November 9, 2026 | K-POP Insights · U.S. Business · K-Culture
Winning American fans of Korean characters takes more than releasing another plush toy, according to LINE FRIENDS America Vice President Ahn Jae-seok. In a November 8 interview, he outlined an approach built around listening to fans, telling the stories behind character collaborations and developing relationships that extend beyond a single merchandise launch.
Speaking during U-KNOCK 2026 in Los Angeles, Ahn suggested that K-culture’s growing global profile should not be mistaken for universal recognition in the United States. Successful brands, he argued, need to understand local audiences rather than simply replicate campaigns that worked in Korea.
Why listening matters more than selling
The central idea in Ahn’s approach is that fans want to understand why a character exists and how it connects to an artist they already care about. A mascot can be cute and still fail to build a lasting audience. The story behind its design, its connection to music and the way the company responds to fan feedback can be just as important as the finished product.
According to the interview, LINE FRIENDS America staff sometimes spend hours speaking directly with fans before shaping a project. They ask which artists and characters people connect with, what appeals to them and what kind of experiences they want. Their feedback helps shape character development, retail decisions and fan events. Ahn described long-term trust as something earned through repeated conversations rather than a quick marketing campaign.
He also cautioned against focusing only on a core fandom. Once a character has a clear identity, a brand must find ways to make it approachable to friends, family members and newcomers who may not already follow K-pop. That expansion, he suggested, is often a gradual process requiring years of consistent engagement.
From loyal shoppers to a local community
Ahn described a community of around 250 dedicated fans in Los Angeles. Some regular shoppers, he said, are invited inside about 30 minutes before the store opens to the public. Staff remember their names and greet them when they return.
Such details may seem modest compared with a large advertising campaign, but they create something that is difficult to buy outright: a community whose members feel recognized. Loyal visitors may introduce friends to the brand, share their experiences online and return for later releases. For LINE FRIENDS America, that kind of relationship is part of the business rather than an optional extra.
ATEEZ and MIGHTEEZ show how artist stories become character worlds
Ahn pointed to BTS and ATEEZ when discussing the role of artist-to-fan communication. He described how understanding what makes a particular group meaningful to its audience can help brands identify opportunities for collaboration. Instead of assuming that every American K-pop fan wants the same thing, his approach starts with differences between fan communities.
A recent example is MIGHTEEZ, the character collection developed by IPX, the company behind LINE FRIENDS, with ATEEZ. In September 2026, IPX introduced its third MIGHTEEZ concept, “Rock The Stage,” through LINE FRIENDS SQUARE US online. The U.S. offering included special items and a limited release schedule alongside its rock-themed plush accessories and collectibles.
The characters were built around the members’ personalities and a shared fictional world. That creative context gives fans more to discuss and collect than a logo printed on a product. It also helps distinguish artist-linked character IP from ordinary concert merchandise. The September U.S. collection was a documented release; it was not a new store-opening announcement.
BROWN meets American sports fans through LAFC
The company’s efforts are not limited to music fandom. Its 2026 partnership with Los Angeles Football Club brought the familiar LINE FRIENDS character BROWN into an American sporting environment. BROWN appeared at the team’s home stadium in March, and a collaborative merchandise line followed at LAFC’s Korean Heritage Night in September.
The connection is significant because it places a Korean-origin character in an environment where many visitors may know soccer better than K-pop. The collaboration offered a new introduction to the brand through matchday activities, photographs and sports-themed products. It illustrates the wider ambition Ahn described: character IP can reach people through the communities and interests they already have.
‘K’ can stand for kindness as well as Korea
Ahn also offered another way to understand the “K” in K-culture. Beyond describing content as Korean, he associated it with kindness: listening to people, respecting their tastes and taking the time to understand an unfamiliar market.
That view also shapes his expectations for K-culture’s future. He noted that Korean music fandom can lead people toward food, beauty, local experiences and other parts of everyday Korean life. But he warned that American consumers should not be treated as a single audience already familiar with every major Korean artist or brand.
The U.S. market still offers room to grow, but reaching new audiences requires more than a successful formula imported from Korea. Products, events and messaging need to reflect the people a company hopes to engage. For LINE FRIENDS America, the challenge is to turn an initial burst of curiosity into a relationship that lasts.
LINE FRIENDS America’s U.S. fandom strategy at a glance
- Listen before launching: Speak with local fans and use their feedback to shape products and experiences.
- Tell the character’s story: Show how artist collaborations connect to music and fandom identities.
- Reward loyalty: Recognize repeat visitors and build a welcoming local community.
- Reach beyond K-pop: Use collaborations such as LAFC and BROWN to meet audiences through sports and lifestyle interests.
- Think long term: Focus on sustained engagement rather than assuming a successful Korean campaign will automatically work in America.
For related coverage, explore our ATEEZ artist profile and K-POP Insights.
Sources
Seoul Economic Daily — Interview with LINE FRIENDS America Vice President Ahn Jae-seok, November 8, 2026 · LINE FRIENDS / PR Newswire — Official U.S. MIGHTEEZ collection announcement, September 18, 2026