LINE's Mission

How our MISSION, 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.
Below, you can see how our MISSION, 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

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.

In order to survive and succeed in the fierce competition of a rapidly changing market, we need to be constantly evolving with user and market trends, fearlessly developing and creating new value, and continually looking out for game-changing innovations. Never satisfied with the status quo, we must keep searching for opportunities to improve, to create things that can revolutionize our world. And the standard by which we measure our success in these efforts is “wows”.

All successful products and services—no matter how popular—are born from a sense of amazement that wows each user.

These wows connect friends, family, couples and acquaintances, and cross national borders and language barriers. These wows build up, growing to become full-blown innovations that change people’s lives.

This “wow” spirit is not limited to our product and services. In our human resources, legal department, public relations and all other business activities, we do not waste time trying to emulate other companies. Instead, we continually strive to deliver wows that exceed expectations.

Underlying and informing everything we do have been six keywords, which we must keep in mind as we go forward and create new wows. There is no hierarchy among these words. Only when all six are met can that spirit of “wow” be achieved.

  • NEEDS

    Understanding user needs unlocks everything

    The first thing to consider is needs. Understanding user needs is an essential starting point to everything we do. However, we don’t stop there. More than just listening, we must identify critical needs even before our users have figured out how to put them into words—and then we must find solutions.

    You won’t find any answers by simply asking what users want. True insight comes from immersing yourself fully into their lives, thinking about everything our users think, want, and feel, pushing your imagination to discover what they truly need.

  • SPEED

    Survival of the fastest

    Once you envision an idea that will wow users (that can meet their needs), it’s essential to actualize it into a real product or service as quickly as possible. Outstanding ideas by themselves don’t have value, nor do great strategies. In a fast-changing market, speed is the key to seizing opportunities, as well as a means of protecting from risk.

    We don’t have any answers ourselves—the answers are held by our users. To discover if our services meet their needs, we put them out in the world and ask users to decide. This means relentlessly repeating trial-and-error experiments hundreds and thousands of times, refining services hand-in-hand with our users. The speed with which we launch our services, the speed with which we improve them, and the speed with which we keep evolving, that is our competitive edge.

  • DETAIL

    The devil is in the details

    Are speed and quality conflicting ideals? We don’t think so. Speed is extremely important, but that doesn’t mean doing things carelessly.

    We are a company of creators who imagine and develop products and services. Everything we do needs to be considered from our users’ point of view, imagining what they will find most useful and appealing. The labels on menu and buttons, user response times, font sizes—every tiny detail must be evaluated without compromise, making one precise refinement after another.

    As Michelangelo purportedly said: “Trifles make perfection, and perfection is no trifle.” There is no finish line to this creative process. Every minor detail adds up to become major differences, which ultimately will be the deciding factor in how we surpass our competition.

  • DATA

    Numbers don't lie

    All of our decision-making criteria are based on numbers, or more precisely data. Data means more than just rows of mindless figures—we see it as the totality of our users’ needs, a no-nonsense means of evaluation, and a compass for determining the direction of all our strategies and actions.

    Personal experiences and anecdotes may mislead, but numbers don’t lie. Throw away your preconceptions and prejudices, and instead accept the fundamental reality of the data. Based on that data, recognize where you fell short of your targets, and put in the gritty, hard work to make steady improvements—that is the way we do things at LINE.

  • TEAMWORK

    1 + 1 = 11

    Contrary to what outsiders may believe, we are a collection of ordinary people—not superstars or superheroes—and we know the limits of what we can accomplish on our own. The reason we have been able to progress this far on the global stage is that each employee at LINE is wholly devoted to a single common goal, trusting and cooperating with their teammates while humbly recognizing their limits.

    We believe in the strength that comes from our diversity—people from around the world, speaking different languages and with diverse values, bringing their respective strengths together to create something bigger than the sum of our parts.

  • ENJOY

    Pleasure makes perfect

    LINE is a company that has repeatedly dared to attempt the unprecedented, and stayed firmly on course even when those attempts failed. We will continue to tackle the most innovative and ambitious of challenges. Perhaps these challenges will, more often than not, end in failure. Sometimes the going might get hard and we might want to retreat. It’s at those times when we stay strong and tell ourselves: “Let’s keep having fun.”

    Yes, you may face many hardships and failures. But once you have overcome those trials, you can know that your work has helped to create wows to countless users all over the world. That is the rarest of opportunities, and if you embrace it, it can change your life.

    Our corporate culture encourages people and teams to passionately take on new challenges, whether or not they succeed. Losing yourself in your work, immersed and passionate in the process—there is a true joy to be found in realizing your potential and the act of creation. So, please, enjoy your work and the thought of all that you are accomplishing.

The "wows" we want to create cannot be achieved by simply being innovative. In order to keep taking on new challenges and develop and create new value, 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 the co-workers who sit next to us, our team, external partners, and the society at large, the value of that "wow" becomes something several times bigger.

We are always asking ourselves: Will our behavior allow us to stand proud in front of our parents, partners, children, friends, colleagues and other important people in our lives who trust us? Is all of our behavior decent? Do we feel pride in ourselves?

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

  • RESPECT

    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 at which 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.

  • COLLABORATION

    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 external partners. We can provide innovative value to users by working together with advertisers, game companies, sticker 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.

  • FAIRNESS

    Being fair, sound, and honest—transparency and sincerity in how we engage with the world

    In order for us to carry out our mission and continue to grow, it is essential that we abide by the laws and regulations of each country and region. There is no need to overly fear making mistakes, but we must not succeed by lying, cheating or misrepresenting things.
    And, we must have the courage to speak up when we witness such acts. We strive to take honest actions that will allow our families, colleagues, friends and society to be proud of us.

    As platform operator providing various services, we must not give disproportionate favor to specific users, countries, regions and social hierarchies. We need to behave fairly towards all users and society. We will gain support from a wide reach of users and society as a whole by providing not only convenience, but also freedom, neutrality and fairness in cultural attitudes, thoughts and expressions.

    Our services are built on the trust born from appropriately protecting users’ privacy, and we are expected to maintain a stance of responsibility and diligence in our information management. We must be sincere and transparent in how we engage with users and society.