Fans of the popular BT21 characters created by Line Friends in collaboration with BTS are in for a treat. A new event, “BT21 THE JOURNEY,” launched on June 4, 2025, bringing a cosmic-themed experience to both online and offline spaces. The event features a pop-up shop in Myeongdong, Korea, and discounts on existing BT21 merchandise.
BT21, the adorable universe of characters born from the collaboration between Line Friends and the global music sensation BTS, continues to expand its reach. This latest initiative, “BT21 THE JOURNEY,” aims to immerse fans in a world of cosmic love and connection with their favorite characters. The event builds on the established popularity of BT21, which boasts a significant social media presence, including an official Instagram account with over 5,465 followers as of February 22, 2026 (@bt21__official_).
The core of the event is a pop-up shop located in Line Friends Square in Myeongdong, Korea, running from June 5 to June 29, 2025. Alongside the physical location, an online component offers up to 40% off select BT21 items from June 4, 7 PM (PDT) to June 29, 7:59 AM (PDT). Some exclusions may apply to the discounts. Line Friends Square announced the event on Instagram, encouraging fans to share their joyful moments from the journey using a dedicated hashtag.
The Instagram post from Line Friends Square showcases vibrant imagery and invites fans to “blast off” on an epic adventure with BT21. The event encourages social media engagement, asking fans to share their “most joyful and treasured moments” with the characters. The hashtag #MyBT21Journey is being used to collect these fan experiences.
BT21 itself has a presence on Instagram, with accounts like @bt21.linefriends, which, as of February 22, 2026, has 26 followers and has posted a simple greeting, and @line_friends_bt21, with 45 followers and 21 posts. These accounts serve as additional touchpoints for fans to connect with the brand and its characters.
The “BT21 THE JOURNEY” event represents a continued effort by Line Friends to engage with the BT21 fanbase through both physical and digital experiences. The combination of a limited-time pop-up shop and online promotions aims to maximize reach and provide fans with multiple avenues to participate. The event’s emphasis on social media sharing further encourages community building and brand visibility.
Looking ahead, Line Friends will likely continue to leverage the popularity of BT21 through similar events and collaborations. The success of “BT21 THE JOURNEY” will likely inform future strategies for engaging with fans and expanding the BT21 universe. The ongoing evolution of BT21 demonstrates the enduring appeal of character-driven brands and the power of collaborations between entertainment and lifestyle companies.
What are your thoughts on the BT21 universe? Share your favorite characters and experiences in the comments below!
