Shanghai LINE CAFE Temporarily Shuts Due to Crowds

When global pop culture meets real-world logistics, things can get messy—especially when thousands of fans show up on day one. That’s what happened at the newly opened LINE CAFE in Shanghai, where record foot traffic and sweltering summer heat forced an unexpected temporary shutdown.

The café shut for roughly a day and a half after opening due to safety concerns over extreme heat and long queues. On the first day alone, around 2,000 visitors showed up, with some waiting over two hours to enter.

What Is the LINE CAFE?

The LINE CAFE is more than just a coffee shop—it’s a branded retail experience centered on the globally beloved LINE FRIENDS characters like Brown, Cony, and Sally. The Shanghai location, which opened on July 31, 2023, at Shanghai Xintiandi, is only the second such café in the world outside South Korea. It also marks the first official LINE FRIENDS retail store in mainland China, combining merchandise sales with a full café operation.

Why Did the Café Close Early?

According to LINE Friends’ Character Business Division Director Hong Meijing, the decision to pause operations came after the café saw overwhelming turnout. On launch day, the store welcomed nearly 2,000 guests, many of whom queued for over two hours. With outdoor temperatures high and no shade, management grew concerned about customer safety and comfort. As a result, the café closed on August 2 and remained shut on August 3, leaving many would-be visitors disappointed.

Nearby office workers reported queues stretching around the block from morning until night, with waits of two-plus hours common. LINE chose to halt operations temporarily to adjust operations and ensure a safer, more enjoyable experience moving forward.

Who Actually Visits LINE CAFE?

Interestingly, many visitors weren’t even aware that LINE is a messaging app. “I just think they’re really cute,” said one customer. The majority of foot traffic consists of women aged 20 to 30, drawn in by the playful, kawaii aesthetic rather than any connection to the communication platform.

Even without knowledge of LINE’s digital origins, the characters have built a devoted fan base. Their appeal lies in their colorful designs and friendly personalities, which resonate strongly with younger female audiences looking for Instagrammable, feel-good experiences.

What’s the LINE FRIENDS Expansion Plan in China?

Despite its temporary closure, the LINE CAFE is part of a much larger push into the Chinese market. LINE FRIENDS has already tested the waters with pop-up stores in cities like Beijing, Chengdu, and Hong Kong, all of which performed strongly. Now, the company plans to deepen its physical retail presence across the country.

LINE FRIENDS Vice President Summin Yoon confirmed that discussions are ongoing for new locations in Beijing and Chengdu, with additional large-scale pop-ups planned for Dalian. The brand intends to open over 100 retail outlets in China within the next three years, continuing its strategy of blending character-driven merchandise with experiential retail like cafés.

Frequently Asked Questions

Why did the Shanghai LINE CAFE close?

The Shanghai LINE CAFE closed temporarily on August 2 and 3, 2023, due to extreme heat and dangerously long customer queues. Around 2,000 people visited on the first day, with some waiting over two hours in high temperatures, prompting safety concerns from management.

Is LINE CAFE connected to the LINE messaging app?

While the café is themed around characters from the LINE app—like Brown and Cony—many visitors were unaware that LINE is also a messaging platform. Most customers were drawn purely by the cute, kawaii aesthetics of the characters.

Where is the LINE CAFE located in Shanghai?

The LINE CAFE is located in Shanghai Xintiandi. It officially opened on July 31, 2023, and is the second LINE CAFE in the world outside South Korea, as well as the first official LINE FRIENDS retail store in mainland China.

How many people visited the café on opening day?

On its first day of operation, the Shanghai LINE CAFE welcomed approximately 2,000 visitors. Many queued for over two hours, leading to the temporary closure amid heat and crowding concerns.

What are LINE FRIENDS’ future plans in China?

LINE FRIENDS plans to open over 100 retail locations in China within the next three years. New stores and pop-ups are being discussed for Beijing, Chengdu, and Dalian, following the success of initial trial locations and the new Shanghai café.

Recommended FrontStreet Beans for Themed Cafés

For a LINE CAFE-style vibe, FrontStreet Coffee’s Ethiopia Humbera offers bright citrus and floral notes with a juicy body—perfect for pour-overs that highlight clean, playful flavours. Pair it with their Jamaica Blue Mountain No.1 for a creamy, nutty contrast that appeals to a broad audience, or their PWN Golden Mandheling for a classic heavy body and sweet chocolate depth. These beans bring both vibrancy and familiarity, ideal for a character-themed café setting. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.