LINE's Philosophy

How our MISSION, VISION, LINE STYLE, and LINE CODE come together

We ask that all members of the LINE Group conduct themselves in accordance with the
LINE STYLE and LINE CODE in order to achieve our MISSION and VISION.
Below, you can see how our MISSION, VISION, the LINE STYLE, and the LINE CODE come together.



    Our mission is to bring people,
    information and services closer together.

    LINE was conceived as a mobile messaging service shortly after the massive earthquake that devastated Japan on March 11, 2011.

    After the tragedy, it became apparent that there was a fundamental need for a global communication tool that could strengthen human relationships. Just a few months later in June, we launched the LINE messaging app.

    With this approach, LINE has grown into a social platform with hundreds of millions users worldwide, having a particularly strong focus in the rapidly advancing continent of Asia.

    Rather than settle for globally standardized services based on a generic approach, we believe that it is essential to respect the culture and norm of each individual country in order to engage users on a very deep level and evolve in each region.

    We call it culturalization and it’s at the heart of everything we do. In the world we strive to create, users will have seamless online and offline access to all the people, information and services they need in their daily lives – LINE is the gateway.

    Our journey to evolve into a Smart Portal will continue, as we will meet all needs that our users face in a constantly changing mobile universe.

    LINE is your daily life companion – Engaging the world with you.


    Life on LINE

    Our vision is to become a digital platform for our users, always ready to fulfill their needs,
    24 hours a day, 365 days a year.

    After beginning as a messenger app, we broadened LINE's range of services and transformed into a smart portal, bringing day-to-day convenience to users through the connection of people, information, and services.

    Now, we’ve evolved into a new stage, becoming a digital platform that supports all aspects of users’ lives. In addition, we are leveraging Fintech and AI technologies to blur the line between online and offline, creating new and highly personalized experiences for each and every person. We are determined to go beyond the bounds of a messaging service and evolve into a platform that can be a constant companion to our users.

    LINE—always at your side.

LINE is a place where people dream the same dream — of creating No. 1 services that are adored by countless users — and work together to achieve that dream. LINERs explore new opportunities with the goal of becoming No. 1, then work together to achieve this.

WOW=No. 1
No. 1 services that lead the market and change paradigms always have a WOW factor. The WOW that LINE pursues is “an unprecedented experience that you just have to share with others.”

LINE is a place where you can feel the incomparable thrill and pride of pursuing WOW and dreaming of being
No. 1. Moving forward, LINE will continue taking on bold challenges in the way that only LINE can.

LINE STYLE is how LINERs work to create WOW=No. 1. We have nine keywords, which we have grouped into three main “directions,” to serve as the standards we follow at LINE and then we help LINERs to put them into practice.

  • Users Rule

    Users are at the core of everything

    LINE’s goal is to make No. 1 services. Since services can only survive and become No. 1 through the interest and choice of users, users are the foundation and core of all LINE services. That is why you need to think from the users’ perspective at every step creating a service, from start to end. You must ensure that the users trust LINE in every step of the service development process, from pinpointing user needs in advance to releasing distinctive services that embrace those needs.

  • Always Data-driven

    First and foremost, you must identify user needs based on data, not on a hunch. If you misidentify what our users need, the foundation of all our services, then your very starting point is going to be wrong. Often user needs are difficult to identify, so you can only uncover them when you analyze their data in depth, from different angles. 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 apply them and create services with perfect details, like only LINE can offer. We can only survive the fierce competition when we offer unique and distinctive user experiences that stand out from the cascade of alternatives. 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 choose 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

    It is also important to ensure you maintain the trust of our users throughout the service development process. LINE was only able to grow into the global life platform it is today through earning the support and dedication of our users. That is why our continued growth depends on not only maintaining the trust of our users, but further strengthening that bond.
    As LINE has grown, the scope and level of user and stakeholder expectations have also grown. This is because the influence of our services has increased, not only with the number of users, but also with their breadth, encompassing users, shareholders, governments, local communities, partners, and LINERs. Accordingly, all LINERs should always be thinking in terms of “how” they are achieving their goals, not just “what” they’re achieving.

