior, offers an extensive menu.
It's popular among young people, featuring espresso, hand-drip coffee, and homemade sweets.

Mr. Chen orders coffee and bread at the counter facing the street and decides to spend some time inside the coffee shop.
Of course, they accept LINE Pay, so his payment is cashless here as well.

After receiving his coffee, he goes to the basement eat-in space, where the atmosphere changes dramatically from the bright first floor to a calm interior with indirect lighting.

Mr. Chen takes a break from his Dihua Street stroll, enjoying his coffee and bread on the sofa.
"I'm so pleased to have found such a stylish cafe! I want to come back again!" he says, having discovered Oh mi! Cafe by chance through the Treasure Map and decides to visit again.

What is LINE GO, a service that can hail a taxi while relaxing at a cafe?

After a while, he takes out his smartphone again and is typing something.

"I have a place I want to go to next, so I'm thinking of using LINE GO to call a taxi," he says, planning to use the LINE GO taxi service to take him to his next destination.

LINE GO doesn't require a special app; you can call a taxi as long as you have the LINE app.
Just add LINE GO as a friend on LINE, enter the pickup and drop-off points, and you're all set.
You can also pay with LINE Pay or a pre-registered credit card when you get off, so there's no need for cash.

Additionally, the drivers who pick you up with LINE GO are pre-screened, ensuring a safe and secure taxi experience to the destination, free from overcharges that can occur outside Japan.
Moreover, many LINE GO taxis are electric vehicles, making them environmentally friendly.

A 15-minute taxi ride brings Mr. Chen to the destination.

Recharging after shopping at a city oasis loved by locals

Mr. Chen rides LINE GO to visit the Daan Forest Park in Daan District, Taipei. Located in the heart of Taipei, this is the largest park in the city and serves as an oasis for its residents. Mr. Chen seems to have come here for a walk and to be rejuvenated by the power of nature.

Formosan squirrel that lives in the park

This park, which covers an area equivalent to six Tokyo Domes, is home to many unique Taiwanese plants and animals. Mr. Chen enjoys a 30-minute walk, taking in the beauty of nature, with Formosan squirrels nesting in giant trees and swans swimming in the lake.

From the park bench, the sight of skyscrapers makes it evident that this place is an urban oasis.
"I come here often for a walk on my days off. It's close to the center with good access, and just taking a walk here is relaxing," he says.

As he speaks, he receives a message on his smartphone.

Conversation over the LINE app: "What about going to dinner tonight?" "Great, let's go to a food stall!"

"A college classmate from Tainan seems to be visiting Taipei and has invited me for dinner. We used to eat at food stalls a lot during our university days, so I'm planning to visit one today, just like we did back then!" says Mr. Chen.

With about an hour and a half until meeting his friend, he decides to go shopping and leaves the park.

"My feet are killing me!" Using LINE Pay, you can enjoy discounts at massage salons

After walking around Dihua Street and the park, Mr. Chen's feet seem to be wearing out. Just then, a massage salon sign appears at the perfect moment.

A massage salon appears just in time after a tiring shopping and walking spree

"The signs for 'Foot Bath' and 'Massage' are too tempting to resist. Since there's still time before I meet my friend, I'll go for a foot massage!" Mr. Chen says as he walks into the store.

The place Mr. Chen is visiting is Bu Lao Song Foot Bath Health Center, a renowned massage salon in Taipei that applies the health preservation concepts of traditional Chinese medicine.
From a range of courses and treatment times, including full-body shiatsu and aromatherapy foot massages, Mr. Chen selects the 40-minute foot bath massage.
He soaks his feet in herbal water to warm up while receiving a neck and shoulder massage for about 20 minutes. Then, he moves to the treatment booth for the 20-minute foot massage.

"Wow, this is incredibly relaxing! Taiwan is known for its foot massages, and the person massaging me now is so skilled, they seem to know every detail about my feet. If I didn't have to meet my friend, I would want to continue this forever," he laughs. Enjoying the foot massage, he is feeling so relaxed he could fall asleep right away.

But time is up, and he goes to the cashier to pay.

Mr. Chen finds a sign at the cashier and finds something

"This massage salon not only accepts LINE Pay, but also LINE Pay Coupon!" says Mr. Chen happily at the cashier.
The salon is a LINE Pay merchant and is currently running a limited-time campaign where users get a 10% discount on treatment fees when using LINE Pay for payment.

