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Flying Bears And Wigwams: Inside Chat App Line’s Quirky Office In Seoul

Jon Russell
Naver's Office From Across The Street
Welcome to Naver HQ in Seoul. There’s nothing to write home about from this angle, so let’s go look inside and check out the digs belonging to theu00a0company that runs messaging app Line and houses several thousandu00a0staff.”
Registration
Bingo: our first sighting of Line’s cutesy characters who appear in its sticker packs and cartoons isu00a0at the frontu00a0desk.”
Coffee Time
Registered and badged up, we head into the restricted zone, hopu00a0into the lift and reach one of Naver’s employee cafes.”
Mixing In With The Staff
There are quite a few people milling around hear drinking coffee, discussing things and takingu00a0lunch. As you can see from the artworku00a0in the background, Naver runs quite a few services beyond Line, which is ironically not the most popular chat app in Korea.”
Tents, Wigwams And More!
There are some pretty jazzy areas for meetingsu00a0–u00a0wigwams, tents and log cabins. Does this get your creative juices flowing?”
Meeting Point
More Line characters lurk in the Naver meeting place/cafe. The vibe is very chilled, but I’m quite sure lots of these meetings are serious.”
Line Characters
Beanbags? Check! More Line characters? Check!”
Lego While You Work
Oh hey, thereu00a0areu00a0Lego bricks on some tables to help you get you light your creative spark.”
Meeting Cabins
I can’t think what kind of meetings go on between those walls, but at least this guy is wearing a suit — that means business. Right?”
MORE Characters
More Line characters!! At this point, I’mu00a0just about managing to resist a selfie, but only because that would really make me stick out as au00a0visitor.”
Webtoon Comics
Naveru00a0also has a Line Webtoon app for comic fans. This art decor is pretty cool. Once again I narrowly avoid the urge to photograph myself standing next to these props. But it isn’t easy, believe me!”
Naver TV
Naveru00a0has its own in-house TV channel pumping out across the offices.”
Do Your Post
Here’s the in-office Post Office for staff, so there’s one less reason to ever leave the office.”
Travel Insurance?
Naver staff also have an on-site travel insurance office to make sure they’re covered for overseas trips.”
The Naver Store
Here’s the food and produce store. Just next to the cafe.”
No Escape
Of course all the produce is branded, don’t think that you can’t escape those cute Line characters for even one second.”
The Public Cafe
Ok, we’re back downstairs again checking out the public cafe where anyone can come in and enjoy Naver/Line-branded coffee. There are a tonne of magazines and books you can dig into too, and it’s a nice quiet spot.”
Is It A Bird... Is It A Plane... ??
But wait, what is this? Au00a0gigantic floating bear in the lobby??”
HUGE
His name is Brown and he’s one of Line’s best-known character. This flying Brown is huge, seriously huge. I get drawn into taking another photo.”
Shopping Time
Line’s coffee shop is connected tou00a0a gift store. There are SOu00a0many things on sale here — serious potential to drop a lot of money if I’m not careful…”
Mugs?
Coffee mugs to makeu00a0your morning brew more cheery.”
Like An Airport Store
These thingsu00a0are pretty cute, though I’m not sure exactly what they do… if anything?!”
Must
Ah, Line cushions to keep you relaxedu00a0and on brand.”
Resist
Another HUGE Brown, this time one you can take home with you for a pretty penny.”
Buying Things...
I’m quite taken by these trays, just need an excuse to actually own one. I’m coming up lacking on that front so it’s time to leave the shop, wallet untouched!”
The Naver Library
There’s alsou00a0a Naver library and design center that’s open to all. Sadly it is closed today, so this is as nearu00a0as we’ll get. But I think that’s enough cuteness for a day. Tour finished!”

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Jon Russell

Jon Russell was a reporter for TechCrunch covering all things tech in Asia, in particular the major players in China, India and Southeast Asia. Originally from the UK, he is based in Bangkok and has lived in Thailand since 2008.

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October 27-29, 2025
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