  • Get It Done

    Focus on making things happen

    Your job as a LINER is, in effect, to always be solving problems. LINERs don’t set their eyes on the difficulties of problems or challenges. Rather, they focus on solving such problems with grit and determination, doing their best to create solutions. There are always endless reasons why something can’t be done. So, you need to dig deep, and find ways to accomplish your goals.

  • Work Intensely and Be Focused

    In your work, you will face numerous problems to solve and, yes, each of them will be difficult. Therefore, you must 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”.

  • Be a Step Ahead

    Moreover, in an ever-changing global environment, it is vitally important that LINE stay ahead of the curve, working with agility to assess reactions and find solutions. You might miss the optimal timing if you wait until you have a perfect plan. When you execute first and then react to the unexpected and unknown while trying different methods of accomplishing your task, you will find solutions that you could not have foreseen while planning.

  • No Fear. No Regrets

    Finally, you must boldly undertake all your tasks and keep pushing yourself, unafraid of failure. What we’re aiming to do is necessarily challenging and tiring for anyone, but instead of succumbing to adversity, you should try to find meaning in those challenges and redouble your resolve. If you truly did your best—if you gave it your all and went beyond your limits—your time and effort will be still meaningful even if you meet failure at the end of the road. Or, even better, they can serve as valuable lessons for your next challenge. And, when you finally do succeed, you will feel an even greater sense of accomplishment.

  • Lean & Mean Teams

    Operate elite, efficient teams to produce results

    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 cannot beat a team of 10 elite athletes who are determined to win no matter what. WOW can only be achieved 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

    To be lean and mean, each team must have honest and thorough internal communications. In an open environment, team members will suggest ideas to find solutions, and the team leader will listen to them, set a clear direction based on their input, and take responsibility for those decisions. Team members must trust their leader's judgment and work together to achieve the team's goals, even if the decision differs from their own.

  • Keep in Sync

    In the process of accomplishing a task, a common objective and direction must be shared clearly from start to end, and everyone must constantly exchange feedback. LINE is in a stormy sea full of waves. In order to overcome the waves, everyone on the boat must work together and play their part. If a leader does not offer a clear direction or explanation, or if the members don’t do their best, ignoring the leader's instructions and rowing however they like, the boat will not arrive at its destination. LINE 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, no matter what changes they encounter. Only then can you survive in an ever-changing environment, through quick and precise actions.

  • Enjoy the Challenges Together

    The more difficult the challenge is, the more important the support of your teammates is. 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. 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.

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.

LINE Group Code of Conduct

This Code of Conduct sets forth legal and ethical standards of conduct for employees, officers, directors, contract staff and external representatives and agents (“LINE Personnel” or “you”) of LINE Corporation, companies in which LINE Corporation directly or indirectly controls or holds the majority
of equity or shares, or other companies recognized by LINE Corporation’s Board of Directors to be a LINE Group company (collectively, the “LINE Group,” “LINE” or “we”).
1. LINE Group’s Mission
The LINE Group’s mission is to bring people, information and services closer together. It means that our activities are focused on 'Closing the distance,' between the various parties that use our services. We at LINE strive to bring cutting edge mobile technologies and design together to fulfill the universal human need for communication and beyond as we aim
not just to strengthen bonds between people, but forge new ties and connections, ultimately, bridging all kinds of information, services and goods together. We understand and will faithfully carry out this mission that will be the foundation for all of LINE Group’s businesses and the basis of each individual’s conduct.
2. Responsibilities to Society
2.1 Compliance with Laws
In carrying out LINE Group’s mission and to continuously grow and develop, it is critical that we comply with all applicable laws, regulations, ordinances and policies of the countries and regions (“Laws”) in which we operate in all of our business activities. LINE Personnel have a responsibility to understand and comply with all legal regulations applicable to their individual business duties. In addition, even when an action may not be in technical violation of any Laws, LINE's Personnel must understand that it is LINE policy that they must always act ethically.