A sign at the massage shop entrance notes that using a LINE Pay coupon reduces the payment to 90%. (This offer is valid until the end of 2024.)

In Taiwan, many LINE Pay merchants have attractive discount campaigns like this. They can be found on the Treasure Map and coupons can be downloaded before making a payment.

"LINE Pay often has these campaigns, offering good deals. If I knew that I would get such a good deal, I should have chosen a longer course," Mr. Chen reflects, leaving the salon with mixed feelings of happiness from the discount and a slight regret for not choosing a longer course. His steps feel noticeably lighter, perhaps due to the massage.

Send a gift to a friend with a personalized message using LINE GIFTSHOP

For dinner, Mr. Chen and his friend go to Raohe Street Night Market, near MRT Songshan Station.
Taiwan is famous for its night markets, which are scattered throughout Taipei. These markets are bustling with street stalls offering not only delicious food but also fashion and miscellaneous items. With a wide variety of shops, including game stalls like pinball and target shooting, it's a popular place where just walking around gives you a sense of being at a festival.

Raohe Street Night Market, in particular, is easily accessible due to its close proximity to the station, attracting both locals and tourists and bustling with people.

"It's been a while!" Mr. Chen happily greets his friend in front of the night market.
As they walk around the night market, they will decide what to eat.

Raohe Street Night Market: A narrow path filled with stalls stretching close to 500 meters

"Oh, this lu rou fan (braised pork on rice) place smells amazing! Want to check it out?" "Sure, let's eat here," they agree, stepping into a shop just off the main night market street and ordering lu rou fan. The friend pays for the meal, saying, "I invited you, so it's on me."

Mr. Chen enjoys catching up on recent events and sharing old memories with his reunited friend.

"Today, I shopped, took a taxi, and visited a coffee shop and a massage salon, but I never had to take out my wallet. With more and more places accepting cashless payments, having LINE makes everything so convenient," he says cheerfully, referring to his use of LINE Pay and LINE GO.

Hearing this, Mr. Chen's friend recalls something.

"Oh, I just saw on social media that today is Lin's birthday (Mr. Lin went to college together). You can send gifts from LINE GIFTSHOP through LINE, so let's send him something with a message."
"That's a great idea! I heard he recently got a partner, so there might be a perfect gift for him," says Mr. Chen.

Quickly searching LINE GIFTSHOP, they discovered a Starbucks gift that says "生日快樂 (Happy Birthday)," perfect for a birthday. LINE GIFTSHOP (which is in the LINE app) offers a wide array of gifts, including those that can be used at dining places like Starbucks, as well as cosmetics, tickets for leisure facilities, department store vouchers, and more.
Messages can also be added as a greeting card, which makes it widely used for birthdays, weddings, baby showers, and other celebrations.

With a message, "Happy Birthday! Have a great time with your partner!" the gift is sent to a common friend from college.

Get a chance to draw a lucky ticket at night market stalls using LINE Pay!?

"It seems that some places at the night market now give you a lottery coupon when you pay with LINE Pay, so let's check them out," his friend suggests.
"That sounds great! Let's go!" they say, leaving the lu rou fan shop to explore the stalls again.

Mr. Chen and his friend come to a fruit juice stand. With his friend's information about a "lottery draw," he pays with LINE Pay and...

Receives a message from LINE saying, "Tap here"...

And he sees the message, "You've won 3 points!" For a limited time, you can earn LINE POINTS based on your purchase amount. (This offer is valid until the end of 2024.)

As with the night market stalls, Taiwan's LINE Pay frequently runs limited-time promotions that offer discounts or LINE POINTS. It's great that it's available not only in stores but also at night market stalls, making it easy to try out.

Spotting "LINE" everywhere: A day in Taiwan making the most of LINE

Drinking juice and sharing updates, Mr. Chen and his friend strolled around.
"Thank you for spending the day with me. We're going to enjoy a few more stalls before heading home!" he says as they vanish into the night market.

And so, Mr. Chen's day in Taipei, making the most of LINE services, comes to an end.

As you can see, LY Corporation's family services are used not only in Japan, but also globally, including Taiwan.
Especially in Taiwan, where LINE Pay is the No. 1 mobile payment service,(*) "LINE Pay" signs and displays are visible everywhere.
When you travel abroad, keep an eye out for LY Corporation's family services!

*Based on research conducted in September 2023 by Money 101, a Taiwanese financial instrument comparison platform.

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Interview date: August 27 , 2024
*The affiliations and titles in the article are as of the time of the interview.