Starting in March 2025, LINE Pay—the payment service embedded within Japan’s leading messaging app LINE—will begin trialing its native cryptocurrency, LINK, as a payment option for online merchants across Japan. This move marks a significant step in integrating blockchain technology into everyday digital transactions and reflects LINE's broader vision of building a user-centric, real-world applicable blockchain ecosystem.
Unlike ChainLink’s token of the same name, LINK is the native utility token of the LINE Blockchain network. During the trial phase, users can make purchases using LINK through LINE Pay with zero transaction fees. The initiative aims to expand practical use cases for LINK, enhance user convenience, and promote wider adoption of digital currencies in daily life.
Seamless Integration Between Wallet and Exchange
When users select LINK as their payment method within LINE Pay, tokens held in their LINE BITMAX exchange account are automatically transferred to their LINE Pay wallet to complete the transaction instantly. This seamless integration eliminates friction between holding and spending cryptocurrency, offering a smooth user experience that mirrors traditional digital payments.
To encourage early adoption, LINE is offering an incentive program: users who complete a test transaction using LINK will receive a 10% rebate in LINK tokens based on the transaction amount. This promotional strategy not only drives engagement but also reinforces the value proposition of using LINK as a functional currency rather than just a speculative asset.
In line with its long-term roadmap, LINE Pay intends to extend this functionality beyond the trial period, gradually expanding LINK’s acceptance from select online merchants toward broader participation in Japan’s growing cashless economy. Guided by the principle of “designed for everyone,” the company envisions LINK becoming a widely accessible and intuitively used digital currency integrated into everyday consumer behavior.
The Origins of LINE: Born from Crisis
LINE’s journey began in the aftermath of the 2011 Great East Japan Earthquake. As communication networks collapsed due to infrastructure damage and power outages, millions were left unable to contact loved ones. Recognizing this critical gap, NHN Japan—the developer behind LINE—rushed to create a lightweight, internet-based messaging app that could function even under unstable network conditions.
The app launched just three months later and quickly became essential for sharing emergency information and confirming personal safety. Its timely release and intuitive design resonated deeply with Japanese users. By late 2011, LINE had evolved into a full-featured social platform featuring customizable stickers, voice calls, and group chats.
Fast forward to recent years, LINE has solidified its dominance in Japan’s digital landscape. As of 2020, it boasted approximately 84 million monthly active users—nearly two-thirds of Japan’s population—surpassing global giants like Twitter and Instagram in domestic reach according to Statista data.
Building a Blockchain for Everyday Life
With a massive user base already engaged in messaging, shopping, and content consumption via its platform, LINE sought to deepen its ecosystem by venturing into financial technology—particularly blockchain.
The company’s mission is clear: build the most life-integrated blockchain—one where digital assets aren’t confined to exchanges or speculation but are used routinely for payments, rewards, and digital ownership.
In 2018, during its annual strategy meeting, LINE unveiled an ambitious plan to transition toward a tokenized economy. A key component was launching cryptocurrency exchanges tailored to regional markets:
- BITBOX, launched in Singapore in 2018, targeted global users but couldn't serve Japanese residents due to regulatory constraints.
- LINE BitMax, introduced in 2019 through subsidiary LVC, was specifically designed for the Japanese market and fully integrated within the LINE app.
This integration allows users to access trading services directly from their LINE wallet, with LINK serving as the primary utility token. It enables seamless movement between communication, finance, and commerce—all within a single interface.
👉 See how integrated crypto wallets are shaping the future of mobile finance.
Decentralized Applications and Token Distribution Strategy
To drive adoption of LINK, LINE partnered with South Korean blockchain firm ICON to develop LINE Blockchain, a decentralized network supporting dApps (decentralized applications). Rather than monetizing LINK through public sales or ICOs, LINE adopted a unique distribution model focused on rewarding user participation.
DApps on the LINE Blockchain fall into two categories:
Reward-Type DApps: Approved by the internal LINK Secretariat, these apps distribute free LINK tokens to users for engaging with content or contributing value. Examples include:
- Content platforms where users earn tokens for watching videos or reading comics.
- Social apps like SomeSing, a karaoke-style platform where singing and receiving likes generate rewards.
- Peer-to-peer transfers and micro-payments within games or communities.
- General-Type DApps: Open to all developers, these function similarly to Ethereum-based dApps, allowing innovation without centralized gatekeeping.
By distributing LINK based on contribution rather than investment, LINE fosters a co-creation ecosystem where users, creators, and developers grow together—a refreshing contrast to marketplaces driven solely by speculation.
Entering the NFT Space with LINE NEXT
Capitalizing on the global NFT boom, LINE launched LINE NEXT in December 2024—a dedicated subsidiary focused on building an accessible NFT ecosystem. While NFTs were already tradable on LINE BitMax using LINK, LINE NEXT aims to go further by creating an open marketplace where creators can mint, sell, and manage NFTs directly.
Key features include:
- Direct profit retention for creators upon NFT sales.
- Interoperability across LINE accounts via BITMAX Wallet.
- No need to manage private keys—making crypto asset management safer and simpler for non-technical users.
According to CEO Ko Yongsu of LINE NEXT:
“NFT technology will reshape industries ranging from content and gaming to social commerce. With a decade of innovation behind us in Asia’s most dynamic markets, we’re now bringing that same focus to revolutionize the NFT space.”
This positions LINE as a pioneer in democratizing digital ownership while lowering barriers to entry for mainstream audiences.
Competitive Landscape and Global Trends
LINE’s closest counterpart is South Korea’s Kakao, whose Ground X division developed the Klaytn blockchain. Like LINE, Klaytn emphasizes usability and real-world integration through its proof-of-contribution model. Recent partnerships with Japanese tech giant GMO Internet Group highlight growing cross-border collaboration in areas like stablecoins and metaverse development.
Meanwhile, major global platforms—including YouTube, Twitter (now X), Facebook (Meta), and Reddit—have also signaled interest in integrating cryptocurrency and NFTs into their ecosystems. LINE’s head start in Asia gives it a strategic advantage in shaping how social media intersects with decentralized finance.
Frequently Asked Questions (FAQ)
Q: Is LINK the same as ChainLink’s token?
A: No. Despite sharing the ticker symbol “LINK,” LINE’s token operates independently on the LINE Blockchain and is unrelated to ChainLink’s oracle network.
Q: Can anyone use LINK for payments?
A: Currently, LINK payments are being piloted for select Japanese online merchants via LINE Pay. Broader availability will depend on the trial’s success.
Q: How do I earn LINK tokens?
A: Users can earn LINK by participating in reward-type dApps, completing transactions during promotional periods, or trading on LINE BitMax.
Q: Do I need technical knowledge to use NFTs on LINE?
A: No. LINE NEXT simplifies NFT management through wallet integration and removes the need for private key handling.
Q: Is there a fee when paying with LINK?
A: During the trial phase, LINK payments via LINE Pay are commission-free.
Q: Will LINK be available outside Japan?
A: While currently focused on Japan, LINE’s ecosystem expansion suggests potential international rollout in the future.
👉 Start exploring blockchain-powered payments today—step into the next era of digital finance.
Conclusion
LINE’s integration of LINK into its payment system isn’t a sudden pivot—it’s the culmination of years-long strategic development rooted in real-world utility. From disaster response origins to blockchain innovation, LINE continues to redefine what a social platform can become: a fully integrated digital lifestyle ecosystem.
With strong user adoption, thoughtful tokenomics, and forward-looking ventures like LINE NEXT, LINE is positioning itself at the forefront of social-fi convergence, where communication, finance, and digital identity merge seamlessly—all powered by LINK.