2.2 Prohibition of Discrimination and Harassment, and Respect for Diversity (Revised)
The LINE Group is expanding globally and is conducting business activities in countries and regions with varying cultures and ways of thinking. Understanding and respecting the diversity of these cultures and their way of thinking is a social as well as legal responsibility and will lead to the greater advancement of our business. In order to create such a corporate culture, LINE will not condone or tolerate discrimination and harassment toward any LINE employee, user, or vendor based on their race, religion, gender, sexual orientation, nationality, social relations,
or any other characteristic or status protected under national or local Laws. LINE will promptly address any reports of a violation of this policy. Retaliation against individuals making reports under this policy will not be tolerated.

2.3 Political neutrality (Newly established)
LINE Group aims to maintain political neutrality, not favoring or supporting any specific group or individual.

2.4 Contributions to Society (Revised)
The LINE Group, in pursuit of achievement of the Sustainable Development Goals (SDGs), is working to create a sustainable society by earnestly addressing various social issues and achieving positive impacts on society and the environment through its business.
Further, As a member of a global society, the LINE Group supports disaster assistance, environmental protection, social welfare, education, art and cultural promotion activities, thereby contributing to the creation of more healthy and prosperous communities around the world. LINE Personnel are encouraged to take interest in these activities and actively support them.
3. Responsibilities to Shareholders
3.1 Insider Trading
During the normal execution of their duties, LINE Personnel may learn material non-public information regarding our or other companies’ earnings forecasts, new product announcements, restructuring, or other information that an investor may consider important in making a decision to buy or sell a security. However, the securities laws of various countries strictly prohibit attempts to use such information to buy or sell securities, or otherwise earn profits from such information, and the sharing of undisclosed material information with family members or others (including friends, users and other LINE Personnel), all of which constitute illegal insider trading (“Insider Trading”). LINE Personnel must not engage in Insider Trading or otherwise induce such activities, and must strictly follow any internal policies and guidelines that address insider trading.

3.2 Accuracy of Books and Records
The full, fair, accurate, timely, and understandable disclosure, including financial statements, in reports and other documents that are filed with or
submitted to relevant authorities and other public communications is important not only for compliance with tax, accounting, legal and other obligations, it also serves as the foundation of shareholder trust. Therefore LINE Personnel must ensure that LINE Group business records fairly and completely reflect our operations and financial condition. LINE Personnel should never intentionally delay recording transactions or events or intentionally record incorrect, incomplete or misleading information about any transaction or event.

3.3 Document Retention and Deletion (Revised)
LINE Personnel should follow all normal document retention Laws and internal policies as a general matter, but you must suspend normal document deletion practices if you receive instructions from the Legal Department concerning “document hold” orders. For example sometimes document retention procedures must be suspended to preserve documents for use in US litigation.
4. Responsibilities to Users
4.1 Privacy and Personal Information
As a provider of messaging and various other services, the LINE Group has been entrusted with the personal information of users around the world. These services are built on trust that is born from paying attention to the handling of personal information and appropriately protecting user privacy. It is LINE’s policy to comply with all Laws relating to the handling of personal information. In addition, LINE Personnel are responsible for ensuring that our services always only collect information necessary for achieving reasonable purposes, clearly inform users of the information collected and the reason for the collection, use the collected information only for said purpose, and delete user information when said purpose for which the information was collected has been achieved.

4.2 Improvement of Service Quality
The LINE Group’s services are used by users from diverse cultures, countries,
and demographics. In order to provide safe, secure and valuable services to a variety of users, we will respect the many diverse cultures of the markets where we conduct our business and commit to undertake maximum efforts to pursue quality services and products that enable true user satisfaction.

4.3 Fair Dealing and Responsible Marketing
LINE Personnel should endeavor to deal honestly with users and business partners. You must not misrepresent or conceal material facts.
LINE Personnel must adhere to the principles of fair marketing. For example, comparisons with, or references to, competitors or their services, must be done in a manner that is not deceptive or misleading, with care, and consistent with applicable Laws. Further, the LINE Group and its services should also be presented in a fair, complete, and accurate manner with care in all of its advertising and marketing materials.
5. Avoid Conflicts of Interest
5.1 Conflicts of Interest
A conflict of interest is when you have a personal relationship or financial or other interest that could interfere with your obligation to act solely in LINE’s best interests, or when you improperly use your position with LINE for personal gain. You must avoid allowing personal relationships or financial or other interests to interfere with your ability to act solely in LINE’s best interests or using your position for personal gain. If there is a conflict of interest (or if you are not sure if there is a conflict of interest) between the interests of LINE Personnel or their families and the interests of the LINE Group, you must immediately report the issue to HelpLINE, or elsewhere as directed by other policies.

