With 13.6 million users*1ーexceeding half of Taiwan's populationーLINE Pay has become an essential infrastructure for daily life. Since its listing on the Taiwan Stock Exchange (TWSE) in December 2024, LINE Pay Taiwan has continued to achieve further growth.

On December 17, 2025, the business strategy conference "LINE Pay Vision Day 2025" was held in Taipei. Before an audience of many partners, investors, and members of the press, Jeong, Chairman and CEO of LINE Pay Taiwan, spoke about the company's journey of growth to date and the vision for the future.

This article introduces LINE Pay's evolution into a "complete payment service" following the long-awaited acquisition of an EPI (Electronic Payment Institution) license. It also highlights AI-powered merchant support and the introduction of AR technology that brings new experiences to city exploration.Discover LINE Pay Taiwan's strategy for 2026 as it moves beyond payments to update everyday life.

*1 As of November 2025.

In Its 10th Year, LINE Pay Taiwan Moves Forward Under the Slogan, "Be Better"

At the beginning of the briefing, Jeong, the Chairman and CEO of LINE Pay Taiwan, expressed his determination as the company reaches its 10th anniversary.

Jeong:
2025 was a very significant year for LINE Pay Taiwan. Following our listing on the TWSE last year, we obtained the long-awaited EPI (Electronic Payment Institution) license this year. With this milestone, we officially launched the "LINE Pay Money" service, establishing the foundation of a complete payment platform.

Over the past decade, as a Third-Party Payment (TSP) operator, we have expanded our revenue models beyond payments to include points programs, financial partnerships, voucher services, and advertising. In 2026, LINE Pay Taiwan aims to achieve further growth building on this strong foundation. We will deepen our domestic operations while accelerating full-scale expansion into overseas markets, moving closer to our vision of becoming a part of people's lives.

In the process of making this vision a reality, we have adopted the slogan, "Be Better." Making LINE Pay better than it was yesterday in every areaー this is the firm determination and promise that we have to our users.

From Taiwan to the World: A Rock-Solid User Base

Next, Jeong announced the business results for 2025.

Jeong:
First, in terms of GMV, the figure reached approximately TWD 791.0 billion as of November 2025 and is expected to exceed TWD 800.0 billion by the end of December. The number of users has surpassed 13.6 million, more than half of Taiwan's population, and the cumulative number of registered cards has exceeded 20.9 million. The number of credit cards registered with LINE Pay accounts for about one-third of credit cards in circulation in the Taiwanese market, building a strong usage base.

The number of points-of-sale has reached over 740,000 in total, with 660,000 in Taiwan and 80,000 overseas. LINE Pay has grown into one of the services with the most extensive offline networks. Particularly in overseas expansion, we differentiate ourselves from competitors by consistently adopting a strategy of signing direct agreements with local merchants. The figure of more than 80,000 overseas locations demonstrates the tangible success of this approach.

Operating revenue increased significantly from approximately TWD 4.93 billion in 2023 to approximately TWD 6.3 billion in 2024. As of November 2025, operating revenue has already exceeded TWD 7.15 billion. This steady growth reflects not only the consistent expansion of GMV but also solid performance across other business areas.

Operating profit reached approximately TWD 0.5 billion as of the third quarter of 2025. Although this represented a temporary year-on-year decline, the decrease was attributable to proactive investments aimed at future growth.*2 Through these strategic investments, we will build a solid revenue growth foundation and realize sustainable profit growth.

*2 Investment areas include focused development for service innovation, EPI service development, IDC construction, and promotional initiatives designed to deepen domestic and international businesses.

When Content Creates Transactions: Tangible Results from the Global Strategy

Next, Jeong talked about the efforts and achievements of LINE Pay Taiwan's overseas business expansion in 2025.

Jeong:
To move closer to the "Be Better" slogan mentioned earlier, I believe the LINE Pay service itself must continue to evolve beyond its current capabilities.

As part of our preparations for a major leap in 2026, one of the initiatives LINE Pay Taiwan prioritized most in 2025 was the full-scale expansion of its overseas business.

At the 2024 earnings briefing, we shared our strategy to gradually expand into Korea, Japan, and Southeast Asia, building on our strong foundation in Taiwan. As the first step, we launched a pilot program in Korea and achieved remarkable growth within just one year.

By the end of December 2025, GMV in Korea is projected to reach approximately TWD 1.5 billion, with more than 300,000 LINE Pay users.

The number of payment transactions is also growing continuously, demonstrating that the market is clearly responding to our strategy. This means that we have established a business model capable of generating tangible profits, rather than merely conducting a pilot initiative.

The key to this success is our "Content Platform Strategy." Rather than treating information about overseas merchants as simple data, we enhanced its value as content and provided users with shopping experiences with a clear purpose.

• Personalized experiences：Recommending optimal stores tailored to travel routes
• Storytelling：Presenting major shopping areas as engaging narratives to inspire purchasing interest
• Integration of instant rewards： Offering real-time incentives to boost purchasing intent

By combining these elements, we created an environment in which LINE Pay users in Korea can make payments more easily, more enjoyably, and across a wider range of situations. Content drives user engagement, which results in transactions. This unique competitiveness as a "content-based payment platform" represents one of our key achievements in 2025.

New Features Advancing "Be Better" Beyond Payments

In the second half of the briefing, service features that will be the core of the 2026 strategy were announced.

A flexible financial experience with LINE Pay Money

Jeong:
In 2025, LINE Pay reached a defining turning point with the acquisition of the EPI (Electronic Payment Institution) license and the launch of LINE Pay Money.

