WINTER BEAR INDIA launches Official Line Friends and BT21 Merch in India

Archana Goswami (Mumbai, Maharashtra) & Jasmine Khan (Lucknow, Uttar Pradesh)

Gone are the days when you had to struggle to find authentic and official K-merch in India. We are thrilled to announce that Winter Bear India Team has partnered with PLAY LINE Friends to open up six physical pop-up stores across India featuring the beloved official PLAY LINE and BT21 characters’ merch! Coming to India for the first time, the store was launched first in Chennai, followed by a grand launch in Mumbai and Pune. The team is set to announce the launch of the stores in three more cities in India in the upcoming days. Read ahead our interview with Winter Bear Team to know more:

How has the process of opening multi-city official Line and BT21 merch stores been so far?

It has been a great experience because people have taken it very well. The response we received from the fans has been great. Everyone is loving the products and enjoying the experience as a whole.

Do you plan to add other merch and official product lines from other flagships as well in future? Or would it be an exclusive BT21 and Line merch store across India?

Yes, we are trying other IPs as well. In addition to the BT21 and Line products, we also have Smurfs IP now in Mumbai. Apart from that we are trying many other licenses as well. Within a month, we’ll have other merch as well such as One Piece and Naruto.

How has the response been so far? What can the fans and consumers expect from this official store?

The response has been really good. Everybody is excited about the official products. Since this is an official pop-up store, fans can expect a huge variety of authentic products ranging from stationeries, plushies, and T-shirts, to bags and tumblers.

What are the challenges you have faced in getting a physical official merch store like this open in India?

The main challenge is that Line Friends and HYBE don’t believe in the popularity of BTS in India. So, it’s a very big challenge to try to convince them that we have a market here and there are people who want to buy their products. Being an official platform, we cannot directly source any product from outside. Most of the people selling the products have to get it from their dealers or unofficial sources. So, getting the official source is very hard because the actual company itself isn’t convinced. Also, the other constraint has been the pricing issue of India as compared to the other countries.

Has your team acquired official distribution rights for opening the physical merch store or obtained a franchise of the same? This would help our readers verify the credibility and authenticity of genuine products from the brand.

Yes, we have official rights. This is an official pop-up store in collaboration with Line friends. We partnered with them to legally import BT21 and Line Friends merchandise.

Will there be any option for online purchases available in the future for fans to order the merch online across the country or in cities where this store is not present at the moment?

Yes, we have our website, where all these products are also available. People who do not live in the city where the pop-up stores are can buy them online. We offer free shipping throughout India for orders above Rs. 1000.

What is the price range that the fans expect the merch to be available at?

We have products ranging from ₹149-₹7000 so it’s a very big range. The goods in the lower range would be stickers and files and we even have photocard holders for people who like to collect photocard. They can store it in the variety of photocard binders that we have. And all of these can be availed within ₹1000. We have a very big collection of those.

But when it comes to apparel and such, it’s on the pricier side because we are importing. It is directly from South Korea. So, it mostly starts from ₹5000 and up. In the coming month, in collaboration with Line friends, we’re releasing an official clothing collection that will be unique to just the Indian market. So, we’ll be getting crop tees, t-shirts, and everything from a price range of ₹1199-₹3000. So, everything will be in the more affordable price range.

There are many merch stores and online shops that sell unofficial products available at a cheaper price for fans. How would you tackle the issues of similar counterfeit products of these merch?

We think the counterfeit products are really a hurdle because there are so many unofficial stores and it’s hard to differentiate between the official and unofficial products. Especially since the price range of the unofficial ones is much lower due to them being locally manufactured, people readily buy them. So that’s indeed a hurdle for us in the market. But we believe that fans are more excited when it’s original merchandise. So, for those fans, we’ve made this happen. If fans want to buy genuine products, then we believe we’ll be able to overcome the issues of counterfeit products.

Which other cities are you planning to expand in the future?

Currently, we have our stores in Chennai and Mumbai. We have launched in Pune this week. We’re also planning on opening in Bangalore, Hyderabad, Delhi, Kolkata and also Surat.

Thank you so much to team Winter Bear India for collaborating with Hallyuism in spreading the word and also for taking out their time for this interview. We are looking forward to more authentic and official merch access to many fans all over the country soon across India! For more details, check Winter Bear India’s official social media handle and website. Let us know which merch is your favourite in the comments?

