LINE's Philosophy

  • Mission

    Create an amazing life platform
    that brings WOW! to our users.

    From when you wake up until you fall asleep,
    as the foundation for your daily life,
    we aim to surprise, inspire and make your life better.

    We have steadily expanded our presence in the business landscape and the number of services we offer our users, which in turn has caused our impact on our users’ lives to grow.

    Moving forward, we will keep challenging ourselves to use our technology and services to create new and unexpected value in our users’ daily lives.

    • WOW!

      "WOW!” is “an unprecedented experience that you just have to share with others.” “!” represents “astonishment beyond imagination”.
      In order to become the choice of users and deeply impress them, we have to realize both “WOW” and “!”.
      Together, that makes “WOW!,” and that needs to be our goal.
      WOW! begins with big ambitions — aiming for 120 out of 100 and tenfold growth rather than twofold or threefold. If this were easy to do, everyone would do it. But WOW! cannot be created from mediocrity, so it’s fundamentally important that we set our sights higher than anyone else — so high that others think it’s unreachable and give up. In the fierce process to reach such a high standard, you’ll be able to find a clue to WOW!.

    • Life Platform

      We connect with our users through our wide range of services, like search, messenger, media, commerce, fintech, and AI.
      By “life platform”, we mean that we provide services that are closely connected to our users’ lives, impacting all aspects of daily life.
      24/7, from when our users wake up until they fall asleep,
      we strive to support the overall life of the users.

    • Our Aim

      We aim to create No. 1 services that are adored by countless users. Because users will not choose a mediocre No. 2 or No. 3.
      To make a WOW! service, you need to give your everything to your projects. No. 1 services that lead the market and change paradigms always have a WOW! factor. Gather together a range of No. 1 services that users depend on for the foundation of their daily lives, and you’ve created a “life platform”.
      In order to reach that goal of earning our users’ support and loyalty, we must continue to challenge ourselves with a fighting spirit and the determination that “We can do it”, no matter what.
      Moving forward, we will never stop taking on the challenges of creating a WOW! Life Platform.

  • Values

    By “Values”, we mean the way we should work to achieve our Mission.
    Three core directions — Users Rule, Get It Done, and Lean & Mean Teams — set the standard for creating services, working as individuals, and collaborating as part of a team.
    Nine keywords are organized into three groups of three,
    so that we can put them into practice more readily.

    • Users Rule

      Because only services that users find interesting and choose to use can survive, let alone become industry leaders, users are the foundation and core of our services. That is why you need to think from the users’ perspective at every step of creating a service, from start to end.
      You must ensure that the users trust us during every step of the service development process, from pinpointing user needs in advance to releasing distinctive services that embrace those needs.

    • Always Data-driven

      The most crucial element when creating a service is to identify user needs accurately. If you misidentify what our users need then your very starting point is going to be wrong. You must analyze the data in depth, not just going on a hunch, and use that as the basis for your decisions. Only then will you be able to uncover our users’ hidden needs.
      Furthermore, user needs are always changing, so you must be attentive to their changes and keep your data up-to-date.

    • Perfect the Details

      Once you have pinpointed the users' needs, you must create services with the details totally perfected, like only we can offer. We can only survive the fierce competition of the marketplace when we offer unique and distinctive user experiences that stand out from the multitude of alternatives.
      What makes experiences distinctive lies in the specifics, not the grand idea, so you must pay particular attention to the finest details.
      Furthermore, the work doesn’t end with the release of a service. There is no guarantee that the users who were initially satisfied with a service will still use it a year later. You must aim for a standard that exceeds their ever-changing expectations, observe their reactions, make the necessary modifications, and do what it takes so our users continue to choose us.

