Continue to Evolve Without Fearing Failure: LINE Taiwan's Key to Success and Organizational Culture

2025.2.26 Leaders

This image focuses on LINE Taiwan's key to success and organizational culture, themed 'Continuously Evolving Without Fear of Failure.' A map is depicted in the background, and a man stands with his arms crossed.

In previous editions* of LY Corporation Story, we have introduced various use cases of LINE in Taiwan. Currently, most people in Taiwan use LINE, and it has become indispensable not only for communication but also for gathering information and in business settings.

Why has the service become so widely used in the market? We spoke with Roger Chen, Chairman and CEO of LINE Taiwan Limited (hereafter referred to as "LINE Taiwan"), about the reasons behind the company's success, including LINE Sticker initiatives, support for startup companies, and CSR activities.

*Previous articles on LINE services in Taiwan

This is a portrait photo of a man wearing glasses. The background features a map, evoking a business scene.

Roger Chen (Roger): Chairman and CEO of LINE Taiwan

Joined LINE Taiwan in October 2017 and currently serving as the Chairman and CEO. Roger oversees the overall business development of LINE in the Taiwan market and focuses on optimizing user experience of services to provide a more convenient and enriched digital lifestyle for users in Taiwan. While reinforcing investment in the market, Roger aims to create synergies between the LINE platform and local businesses, working daily to create new values and opportunities in the industry through collaboration with business partners. Roger holds a master's degree in Mechanical Engineering from National Taiwan University.

Usage of LINE, which has a penetration rate of 93% in Taiwan

――First, please tell us about the number of LINE users in Taiwan and how it is being used.

LINE was released in Taiwan in 2011 and has since offered a wide range of services. Out of Taiwan's population of 23.42 million, LINE's monthly active users have reached 22 million as of 2024. This represents a very high penetration rate of 93%, making it a communication tool for all ages, from children to the elderly. LINE is so prevalent in the market that there's no need to consider other tools--it is widely used not only for chatting with family and friends but also as a primary means of business communication by many companies. While exchanging business cards is common in Japan, in Taiwan, it is more typical to exchange LINE accounts and communicate via LINE chats and calls.

――What other services does LINE Taiwan offer?

LINE Taiwan focuses on businesses in communication, content, e-commerce, mobility, fintech, and business solutions. In each of these domains, we offer localized services that take into account Taiwanese culture and local user preferences.

For example, the news content service "LINE TODAY" delivers news that interests users and popular content, as well as information on disaster, traffic, and so on. It currently has over 18 million monthly active users in Taiwan, making it an essential platform in users' daily lives.

Additionally, in collaboration with Taiwanese expert organizations, we released "LINE Fact Checker" to address the issue of fake news in Taiwan. Misinformation is quickly debunked through the service's official LINE account, and with more than 860,000 friends registered to the account, the service has gained credibility with users and is contributing to the improvement of media literacy among people in Taiwan.

Furthermore, the popular "LINE GIFTSHOP" is the largest social gifting service in the market, enjoyed by one in three people for sending gifts to their LINE friends. By continuously meeting the diverse needs of users through these various services, LINE has become a highly popular brand in Taiwan.

In an office by the window, a man is sitting in front of a laptop, speaking. The relaxed atmosphere suggests a business meeting or interview.

――Why has LINE Taiwan been able to grow into such a popular brand?

LINE Stickers is one of the major factors that contributed to LINE's rapid growth in the Taiwan market. Before LINE, messenging tools only offered small emojis, making it difficult to fully convey emotions. However, the arrival of LINE's big stickers allowed for richer expression.

Users in Taiwan prefer to communicate their emotions clearly to avoid misunderstandings, and LINE Stickers met this need with its wide variety of expressions. Currently, each user sends approximately 1,235 stickers per year, highlighting their popularity.

Furthermore, since the launch of "LINE Creators Market" in 2014, users have been able to create and sell their original stickers. Through this platform, new and original stickers are being created and used every day on LINE.

We have also been actively working to enhance the presence of LINE Stickers. In 2022, LINE Stickers collaborated with local creators in Kaohsiung City and the city became a stage for its characters to revitalize the local community. Additionally, at Creative Expo Taiwan (a major exhibition for Taiwan's creative industries), large balloons of popular stickers like "Thenothingseal," "Machiko Rabbit," "VITA VITA," "DOCA," "Meow Zhua Zhua," and "PP mini" were floated on the river known as Love River, capturing the attention of not only Taiwanese people but also tourists. Through these activities, we are creating interest in LINE Stickers among users and the market.

This is a photo taken from above, capturing a nighttime cityscape. Along the river, illuminated buildings and bridges convey the city's vibrant energy.

The scene features a futuristic building by the water and a large white character balloon floating nearby. The expansive blue sky adds a calm and serene impression.

A large purple balloon floats on the water, set against a backdrop of a bridge and cityscape during sunset.

In this way, as LINE Stickers become exposed and used by many, the value of their intellectual property increases. This leads to the expansion of the licensing business, creating a virtuous cycle where new creators emerge. By 2024, Taiwan's top 10 creators have achieved an average cumulative sales of 1.52 billion yen, thereby establishing a "character economy."

Watch the balloons floating on Love River in the following YouTube video.

This year, we announced the top 10 sticker rankings for 2024, and most of them were popular stickers that have won awards in the past. The top-ranked "Lan Lan Cat" has been on the list for several years. The creator of this sticker, Mochi Dad, did not start out as a sticker creator. After graduating from university, Mochi Dad began a business at a night market but later decided to leave that job to focus on creating LINE stickers. Lan Lan Cat quickly became a sensation and is now one of the most famous sticker characters in Taiwan.

