First, Japanese chat messenger LINE announced that it will be scheduling launch of its pop-up store in Singapore on April 25, which will last till May 18. Then, plans were delayed due to “logistical reasons”. Finally, it announced that the wait is over. The store would open on April 30 till May 22.

On the first day, at 11 AM, the store, located just outside Wisma Atria along Orchard Road, one of Singapore’s most bustling shopping districts, saw around 100 shoppers in a queue just to enter it, according to an official spokesperson.

While other Southeast Asian counterparts Thailand and Indonesia have gotten on the radar of LINE for being exceptional markets in terms of engagement and user numbers, Simeon Cho, General Manager, LINE Business Development Division, told e27 that Singapore, even with its small population of five million people, has not been neglected.

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The pop-up store launch was a good example. He added, “Singapore affects the neighbouring countries, like Malaysia, Thailand and other Southeast Asian countries. … When you release a new feature, if it is successful in Singapore, you can tell that it will do well in other countries.”

He declined to talk about the logistical issues that were to be blamed for the firm’s postponement of the launch. However, there will be even more announcements from LINE with regard to promotional activities in the city-state, he noted.

“We cannot reveal the number (Average Revenue Per User (ARPU)) but definitely, Singapore has a higher spending power compared to other countries,” said Cho, “so if you look at revenue, ARPU, in LINE games, Singapore is higher than Malaysia.”

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