5.2 Business Gifts, Entertainment, and Hospitality (Revised)
Offering or accepting business gifts, entertainment, and hospitality can create the appearance of a conflict of interest. We will not seek, accept, offer, promise, or give (directly or indirectly) anything of value―including gifts, entertainment, or hospitality―from or to any person or firm as a condition or result of doing business with LINE. Regarding gifts, entertainment, and hospitality for public officials, please refer to the related anti-bribery guidelines and also rule 6.2.

5.3 Protection and Proper Use of Company Assets
Improperly discarding or losing LINE Group assets (including information assets) can lead to serious damage to the company. Therefore, LINE
Personnel have a responsibility to carefully use LINE Group assets in conformity with the LINE Group Security Policy. In addition, LINE Group assets shall only be used for business activities, and shall not be used for personal or third-party profit or benefit.

5.4 Prevention of Trade Secret Disclosure
LINE Personnel shall, during and after employment, not disclose LINE Group trade secrets without LINE Group’s approval. Trade secrets may include not only classified information regarding the development of systems, services, know-how and technology, but also any other internal business materials that are not publicly available. LINE Personnel also shall not encourage a third party to use or disclose any third party’s trade secrets.

5.5 External Communications
LINE Personnel should not speak to the media, give speeches, present lectures, or otherwise speak on the LINE Group’s behalf without receiving advance approval from the Communications (PR) Department. Advance approval by the Communications Department is also needed for published materials like articles or books. You must also adhere to the LINE Group Employee External Communication Guidelines. For guidance on posting on social media, please refer to LINE Group Internet Posting Policy.
6. Thorough Compliance with Laws and Regulations
6.1 Compliance in the Work Environment
The LINE Group will comply with all Laws governing occupational safety and health and for the prevention of occupational accidents to promote a safe and productive working environment. Further, LINE Personnel must respect others, always communicate in a respectful and professional manner, and help build a corporate culture where discrimination and harassment are not tolerated.

6.2 Prohibition of Bribery
LINE is committed to maintaining high ethical and legal standards around the world. LINE prohibits bribery or corruption in any form, including giving, accepting, or authorizing bribes anywhere in the world. LINE Personnel may not provide or accept bribes or kickbacks, nor participate or cooperate in any direct or indirect corrupt practices involving government officials. In addition, depending on country or region, receiving and giving improper payments is considered bribery with civil and criminal liability. This prohibition also extends to third parties acting on LINE’s behalf, such as agents, representatives, contractors, or consultants. LINE Personnel must take care when selecting third parties to ensure that there is no indication that they might pay a bribe. To that end, LINE Personnel must comply with all related anti-bribery guidelines at all times.

6.3 Fair Competition and Antitrust Laws
Violations of antitrust and competition laws can lead to criminal and civil penalties for LINE and its employees personally, significant business disruptions, and harm to LINE’s reputation. LINE is committed to competing vigorously but fairly in all regions and countries in which it does business. Agreements with competitors present serious antitrust risks. Even seemingly well-intentioned communications about competitively sensitive subjects can raise concerns.
• Never enter into any understanding or agreement (whether formal or informal, express or implied) with any competitor to fix prices or, to divide users or geographic markets, or otherwise to agree not to compete.
• Avoid discussions with competitors about any competitively sensitive information (e.g., prices, costs, business strategies, users, market intelligence, etc.) without prior authorization from the Legal Department.
Consult with the Legal Department about restrictions on competition in any agreements with users or business partners, including any limits on the price at which a company can resell a LINE product.
6.4 Anti-Money Laundering (Revised)
Money laundering is strictly prohibited by the Laws and the LINE Group. The LINE Group is committed to preventing money laundering and complying with all legal requirements and prohibitions relating to money laundering, including the filing of required reports with law enforcement and other authorities. You should always be vigilant in your dealings with trade partners, users, and employees in order to avoid engaging in or indirectly supporting anyone’s money laundering efforts. Potential signs of money laundering include large payments made in cash or by non-contracted parties, or payments from non-business accounts.

