December 19, 2025
Hayate Yoshizawa • 12/10/2025 • 7 min read
Two weeks ago we launched one of our clients’ official japanese accounts. Yes, Instagram matters, Tiktok too I guess. But there was one step we absolutely couldn’t skip: opening a LINE account.
Over the years, Line has become Japan’s one true social religion. Honestly, this Social media is so deeply rooted in Japanese life that I sometimes forget it’s even an app. It feels like part of the phone’s default settings, right there with the clock and the calculator.
The other day my French friend told me: “The first thing a Japanese person ever asked me was: ‘What’s your LINE?’ I didn’t even know what that was.”
And you know what? Same.
When I first started dealing with foreign clients, I didn’t realize just how omnipresent Japanese LINE is in our culture. It’s not just popular, it’s oxygen.
That made me wonder: Okay… but what exactly makes LINE so special? And more importantly, how do you actually build a community on it as a foreign business?
So here we go… from someone who now uses LINE more than his own brain.
Why LINE Is Japan’s Supreme SNS
Let’s break it down in a way my American friend can understand (he still tries to convince me WhatsApp will “one day take over”. Sure Michael, keep dreaming.)
1. Japanese people use LINE for literally everything
Family chats.
School groups.
Business contacts.
First dates.
Passive-aggressive messages from landlords.
If it requires words, it’s happening on LINE.
2. Every age group uses it
Teenagers, grandparents, your neighbor, everyone uses it.
Your neighbor’s dog probably has an account too.
3. It’s not just messaging : it’s a whole ecosystem
Inside LINE, you have:
- personal chats
- group chats
- voice/video calls
- timelines (like a chill Facebook no one fights on)
- business “Official Accounts”
- coupons, points, mini-apps
It’s like they took every other social platform, squished them together, and made it green.
Okay, so how do you build a LINE community as a business?
This is the part I deal with daily : helping clients who look at LINE like it’s a mysterious enchanted forest.
Step 1: Open a LINE Official Account
Not your personal LINE, not the LINE you made to talk to Tanaka-san your old landlord.
You need the fancy business one, where all the tools are.
Step 2: Give people a reason to add you
Japanese users won’t add your account because they “support your mission.”
You need perks:
- coupons
- event invites
- early updates
- giveaways
- or “Add us and get a free coffee at our next event” (works surprisingly well for some reason…)
Make it feel like entering a low-key VIP room.
Step 3: Use broadcast messages wisely
This is where businesses go wrong: if you spam people, you will be unfollowed at lightspeed.
Broadcast messages should be short, helpful and friendly… kind of like sending a text, not announcing the apocalypse.
Step 4: Personalize the experience
LINE lets you segment your audience. Use it!!
New customers don’t need the same updates as long-time clients.
Step 5: Keep it alive
No one wants to follow a dead account. Post, update, chat, keep the vibe warm and human.
So yes, LINE matters a lot.
If you’re trying to enter the Japanese market and you ignore LINE, it’s like trying to move in without getting a key. Trust me, the door simply won’t open.
Need help setting up your LINE community?
If you want to build your business presence in Japan and don’t know where to start with LINE, we can help.
From setting up your Official Account to growing your audience and turning it into an actual community… we’ve done it many times, and we’re happy to guide you through it.
Hayate Yoshizawa,Co-founder at Pont Miyabi🌏
🔗 Connect: LinkedIn | Website
📩contact@pontmiyabi.com
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