LINE FRIENDS to expand its business in China throughstrategic partnership with Xiaomi

Apr 5, 2019Updated Jun 4, 20251 min read

LINE FRIENDS announced that it has formed a strategic partnership with the Chinese IT giant, Xiaomi and will launch the ‘MI9 SE BROWN EDITION’ package under the concept of ‘SUPER MI, SUPER BROWN’ in China on April 9.

The first collaboration under the strategic partnership, ‘MI9 SE BROWN EDITION’ has garnered explosive responses from both local and global media as well as consumers after it was presented at the media event hosted by Xiaomi and personal social media account of Xiaomi CEO, Lei Jun on April 1 prior to the official release.

‘MI9 SE BROWN EDITION’ will be released at Xiaomi’s official stores on April 9, and LINE FRIENDS will expand the partnership with Xiaomi to launch a wider array of collaborative products with its character IPs.

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Mei Ling Tan

Contributor · RetailNews.asia

Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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