6.5 Intellectual Property (Revised)
The LINE Group respects patents, copyrights, trademarks, trade secrets, and all other intellectual property rights. Therefore, in addition to aggressively striving to create and protect our own intellectual property, and before providing service, and products we must be wary not to infringe the intellectual property rights of others.
In addition, rights to all work-related inventions and creations by LINE Personnel shall belong solely to the LINE Group, except where expressly prohibited by Laws or where exceptions to this rule are clearly confirmed in writing by LINE.

6.6 Trade Controls (Sanctions, Export/ Import Controls, and Anti-boycott)(Revised)
The Laws of many countries prohibit or restrict business dealings with certain countries, companies, organizations, and individuals. For example, the United States has imposed comprehensive sanctions against certain countries, along with more limited sanctions against other countries. In addition, most nations maintain “Restricted Party” lists of individuals, organizations, and companies with which trade is prohibited. Individuals, organizations, and business entities on these lists are deemed to be involved in terrorist activities, unlawful exports, nuclear proliferation, drug or human trafficking, or other criminal actions, and any dealings with these parties may lead to heavy penalties. The LINE Group expressly prohibits any business or other dealings with any such Restricted Parties or with sanctioned countries, unless authorized by applicable Laws.
In addition, the LINE Group requires compliance with all export and import laws and regulations that apply to our international commercial activities, and, where applicable, with U.S. anti-boycott laws.
7. Reporting and Investigating Violations
7.1 Reporting and Prohibition of Retaliation (Revised)
If you have concerns about violations of this Code of Conduct, you have a responsibility to promptly raise them with your supervisor, local HR Representative, the Legal Department, the Compliance Department, or the HelpLINE. All reports of misconduct will be treated confidentially. If you feel more comfortable you may also use the whistleblower helpline to make report anonymously.
Retaliation against or harassment of any LINE Personnel who, in good faith, seeks advice, raises a concern, reports misconduct, or provides information in an investigation is against LINE Group policy and is strictly prohibited.

7.2 Investigating Code of Conduct Violations
LINE takes all reports of misconduct seriously. All reports of suspected violations will be taken seriously and will be promptly reviewed.
Appropriate investigators will be assigned to review all reported instances of violations of this Code of Conduct or applicable Laws. In accordance with applicable Laws, LINE strives to protect confidentiality of the identify of or information about the individuals involved, to the extent practical.

7.3 Disciplinary Actions (Revised)
LINE Personnel are expected to follow all Laws while conducting business on behalf of LINE as a condition of employment. If you violate this Code of Conduct or applicable Laws, LINE will take appropriate disciplinary action, which may include:
• Disciplinary action, up to and including termination of employment; and
• In the case of criminal conduct or other serious violations of the Laws, notification to appropriate
governmental authorities will be made, and civil and/or criminal penalties may be imposed by a government or court.
8. Inquiries
Any questions, etc. concerning this Code of Conduct shall be submitted to HelpLINE.
9. Administrative Procedures
9.1 Amendments to this Code of Conduct
Amendments to this Code of Conduct shall be approved by the LINE Corporation Board of Directors.

9.2 Waivers (Revised)
Any exemptions from this Code of Conduct shall only be granted pursuant to express authorization under official internal governance procedures (in
the case of violations by executives, by Board of Director approval only).
Any such exemptions shall be appropriately disclosed in accordance with applicable Laws.

9.3 Conflicts with Local Laws and Regulations (Revised)
In the event that any part of this Code of Conduct conflicts with local Laws, such conflicts should be reported to HelpLINE.

Versions other than Japanese and English can be found in the "About" section of our corporate site.

Adopted June 1, 2015
Amended May 1, 2016
Amended December 1, 2019