Brown Bear in Shanghai to Give You a Hug at This Pop-Up

Brown is back in Shanghai and this time, he's bringing a hug. To celebrate its 15th anniversary, Line Friends' iconic Brown Bear arrives at Jing'an Joy City with the limited-time pop-up "Hug Brown House." The familiar emoji star steps out of the screen and into real life, turning gentle warmth and quiet comfort into something you can actually walk into.

The entire pop-up is wrapped in Brown's signature warm tones, recreating scenes from his everyday life in a home-like setting. Inside, you'll find a wide selection of 15th-anniversary limited merchandise.

Plush toys, bag charms, glassware, accessories and more are scattered throughout the space, each carrying Brown's unmistakable sense of gentle humor and emotional warmth. It's less about flashy collectibles, more about things you want to keep close.

Visitors can also receive postcards and stickers, and collect stamps from multiple exclusive anniversary designs. For many, Brown isn't just a character, but a companion from years of shared emotions, late-night chats and daily moods expressed through stickers. If Brown has ever lived in your chat history, this is your chance to meet him in person and take a little calm, cuteness, and comfort back home with you.

Date: Through January 25

Venue: Jing'an Joy City

静安大悦城

Address: 198 Xizang Rd N.

西藏北路198号