    • Stay Trustworthy

      Until now, we have grown through earning the support and dedication of our users.
      But as our business has grown, so too has the scope of what we consider “users”, beyond just the people who use our services to now include shareholders, governments, local communities, partners, and employees. And these users demand a higher level of trust.
      Accordingly, in order to maintain their trust and further strengthen that bond, you should always be thinking in terms of “how” you are achieving your goals, not just “what” you’re achieving.
      The level of trust that users demand is always changing and may be higher in the future. You must always be attentive to those changes and respond promptly.

    • Get It Done

      Our job is to always be solving problems. So, you must focus on solving such problems with grit and determination, rather than just dwelling on the problems or challenges, and do your best to create solutions.
      There are always endless reasons why something can’t be done, but, you need to dig deep and find ways to accomplish your goals.
      If you truly did your best—if you gave it your all and went beyond your limits—your time and effort will still be meaningful even if you meet failure at the end of the road. Or, even better, those experiences can serve as valuable lessons for your next challenge.
      When you finally do succeed after going through all this, you will feel an even greater sense of accomplishment.

    • Work Intensely and Be Focused

      You will face numerous problems to solve and, yes, each of them will be difficult.
      Therefore, you must understand the nature of your work first—what you are doing, why you are doing it, and for whom. Then prioritize your tasks and focus on solving the problem at hand.
      You can only solve problems when you properly allocate your time and effort according to the importance of each issue.
      What’s more, you will find that you can come up with new, out-of-the-box solutions when you’re intensely immersed in the work, rather than simply “working hard”.

    • Take the Initiative

      The more difficult a task is, the harder it is to find a solution when you are limiting yourself to just your own tasks. Take the initiative to look at the whole process and if you find a better method, talk to your peers first and work together, even if something is not on your task list.
      Note that this is not about simply pinpointing problems or criticizing. It is important to dive into the process and collaborate. Only with such efforts will you be able to achieve your ultimate goal.

    • Embody Professionalism

      In order to “Get It Done”, meaning to accomplish the challenging tasks we have before us, each one of us must be professional. A “professional” is someone who regularly achieves outstanding results in their work, beyond what most people can do. And “outstanding results” means the kind of results that greatly exceed the expectations of everyone you work with. Understanding that rigorous standard, you should be striving to confidently call yourself a professional.
      An organization made from such excellent professionals is an organization that can tackle any challenge that comes its way and ultimately succeed.

    • Lean & Mean Teams

      Lean & Mean Teams refers to creating teams that are efficient, with nothing in excess of what is needed, single-minded in their common objective.
      A hundred mediocre athletes with middling ambitions cannot beat a team of 10 elite athletes who are determined to win no matter what.
      We can only create outstanding results when an organization is optimized for a given task, moving in perfect order like one body, battling with a true fighting spirit.

    • Open Communication, Vertical Decision-making

      Most of the tasks you face will have more than one solution. To identify the best solution, open and honest communications based on a deep understanding of the task are essential, regardless of authority, position, age, or experience.
      In an open environment, team members will suggest ideas to find solutions, and the team leader will listen to them and set a clear direction based on their input.
      The leader will also take responsibility for those decisions. Team members must trust their leader's judgment and work together to achieve the team's goal.

    • Keep in Sync with Goals

      We work in an ever-changing environment, so our teams need to be able to quickly exchange opinions, adjust the direction according to prevailing conditions, and synchronize their progress with all members in real time.
      Only then can you promptly respond to any situation, survive and ultimately achieve your goals.

    • Enjoy the Challenges Together

      The more difficult the challenge is, the more important the support of your teammates is.
      When teammates complement and encourage each other in difficult times, a bond is formed, creating a whole that is greater than the sum of the parts, and an energy that you cannot create alone.
      There’s nothing like the feeling of accomplishment and pride you get after overcoming challenges together as a team, challenges you once thought were insurmountable when you were on your own.

The “wows” we want to create cannot be achieved by simply being innovative. In order to continue creating value and take on new challenges, we must observe the rules of society at large, respect those around us, and conduct our actions with transparency.

