Missha, the popular Korean skincare and snail cream brand, have launched their Line Friends cosmetics range throughout Asia, offering it for sale in 12 different countries, according to the brand’s operator Able C&C. The Line Friends line features 10 signature characters from Naver’s messenger app Line, an app that’s available and increasingly popular throughout the region, having a significant install base in Brunei, China, Hong Kong, Kazakhstan, Malaysia, Mongolia, Myanmar, the Philippines, Singapore, Taiwan, Thailand and Vietnam. The brand will be offering between 10 and 70 different products from the Line range in each country, with the total number per country depending on local market conditions. Missha intends to adjust this lineup depending on the number of sales seen in each respective country. The character-themed range of cosmetics are expected to generate good sales, particularly throughout Taiwan and China, where the mobile messenger from Naver is widely used. “We expect our Line Friends edition cosmetics to help drive up Missha’s sales and brand awareness across Asia,” said Lee Gwang-sub, overseas business director for Able C&C.