This spring, BEAUTY&YOU by The Shilla Duty Free transforms Hong Kong International Airport into a LINE FRIENDS themed base of happiness! To celebrate the 15th anniversary of LINE FRIENDS, BEAUTY&YOU is launching the “From BROWN to YOU – Pack the Joy at SHILLA” campaign from now until 6 July.

This marks the first-ever partnership between LINE FRIENDS and BEAUTY&YOU in Hong Kong, and it is the debut of the LINE FRIENDS BROWN 15 th anniversary celebrations in the Hong Kong and Macau region.  Global travellers can enjoy a one-stop shopping experience that blends “ultra-cute photo ops, interactive surprises, and special collectibles”.

First Stop: A Giant Surprise Post-Immigration! BEAUTY&YOU Specially Presents LINE FRIENDS BROWN 15th Anniversary Photo Spot

The magic begins the moment you clear immigration. Head over to the Level 7 Departures Hall near the north and south escalators. Travellers are greeted by installations where LINE FRIENDS buddies are enjoying the 15th anniversary celebration in partnership with BEAUTY&YOU. These iconic LINE FRIENDS characters offer a heartwarming welcome and serve as a landmark selfie spot for passengers.

Second Stop: An Immersive “Cute-ified” Shopping Experience – Hug BROWN and Unlock Exclusive Zones at BEAUTY&YOU

6/F BEAUTY&YOU storefront LINE FRIENDS mirror selfie wall

Continue the journey at the BEAUTY&YOU stores on Level 6 (East Hall South near Gate 1 and East Hall North near Gate 5), which are now surrounded by cuteness.

  • LINE FRIENDS Selfie Mirrors: Specially designed mirrors allow travellers to capture a “surprise frame” with LINE FRIENDS.
  • Hug the LINE FRIENDS BROWN: At the East Hall South store (near Gate 1), a heart-holding LINE FRIENDS BROWN photo spot awaits to share a warm hug and ready to infuse positive energy for your journey.
  • Immersive LINE FRIENDS BROWN 15 th Anniversary-Themed Zone: The East Hall North store features an immersive area with dynamic electronic screens and themed cashiers, making you feel as though you are travelling through the world of beauty alongside LINE FRIENDS buddies.

Snap, Share, and Take Home a Special Edition LINE FRIENDS BROWN 15th Anniversary Gifts

BEAUTY&YOU has prepared a special early-summer surprise! Simply take a photo at the storefront mirror selfie wall with LINE FRIENDS, upload it to Instagram Stories or Xiaohongshu (XHS) with hashtags #PacktheJoyatSHILLA and #FromBROWNtoYou, and tag @beautyandyou_hk (Instagram) or @香港新罗免税店 (Xiaohongshu). Participants will receive a special edition LINE FRIENDS BROWN 15th Anniversary Handheld Fan—the perfect travel companion to keep you cool and stylish. (While stocks last!)

Must-Have Collectibles: Special LINE FRIENDS Luggage Stickers and Beauty Voucher

Make your luggage the star of the airport with global beloved characters – LINE FRIENDS! By following LINE FRIENDS and BEAUTY&YOU on social media (Instagram, Facebook, Xiaohongshu, or WeChat) —or subscribe to the e-newsletter—to receive a special gift pack containing:

  •  One random LINE FRIENDS BROWN 15th Anniversary Luggage Sticker (5 unique designs to collect!)
  • A voucher pack with a HK$50 shopping voucher and a beauty gift redemption coupon Starting 23 April: The Ultimate LINE FRIENDS “BROWN 15th Anniversary Travel Kit”

From 23 April, travellers who spend HK$800 or more can purchase the special LINE FRIENDS “BROWN 15th Anniversary Special Edition Travel Kit” for just HK$159 (valued at HK$499).

  • This curated set includes: A LINE FRIENDS 15th-anniversary “From BROWN to YOU” special passport holder, luggage strap, and clear travel pouch.
  • Cute & Practical: Each piece is equal parts stylish and functional, perfect for keeping for yourself or gifting. Exclusive Member Offer: HK Airport Rewards members can enjoy a special price of HK$129! This exclusive set will be released on stages, debuting first at BEAUTY&YOU by The Shilla Duty Free physical stores at Hong Kong International Airport on 23 April, followed by an online launch at HKairportShop.com in mid-May. Available in limited quantities—LINE FRIENDS’ lovers won’t want to miss out.

Cute, practical, and perfect as a keepsake or gift—grab yours before it’s gone.

Beauty Deals You’ll Love (Up to 60% Off!)

The festivities extend to the shelves with incredible offers of up to 60% off from over 200 international beauty brands. To ensure a stress-free journey, travellers can utilize the FREE Home Delivery or “Arrival Pick-Up” services – allowing you to shop to your heart’s content and “Pack the Joy” without the extra weight.

Whether you’re taking off or heading home, BEAUTY&YOU is your go-to stop for extra joy.