Julie’s x LINE Limited Edition Cookies Media Launch

julies girls

You remember the Julie’s biscuits that we all grew up with? I fondly remember eating lots of these when I was a kid, it was one of the staples of growing up. I absolutely *loved* their Cheese Sandwich back then, I couldn’t have enough when it came out. It was revolutionary at the time. Absolutely fabulous!

julies cheese sandwich

This is what it looked like! This is the box with 18 convenient individually wrapped packs which wasn’t available back in the early 90’s, but I would have happily eaten the entire box when I was a still growing boy! πŸ™‚ There was a media launch event for the unveiling of a new product dubbed Julie’s x LINE on the 4th of July and true to the name, it’s a collaboration between Julie’s and LINE (the app).

juliesxline art

I was quite surprised coz this isn’t a usual collaboration – there’s not much in common between a confectionery manufacturer and the developer of a communications app for smartphones – at least that’s what I thought at first.

juliesxline mascot

It turns out that the popular characters from LINE – Brown and Cony – is a collaboration between Julie’s and LINE for this season’s Oat 25 cookies range.

cony brown cookies

The first collaboration came out with Brown, the popular character from LINE and this second launch is to add one new character – Cony!

juliesxline registration

Interestingly, we received instructions to either dress in brown or pink. I didn’t quite get it at first until I realized that they were the colors of the popular LINE characters!

juliesxline me

Brown is the color of the the LINE character Brown (the bear) and Cony the rabbit/bunny is the pink bit! I have a pink shirt, which I don’t wear a lot (but I hear looks good on me), so I thought I’ll go with that to the launch of Julie’s x LINE.

juliesxline cookies

The Julie’s x LINE OAT 25 Cookies are limited edition. It’s available in these cute little metal boxes which has Julie’s oat biscuits inside and either Brown or Cony from LINE on the cover.


The Cony and Brown variations aren’t purely superficial though – the chocolate and strawberry flavors in Julie’s x LINE Limited Edition cookies are specifically chosen to match Brown’s peculiar characteristics and Cony’s sweet attributes. On top of that, Brown is known for his love for chocolate cookies while Cony looks adorable in pink.

juliesxline cony brown

I thought it was a stroke of pure genius, at least when the Julie’s mascot came out with both LINE’s popular Cony and Brown! You can get the limited edition Julie’s x LINE Oat 25 Cookies in any AEON, The Store, selected Popular outlets and many more hyper/supermarkets nationwide!

juliesxline media launch

There’s also a Snap, Tag & Win photo contest going on with the hashtag #JuliesLINEcookies, so if you’re a fan of both LINE’s cute characters and Julie’s biscuits, head on over to the Julie’s Facebook page for more information about this Facebook and Instagram contest! πŸ™‚

juliesxline event

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18 thoughts on “Julie’s x LINE Limited Edition Cookies Media Launch”

    • Yeah, I thought they’re pretty cool too! πŸ™‚

      LINE is *HUGE* in Japan – lots of people there think the characters Cony and Brown are “kawaii” (cute). Smart of Julie’s to do a collaboration with them.

  1. Julie’s x LINE Limited Edition Cookies sounds so canggih.. I don’t really get your post, I have to re-read a few times.. Wait, Julie’s + Line? I really dont get it.. Errr, confession: I still don’t get it, hehe..

    • The “x” means collaboration. πŸ™‚

      You’ve probably heard it in fashion circles e.g. The Simpsons x MAC Cosmetics. It’s just a trendy way to say collaboration and this is a collaboration between the popular characters in the LINE application for iOS/Android (huge in Japan, known for their “stickers” emojis) and Julie’s, the biscuit maker, who produces stuff like the famous Julie’s Cheese Sandwich.

      It’s pronounced “for” with the second label/brand/person said FIRST e.g. “LINE for Julie’s”. Or you can just say it without the “x” e.g. “Julie’s LINE”.

      Most people here get it wrong, they either say “times” or “x” or some weird permutation. Heh.

    • Yeah, I love the Cheese Sandwich and my sister loved the Peanut Butter ones! πŸ™‚

      This is nice too, the Japanese go crazy for everything limited edition and cute. I found out that a of them find the LINE app characters Brown and Cony “kawaii” and I don’t think this is available in Japan! It’s a good collaboration.

    • Yeah, I love those too! πŸ™‚

      I liked the Cheese Sandwich, my sis likes the Peanut Butter. Yeah Julie’s were the best childhood memories!

    • Yeah, they’re quite good! πŸ™‚

      I remember loving their Cheese Sandwich when I was a kid, could eat TONS of them. They’re now going into a more premium market with this collaboration, or rather a more collectible market.

  2. I still love to eat the Cheese Sandwich till today and they go perfectly well with any hot coffee!
    I must check out the lines available now. I am so outdated and your blogs certainly keep my abreast with the latest trends! Thank you Huai Bin!

    • I think they sell out quite fast! πŸ™‚

      I went to check for this one and I couldn’t find it at the usual store neat my place. This is Julie’s collaboration with LINE, wanted to get it coz it’s limited edition to keep. Haha.

    • Yeah, this is the limited edition ones! πŸ™‚

      It’s a collaboration with LINE for their two characters Cony and Brown, and it comes in a metal tin!

    • Yeah, supposedly can get at AEON! πŸ™‚

      I can’t seem to find it at the one near my place though but maybe you’ll have better luck. It’s limited edition, so might have run out.


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