34 Comments Add yours

  1. Moumita Mondal says:

    I’m really happy to know that they gonna open a store here in Kolkata also. I was always wondering whether we could get a official bt21 or line friends shop in india or not , but it’s really like dream came true feeling .I just can’t wait to go . Thanks to all of you who thought for us 💜

    1. Anjum shaikh says:

      Really so happy that this merch is launched in India 💜💜💜😍😍

    2. Anjum shaikh says:

      So happy to see this merch in India 💜💜💌

    3. Susmita Samanta says:

      I really want to visit this shop….so nice stationaries are here in this this departmental store….literally so cute all this things…

  2. As a fan I am very happy to know about the official launch of these merch and the store. Can’t wait for you to come to Delhi 💜

  3. DJ says:

    Very happy to know about the official merch store in India, hope to see there branches in other cities💜💜💜

  4. Congratulations for your opening! One day I’ll surely buy BT21 merch from here!

  5. Anonymous says:

    Finally it’s here im super excited ❤❤❤❤

  6. Mamoni says:

    It makes me so happy that Kolkata is also included in their future plans😭💜✨ Finally, they came to know about the huge fanbase in India💜😌🙌 I have been looking for an official merchandise shop for so long. In India, we can’t get the official merchandise😣if we want it that badly, so we have to depend on some random Instagram shops with fear😰but now I think it will be gone😇 And as an anime lover, I am glad to hear they are going to add Naruto’s and One Piece’s merchandise to the store in the near future, which makes my happiness double💗I can’t wait to visit there💜

  7. Loved visiting the store♥️♥️ It’s such a heaven for Kpop fans😍

  8. Tirna says:

    Amazing intiative to know that the company will sell official merch. I wish it opened in Kolkata also ❤

  9. Aayushi Mishra says:

    Can’t wait to visit the store!!

  10. Pooja Vishwanathan says:

    Amazing to see all these products getting an official launch. I wish the stores open in every corner of India for there lies a K-pop fan 💜

    1. Aayushi Mishra says:

      Let’s hope they open a store in delhi too!!

  11. Anonymous says:

    Finally we will get the Merches 😍😍😍 so happy

  12. Anonymous says:

    Really happy to see this merch in India ❤❤

  13. First of all i wanna thank winter bear India for taking the initiative to sell official merch considering the eagerness of kpop fans to make purchase of official merch I’ll make sure to purchase through online and i hope to visit the store soon in person too 🤞💜💜

  14. First of all i wanna thank winter bear India for taking the initiative to sell the official merch considering the eagerness of kpop fans to purchase the official products i hope to visit the store soon in person 💜💜

  15. Pranjul Sharma says:

    우리 타타 좋다! 타타를 주세요 💜

  16. Pranjul Sharma says:

    우리 타타 좋다! 타타를 주세요 💜 I wish to see these merch in our State too 😍😍😍

  17. Melissa says:

    good to know that they’re gonna have some things priced for under 3000k… price is definitely an issue…. but finally we can atleast buy authentic stuff.. but having this store at my convenience is also a plus point…

  18. Dikshitha says:

    Yooooo they are so beautiful ❤️❤️❤️❤️ stuffed toys are my favourite

    1. Hallyuism says:

      Ours too! ❤️

  19. Sabitri Manna says:

    Ahh!!! Wanna visit that

  20. Anonymous says:

    I never know that the store located in Chennai . I will make some time and go there definitely

  21. Malika says:

    Is there any Kang Tae-moo who can give me his limitless black card, so I can buy this all 🤣🤣

  22. Nikita Nayyar says:

    I am happy that India has its own merch store too 💜💜

  23. Anonymous says:

    My dream come true!💜 Happy to see 💜!

  24. Jayati says:

    Glad to see a BT21 pop up store in India

  25. Isha Sharma says:

    Wo that’s amazing

  26. Asma Pandey says:

    Happy for Kolkata peoples

  27. svt says:

    I’m looking forward to seeing the colorful and adorable characters from LINE Friends and BT21 come to life through the Winter Bear India Team’s multi-city pop-up stores across India.👌🙌

  28. rynwrsi says:

    I would really want to go here at least once.

  29. areezasaifi1 says:

    Woah…finally I’m really excited to visit this store..💜✨

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