Line takes local approach to outflank Facebook in Asia

Singapore

LINE Corp has an instant message for Facebook Inc: Asia is ours.

Country by country, the chat app from Japan is signing up new users by adopting a different strategy in each place. In its home market, cute bunny and bear stickers drew in everyone from schoolgirls to suit-clad businessmen. In Indonesia, Line built a classmate-connecting service after learning that alumni networks are a powerful social glue there. In Muslim countries, Line rolled out special features for people observing the Ramadan fast.