Previously, LINE Pay had operated primarily as a credit card-based service, which limited its ability to fully address users' diverse payment needs and financial experiences. However, with the acquisition of the EPI license, more flexible financial servicesーincluding payments, person-to-person transfers, and balance top-upsーcan now be completed within the LINE Pay ecosystem. This milestone marks a new beginning, symbolizing LINE Pay's evolution from a limited service into a complete payment service.

In just a few weeks since its release on December 3, the number of users surpassed 1.7 million. Based on this foundation, we will achieve even greater growth.

Store management evolving with AI

Next, Jeong explained the evolution of the "Good Partner App," an application for merchant owners.

Jeong:
Until now, the Good Partner App has provided a wide range of features as a tool to support store management. However, promotion features that required checking statistical data individually or selecting multiple options became a burden for busy store owners.

To solve these challenges, we have introduced AI technology to enhance the service. One such enhancement is the "AI Insight Report."

The AI Insight Report goes beyond a simple transaction fluctuation report by delving into the underlying reasons behind changes in transaction volume and delivering them as a report. It comprehensively analyzes not only transaction data but also external factors such as weather, holidays, and regional events, organizing them optimally so the store's status can be understood at a glance.

Store owners no longer need to decipher complex numbers. We provide an environment where they can intuitively understand the business trends and focus on their next move.

The second is the "AI Audio Report," which redefines the reporting experience itself. This voice briefing feature delivers a one-minute summary of daily sales performance. Whether during a commute or while preparing for the day's business, store owners can grasp the flow of today's transaction volume as if they were listening to the radio.

Even those who are not familiar with interpreting numerical data or graphs can gain an intuitive understanding through spoken commentary.

The third feature is the "AI Marketing Assistant." Previously, running a store promotion required owners to evaluate numerous factors, including the type of campaign, reward structure, and duration settings. As the process involved many decision points, there were many cases where they gave up on taking action or fell into a pattern of repeating the same marketing approach each time.

Going forward, the AI will first diagnose the current state of the store and specifically propose the most effective marketing. Owners simply "choose" one option from those proposed by the AI. The campaign can be launched with a single click.

This represents a shift from "creating" a strategy to "choosing" a strategyーreducing operational burden and enabling owners to focus on their core store operations.

What we provide goes beyond functionality. The Good Partner App will evolve from a tool that simply visualizes performance into an AI agent that supports store management. Moving forward, LINE Pay's AI will become a core driving force in creating a better future for our merchants.

A map to experience the city: "Treasure Map 2.0"

Jeong:
Next, I would like to introduce "Treasure Map 2.0." When walking in an unfamiliar city, you may find yourself drawn to the atmosphere and decide to look for a nearby cafeーonly to discover that it's difficult to match what you see on the map with the actual streets around you. Have you ever had a small experience like this? That minor inconvenience in daily life was our starting point.

"What if real-world information could be projected directly onto the map? Wouldn't that make it simpler and more intuitive?" Born from this idea is LINE Pay's new map experience: Treasure Map 2.0.

By using AR (Augmented Reality) technology "LINE Pay AR," users can simply open the camera and point it at the cityscape to see store hours, user reviews, and other merchant information appear as though they are part of the scenery itself.

Furthermore, the characteristics and information of each store appear as 3D objects. The entire city transforms into an immersive information space, allowing users to truly sense its atmosphere and appeal. This is the "map of the future" we want to create.

This feature will first be available in certain areas and will be expanded sequentially to major areas across Taiwan in 2026. From a map for "searching" to a map for "experiencing" the cityーLINE Pay will go beyond payments to redefine how people explore cities and enjoy life itself.

Finally, Jeong announced LINE Pay Ads, a service that overturns the common sense of advertising.

Jeong:
The advertisements we see in our daily lives are sometimes avoided as being intrusive. However, with LINE Pay Ads, LINE Pay Taiwan aims to fundamentally challenge that perception.

Our goal is to elevate advertising into a user experience that delivers both enjoyment and rewards. We will build a "Better Connection" between stores and users.

In the "Treasure Hunt Ads" for exploring the city, when a user opens a map in the city, hidden "treasures" appear nearby. If found, users can earn points or coupons on the spot. It is an exploration-driven experience set within the cityーone that transcends the boundaries of advertising.

In addition, with the functions of "Friend Bonus," "Voting Advertisement," "Online Flyer," and "Payment Lottery," users can participate in campaigns casually and enjoyably while earning rewards.

Through this system where rewards can be obtained with an action of just a few seconds, advertising transforms into a "participatory game." For stores, this is the ultimate form of smart offline advertising, generating reliable exposure and clear incentives for customers to visit.

What we are trying to build is a positive cycle of "Payment → Participation → Reward → Local Traffic → Store Visit." We believe that through this cycle, users will enjoy savings, stores will achieve more growth, and the city will be transformed into a more vibrant place.

Supporting Every Moment of Daily Life and Building the Future Together with Partners

Jeong:
To realize our vision of "becoming a part of people's lives," LINE Pay Taiwan will continue to evolve constantly.

Starting from payments, we will expand our scope into diverse service experiences and create services that naturally stay close to every moment of daily life. And together with our partners, we will continue to carefully nurture values that blend seamlessly into people's lives.

In 2026, LINE Pay aims for "a better daily life than yesterday (Be Better)" and will open up a new future together with all of you.

Note: The content above has been edited from LINE Pay Vision Day 2025, held on December 17, 2025.

Interview with LINE Pay Taiwan CEO

We spoke with Jeong, Chairman and CEO of LINE Pay Taiwan, about the response to the announcements made and the company's outlook for the future.

――What kind of reactions did you receive from partners and the media regarding this briefing?

――In particular, which service attracted the most interest?

――What was particularly difficult about obtaining the EPI license?

Interview date: December 17, 2025
*The affiliations and titles in the article are as of the time of the interview.