Messaging was rapidly becoming the most popular online activity, especially in Asia where traditional email was giving way to mobile chat platforms like LINE, WeChat, and Kakao in 2010s. These platforms are not just reshaping communication but also driving the craze for unique, expressive stickers. LINE, with its 170 million monthly active users—79 million in Japan alone—is a leader in this digital revolution.

MAC Japan tapped into this trend by teaming up with one of the most sought-after illustrators on the LINE Store. Together, they crafted a collection of distinctive stickers that perfectly blend edginess with elements of beauty and fashion, resonating both online and offline. This innovative collaboration didn't just capture hearts; it also achieved remarkable results, with over 2 million downloads and a notable 27% surge in sales.