Since its launch in 2011, LINE has grown into an essential life platform in Thailand. Today, around 80% of the population uses LINE, with some even saying, "If LINE stops, the country stops." This article explores LINE's journey in Thailand, its people-centered growth strategy, unique culture, and ambitions for the AI era.

LINE's Journey in Thailand and the Reasons Behind Its Strong Support

――First, can you tell us about LINE's journey in Thailand?

Nate:
LINE launched its services in Thailand in 2011. It was a time when digitalization was just beginning to take off, and the app quickly gained popularity. Today, it is used by approximately 54 million people―around 80% of the population―and has become a life platform.

LINE services are embedded across all age groups, from LINE STICKERS and LINE OpenChat for students, to LINE TODAY for working adults, and LINE GAME and WEBTOON for youngsters. Additionally, some 6 million LINE Official Accounts are utilized by businesses and government agencies. In this way, LINE has grown into an indispensable part of both everyday life and business.

――What do you think led to LINE being used by about 80% of the Thai population?

Nate:
It's not just about convenience―we've developed services that align with Thai culture and lifestyle habits. On LINE STICKERS, LINE FRIENDS characters and works by Thai creators are popular. On WEBTOON, comics by Thai creators are gaining traction both domestically and internationally. We also offer unique services rooted in Thai culture, including LINE Horo's online proxy prayer and offering services (for wish-making and for expressing gratitude) and donation services, as well as LINE TODAY's role as an official partner of the Thai national lottery.

LINE TODAY is already Thailand's number one news aggregation platform, but it draws especially high engagement on the 1st and 16th of every month, when the entire country tunes in to its live broadcasts of the national lottery draws. I believe this popularity comes from LINE's respect for uniquely Thai cultural practices and how it weaves them into the user experience.

A People-Centric Growth Strategy and Co-Creation Initiatives

――Could you tell us about the pillars of LINE Thailand's growth strategy?

Nate：
LINE Thailand's growth strategy is centered on people. It is built on three key pillars:

――Could you tell us about the programs you're implementing to foster co-creation with external partners?

Nate:
We emphasize an open platform strategy by releasing and updating our APIs on an annual basis. Furthermore, in recent years, we have been expanding the LINE MINI App platform and are growing the community, primarily driven by our evangelists. Additionally, the LINE Developer Community hosts programs such as LINE DevCon, Hackathons, and Meetups, creating new value with numerous external partners.

Creating a Workplace and Organization that Leverages Thai Culture and Focuses on People

――How is your people-centric philosophy reflected in your workplace development?

Nate:
Our greatest asset is people. That's why we are committed to creating a comfortable and supportive work environment. Our office is located in the heart of Bangkok, making it easily accessible from all parts of the country. Furthermore, we were quick to adopt work-life balance initiatives and hybrid work models, prioritizing systems focused on well-being and maintaining a welcoming office atmosphere.

These efforts have been highly recognized in the "best companies to work for" rankings. Moreover, this culture forms the foundation for new service development. A prime example is the food delivery service LINE MAN, which was created based on feedback from employees and users―driven by speed and a startup spirit.

――Could you tell us about the distinctive culture of your office?

Nate:
In addition to the Users Rule mindset and startup spirit we've inherited from Japan, we place great value on Thailand's unique culture. For example, it's common in Thailand to call colleagues "P' (Pee)," a respectful term for older siblings―and at LINE Thailand, we use it to show respect for talented individuals regardless of age. This flat culture, where everyone's voice is heard regardless of their title, forms the foundation of our results-driven organization.

――As CEO, how do you approach building relationships with employees?

Nate:
I make a point of visiting the floor and sitting alongside our team members to listen to them directly. Doing so helps me catch small issues, which can sometimes lead to discussions and improvements. Even employees who don't usually get a chance to speak with me feel more at ease opening up about their concerns when I sit next to them. During short breaks, I'll stop by their desks and ask, "How's it going?" or "What are you working on now?" Those interactions give me energy―though I'm not sure the team feels the same way (laughs).

A Future Challenge: Humanization and AI

――What role does LINE play in Thai society?

Nate:
Our greatest strength lies in how deeply integrated LINE is into people's daily lives. It's essential for communication at work and within families―so much so that people say, "If LINE stops, the country stops." It helps bridge generations and even offers seniors a way to reconnect with old friends. This deep connection is what supports LINE's ongoing growth.

――What is LINE Thailand's "humanization strategy"?

Aey:
We aim to be a digital platform that truly understands people, placing "humanity" at the heart of our strategy. This means not only listening to what people say but also fully understanding the challenges and needs behind those voices and giving back to society through CSR initiatives. We are also focused on developing technology that is both convenient and user-friendly to further enhance everyday life.

――How do younger generations use LINE differently?

Aey:
Usage patterns vary across generations, but younger users in particular tend to switch between various services depending on their needs. For example, LINE Horo, which I mentioned earlier, is popular among religiously devout Thai youth, while LINE OpenChat is widely used by university students as a platform for new student interaction. It has also become a highly popular space for fans of K-pop and J-pop.

――Could you share your future outlook with us?

Nate:
We aim to continue our challenge of creating new value from Thailand while globally pursuing innovation. Naturally, the most immediate theme for us is AI. Thai people are open to technology and enjoy using it―generative images and character creation, for instance, are spreading rapidly on social media. This culture aligns well with our initiatives. Going forward, we want to apply AI to our products and operations to generate even greater value. Furthermore, building on our excellent talent base, we will leverage AI to create an even stronger organization.

Aey:
LINE is now the No. 1 communication app in Thailand and an essential part of people's daily lives. Because it is used as naturally as the air we breathe, we want to be a source of comfort and utility for users from the moment they wake up. We hope to continue building a relationship where people enjoy their digital lives through LINE, making their everyday lives richer and happier.

You can also watch the interviews with CEO Nate and CMO Aey, as well as a look inside the LINE Thailand office, in the video below. (Japanese only)

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Interview date: August 28, 2025
Written by: LY Corporation Story Editorial Team
Photos by: Takuya Yamazaki
*The affiliations and titles in the article are as of the time of the interview.