The Line Friends Cafe and Store at Xintiandi attracted much buzz and extremely long queues last year when it opened. This year, adding to the frenzy is the Line pop-up store and photo-taking Choco House on the third floor of the Joy City mall.
You're probably already familiar with Brown and Cony (that's the bear and the rabbit), members of popular Japanese-Korean messaging app Line. Taking the limelight now in Shanghai is a brown bear in a hot pink dress named Choco. Her three-storey dolls house is plastered with cutesy furniture and bright decorations that make every corner a good photo opportunity.
Entry is free for the first floor, but you have to pay 30RMB to visit the second. There are more than enough photo spots on the first level, where you can take pictures in her bathroom, kitchen and living room, while the second floor offers a look into her bedroom and dressing room.
In the likely event it gets crowded in the house, you can venture around the mall, which is dotted with various Line photo stations such as the outdoor 'love garden' on the ninth floor. The Sky Ring ferris wheel is also decked out in Line stickers.
Line merchandise, ranging from socks to USB drives, are available for purchase at the pop-up store, but be prepared to wait in line (no pun intended). At the opening launch on Friday 15, there was a queue forming for the products and ice-cream.
But here's the good news: the pop-up store and dollhouse will be at the mall until 18 September, so you can wait it out for the lines to hopefully taper off.
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