No matter how revolutionary it may be, new value cannot bring “wows” to the world if it is self-serving, if it comes at the expense of someone else’s grief, or if it is not accepted by society. By acknowledging, respecting and working hand-in-hand with not only users, but also shareholders, government, community, partner, and other LINERs (i.e.LINE employees), the value of that “wow” becomes something several times bigger.

We should always ask ourselves: Will our behavior allow us to stand proudly in front of our families, friends, LINERs and the other important people in our lives who trust us?
Is all of our behavior decent? Do we feel pride in ourselves?
And, beyond doing the right thing, do we have the courage to speak up when we witness unethical activities, such as lying, cheating or being dishonest.

There are three keywords we should bear in mind when we act.
We must maintain our PRIDE—as LINERs, as service providers, and as human beings—and earnestly strive to coexist in a mutually beneficial relationship with society through LINE services.


    Fulfilling our obligations to our users and society with honor and honesty

    LINE is a service provider that operates in many parts of the world and is used by millions of people. Our responsibility is to provide services that users can rely on, and we take this responsibility incredibly seriously.

    In order to fulfill that sense of responsibility, it is important to act with integrity and accountability, as well as to protect users' privacy and comply with all laws and regulations.

    In addition, to maintain the trust and support of users and society, we must provide services in a neutral and fair manner without being overly biased toward any particular user or region.

    By acting responsibly, we build the bonds of trust between us, our users, and society, which is the foundation for LINE's long-term growth and health.


    Recognizing diversity, respecting and trusting each other

    We try. We fail. And, then, we try again.

    For us to tackle so many challenges, we need an environment where we can understand people of different races, religions, genders, nationalities and people with different social norms. This diverse array of values helps further broaden the range of services that we can create.

    In order to make our company a comfortable workplace where we can grow, we carry on creating an inviting and rewarding work environment with no harassment or bullying. Communicating and respecting each other across national, organizational, and hierarchical boundaries—that is how we become an innovative company.


    Maintaining humility and working together with society and partners as one

    As members of society, we must create value that is widely accepted by the general public. We must strive to coexist with the wider world through LINE's services.

    Our services are formed through cooperation with many partners. We can provide innovative value to users by working together with advertisers, developers, creators and other partners.
    In order to establish good relationships with these partners, we must always be conscious of maintaining relationships that are “win-win”, never putting undue pressure on them or making undue demands.

    For that purpose, in addition to carefully observing the minimum rules within society, we must always maintain an attitude of humility, be aware of what we should do, and take responsibility for the results of our actions.
    We must build relationships of trust with partners through daily communication, and work as one to deliver value.

As an affiliated company of LY Corporation, LINE Plus follows the LY Corporation Group Code of Conduct

LY Corporation Group Code of Conduct


The LY Corporation Group Code of Conduct (hereinafter "Code of Conduct") is the code of conduct for all officers and employees (hereinafter collectively referred to as “Officers and Employees”) of LY Corporation and its Group companies (hereinafter collectively referred to as the "LY Corporation Group").

2.Purpose of the Code of Conduct

In order to faithfully carry out the Mission of the LY Corporation Group, each and every one of us (all Officers and Employees of the LY Corporation Group) will comply with the Code of Conduct and maintain proper corporate governance. By doing so, we aim to earn the trust of our stakeholders — including our customers, shareholders, investors, business partners, local communities, and Officers and Employees — and fulfill our corporate social responsibilities, thereby enhancing our corporate value. We also ask our business partners to respect the content of this Code of Conduct.

3.Commitment to compliance and ethical conduct

We not only comply with all laws and regulations, but engage in ethical behavior that upholds the trust of society.

4.Respect for basic human rights

4.1 We respect the rights of individuals and do not tolerate discrimination or disadvantageous treatment on the basis of difference in political beliefs, ideology, religion, gender, gender identity, sexual orientation, physical characteristics, disease, age, nationality, race, ethnicity, and so forth.

4.2 We understand and respect the culture and customs of the countries and regions in which we operate, and act accordingly.