The popular LINE sticker ranking is displayed, showcasing ten different characters.

So far, there have been over 1 million creators in Taiwan, with more than 10 million stickers produced. It is truly wonderful to see such vibrant creative activity taking place in Taiwan.

Contribution to Taiwanese society through the LINE platform

――What other initiatives are undertaken by LINE Taiwan?

We have engaged in various activities to make a positive impact on Taiwanese society.

In 2015, we launched the "LINE PROTOSTAR Program" to support startup companies in Taiwan. LINE Taiwan collaborates with startups to create services on the LINE platform and provides training in business strategy, marketing, and technology development. Additionally, we offer multifaceted support such as creating opportunities for developers and startups to connect with LINE's extensive user base and investors. So far, over 50 startup companies have participated and achieved significant growth.

Moreover, we launched the "Love to Donate Blood" official LINE account in collaboration with the Taiwan Blood Services Foundation in October 2016. This was the first official account that utilized LINE's bot feature to help alleviate the blood shortage issue faced by Taiwanese society due to aging and declining birth rates. Through this account, users can find information such as nearby blood donation sites, parking options, and blood types in demand. Additionally, users can receive personalized push notifications, such as post-donation care tips and the next eligible donation date.

From April 2020 to the end of June 2022, blood donation buses wrapped with LINE FRIENDS characters were stationed at five locations in Taiwan, successfully collecting over 288,000 bags of blood. Data shows that 37% of the donors were 33 years old or younger, indicating an increased interest in blood donation among the younger generation. The official account has over 1.44 million friends, aiding in blood donation activities every day.

In addition, LINE Taiwan has introduced volunteer leave as an employee benefit to encourage employee participation in charitable activities. Over 100 employees participated in a blood donation event held in January 2024.

Currently, there are 14 official LINE accounts collaborating with charities and public interest groups, facilitating various social contribution activities. As a company, it is essential to not only focus on business growth but to also leverage the LINE ecosystem we have built to address various societal issues and contribute to the community.

A pink bus featuring LINE FRIENDS characters is parked with a message promoting blood donation.

Inside the blood donation bus, people wearing LINE logos are donating blood and posing with heart-shaped signs.

Developing an organization that supports creativity and accepts challenges

――As the CEO, what do you consider most important when developing an organization.

LINE Taiwan focuses on employee education to maintain creativity and an innovative spirit among employees. Recently, we have been conducting internal seminars on AI to ensure that all employees, not just engineers, can leverage AI's benefits. We also developed customized AI for each department to enhance the efficiency of tasks and projects.
The goal of using technologies like AI is not only to streamline employees' work but to provide users with more convenient and enjoyable services. We also strive to create opportunities for actively learning various technologies and tools other than AI.

Additionally, we regularly hold events like hackathons to encourage employees to proactively suggest improvements, generate new ideas, and foster cross-departmental teamwork. These events are open to all members of LINE Taiwan, not just developers, and members from different departments form groups to exchange opinions and brainstorm. The company supports outstanding projects through funding, aiming for their release.

LINE Taiwan has many employees who actively pursue new initiatives and act responsibly. It is a flat organization where anyone can speak up freely across departments and teams, enabling transparent communication. We intend to continue embracing and maintaining this excellent culture.

――Is there anything you regularly communicate to the employees of LINE Taiwan?

While practicing this mindset myself, I always tell everyone at LINE Taiwan not to be afraid of failure. Before LINE gained widespread support, we experienced numerous trials, errors, and failures. If we fear failure too much in order to maintain the status quo, we won't be able to create anything new. Not being afraid of revamping products or introducing new ones is key to fostering innovation and continuing progress.
It is important to always consider the needs of users, collaborate with teams through trial and error, and persevere in taking on challenges. Even if mistakes are made, you can correct your course and continue moving forward.

A man in a suit is standing and smiling in front of a panel displaying LINE's principles on the wall.

Strengthening the platform to support a wide range of users

――What will LINE Taiwan focus on reinforcing?

As I mentioned earlier, LINE is now used by 93% of people in Taiwan in various aspects of daily life. This means that users have high expectations for LINE, and reactions can be significant when issues or changes occur in the service. Therefore, it is crucial to clearly explain why problems are happening or why changes to products are necessary to gain user understanding. As an influential platform, we aim to enhance communication with users to ensure they can use LINE safely and securely.

While LINE is a handy tool that anyone can easily use, there are also people who attempt account takeovers or scams. In the past, account takeovers have occurred which severely impacted users and those around them. To swiftly reduce such harm, we hold daily discussions on improving products and processes to prevent fraud, incorporating user feedback along the way. In addition to product improvements, it is also important for users to know how to avoid becoming victims themselves. Therefore, we will actively promote educational activities to enhance their digital literacy.

――Finally, could you share what LINE Taiwan aims to achieve in the future?

As a technology company, we aim to continuously learn and incorporate AI and other cutting-edge technologies to further strengthen the LINE platform. By leveraging this platform, we will continue to provide services and solutions that support a wide range of users, including businesses, government organizations, schools, public interest groups, and creators.

On top of that, we aim to create synergies with family services offered in Taiwan, such as LINE Pay and LINE Bank, to provide better services to users and positively impact Taiwanese society. To achieve this, LINE Taiwan needs to continue growing. We will keep learning and moving forward without fearing failure.

A large group of people is gathered in front of an office building, holding a banner that reads "LINE Bank."

Explore the office and meet some of LINE Taiwan's employees in the video below.