4.3 We prohibit all forms of forced labor and child labor.

5.Ensuring a safe, healthy and harassment-free work environment

5.1 We do not tolerate sexual harassment, abuse of authority, or any other form of workplace harassment.

5.2 We comply with laws and regulations concerning occupational safety and health, while also taking into consideration the physical and mental health of Officers and Employees, and strive to ensure a safe and healthy work environment.

6.Respect for personal information and privacy

6.1 We acquire personal information in the course of business in an appropriate manner in accordance with the applicable laws and regulations in each market, and with a Privacy Policy in place.

6.2 We use the personal information acquired in the course of business within the scope specified in our Privacy Policy, and appropriately protect, manage, and dispose of such information. We do not provide such information to any third parties, except when we have obtained consent or when permitted by applicable laws.

7.Fair business practices

7.1 We comply with the business competition laws of each market where we operate, conducting our business activities with a spirit of fair play and on the principles of free and fair competition, and do not impose unfair trading conditions on our business partners or service users.

7.2 We do not obtain or allow others to bring in information about our competitors in an unfair manner.

7.3 To provide safe and secure services to our customers, we maintain fairness and integrity toward our customers and do not make misleading representations or engage in misleading conduct.

7.4 We comply with laws and regulations regarding imports and exports and other international trading rules.

7.5 We do not engage in prohibited transactions with specified countries, regions, organizations, or individuals that are subject to economic sanctions.

8.Avoidance of conflict of interest

We act with respect for the interests of the company and do not use our position or status in the company to prioritize the benefit of ourselves or that of a third party.

9.Appropriate use and management of company assets

9.1 We use, manage, and dispose of company assets and trade secrets appropriately, and do not use them for any purposes other than business.

9.2 We recognize that intellectual property rights are important assets for the business activities of the LY Corporation Group, and appropriately protect the intellectual property rights of the LY Corporation Group and respect the intellectual property rights of third parties.

10.Thorough implementation of information security

We strictly protect and manage our information assets, including personal information and confidential information, and do our utmost to protect them from unauthorized access, leakage, falsification, destruction, or the like.

11.Accurate, fair, timely, and appropriate information disclosure

11.1 We create accurate and complete accounting records.

11.2 We disclose accurate information to society and the stock market in a fair, timely, and appropriate manner.

11.3 We strictly manage insider information and do not engage in insider trading.

12.Maintenance of political neutrality

We maintain political neutrality, not favoring or supporting any specific group or individual.

13.Prevention of bribery and corruption

13.1 We do not engage in any form of bribery, corruption, or corrupt practices, whether with public servants or private citizens.

13.2 In order to ensure fair trade, we provide and accept business entertainment and gifts only to the extent deemed appropriate.

14.Rejection of relationships with crime

We reject any involvement with anti-social forces including Boryokudan (organized crime syndicates) and other organized criminals, as well as criminal activities such as money laundering and terrorist financing.

15.Social contribution and environmental protection

We actively contribute to society and protect the environment through our business activities, taking into consideration the social and environmental impact of our business activities, and aim to build a sustainable society. We encourage our Officers and Employees to take an interest in, actively participate in, and support these activities.

16.Consultation and whistleblowing on compliance issues, and prohibition of retaliation

16.1 If we discover any improper acts or suspected compliance violations, we consult with or report them to our supervisor, the compliance consultation desk, or the whistleblowing hotline.

16.2 We prohibit any retaliation or disadvantageous treatment towards whistleblowers regarding compliance.

17.Revision and abolition

The revision or abolition of this Code of Conduct shall be drafted by the division in charge of compliance and approved by the Board of Directors of LY Corporation.

Established on April 23, 2021
Revised on October 1, 2023

*Unless otherwise specified, English-language documents are prepared solely for the convenience of non-Japanese speakers. If there is any inconsistency between the English-language documents and the Japanese-language documents, the Japanese-language documents will prevail.