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If you have ever spent more than an hour around BTS fans, you have already met BT21. The eight cartoon characters are not just BTS merchandise. They are an entire universe of characters that BTS members themselves co-designed in 2017 and that LINE Friends developed into a massive global character brand. Today, BT21 is one of the highest-earning Asian character franchises after Pokemon and Hello Kitty, with stores, cafes, and seasonal merchandise lines across the world.
This guide walks through the BT21 universe: who the characters are, how they were created in partnership with the BTS members, the backstory and personality of each one, the stores where you can shop, and how the BT21 brand keeps expanding beyond BTS.
What Is BT21?
BT21 is a character brand jointly created by BTS and LINE Friends, the South Korean and Japanese messaging-app sticker company. Announced in late 2017 and launched in early 2018, BT21 features eight characters, seven of which correspond to the seven members of BTS plus one shared character (the robot Van) acting as the team's protector. The name combines BTS (BT) with the number 21, representing a future-forward "after we are 21" creative concept the members proposed.
Unlike most idol merchandise, BT21 characters were genuinely designed by the BTS members themselves during workshop sessions at LINE Friends headquarters. Each BTS member sketched the personality and rough design of their own character, then worked with LINE Friends professional designers to develop the final art. This authorship is part of why the characters feel so connected to BTS and why ARMY fans embrace them as extensions of the members.
The Seven Characters (Plus Van)
Each BT21 character represents one BTS member with a specific personality and backstory:
KOYA: Designed by RM. A sleepy, half-asleep koala with detachable ears who loves reading and naps. Reflects RM's quiet, intellectual side.
RJ: Designed by Jin. A fluffy alpaca who loves cooking, cleaning, and taking care of the team. Reflects Jin's caring, big-brother energy.
SHOOKY: Designed by Suga. A mischievous cookie who hates milk and pranks the others. Reflects Suga's witty, deadpan personality.
MANG: Designed by J-Hope. A dancing horse with a mask whose face is never revealed. Reflects J-Hope's role as the main dancer.
CHIMMY: Designed by Jimin. An optimistic puppy in a yellow hoodie who loves singing and dancing. Reflects Jimin's bright, hardworking image.
TATA: Designed by V. A heart-shaped alien prince from BT planet who came to Earth to spread love. Reflects V's creative, artistic personality.
COOKY: Designed by Jungkook. A muscular pink bunny who loves working out and has a wild side. Reflects Jungkook's gym-rat reputation and youngest-member energy.
VAN: A guardian robot summoned by Prince TATA to protect the team during their interstellar journey. Van represents ARMY, the BTS fandom itself.
The BT21 Universe Backstory
The BT21 characters share a single storyline. In the official lore, Prince TATA (V's character) travels to Earth from BT Planet to spread love. On the way, his guardian robot Van crash-lands and Tata teams up with the other six characters (each a stylized animal or food) to spread love across the universe. The narrative has been expanded through short animations, mobile games, and a Webtoon series, all released by LINE Friends and HYBE.
The franchise has since produced animated shorts, a series of Webtoons released through Naver, and several mobile apps including BT21 STAR and the BT21 universe game. The narrative is intentionally light and family-friendly, which has helped the characters cross over from BTS-specific fandom into mainstream Korean and Asian character culture.
BT21 Merchandise and Collaborations
BT21 has become one of the most prolific character merchandising brands in Asia. Standard merchandise includes plush toys (the most popular product), AirPods cases, phone cases, t-shirts, stickers, stationery, water bottles, mugs, and hoodies. Major collaborations have included Binggrae Banana Milk, Reebok shoes, Casetify phone accessories, Uniqlo UT, Levi's denim, MEGA Coffee, and dozens of seasonal limited-edition releases.
The most coveted BT21 items are the original 2018 standard plush series (still in production but in updated forms), the limited edition Hello Kitty x BT21 collaboration, and the Pokemon x BT21 collaboration. Korean ARMY fans collect entire character sets, often spending hundreds of dollars on a single character's full lineup.
Where to Shop BT21 in Seoul
If you visit Seoul as a BTS fan, the BT21 shopping circuit is essentially mandatory. The flagship destinations are the LINE Friends Square in Gangnam (the largest, six-floor flagship), LINE Friends Store in Hongdae (the most fan-friendly with a cafe), and LINE Friends Itaewon (the K-pop tourist favorite). Smaller LINE Friends stores in Myeongdong, Garosu-gil, and the COEX Mall round out the lineup.
The flagship Gangnam store includes a BT21 cafe (with character-themed drinks and desserts), photo booths, a customization counter, and limited-edition releases that often sell out within hours. The Hongdae location is best for browsing without crowds. The Myeongdong store is the most tourist-friendly with full English signage and tax refund support.
BT21 Cafes and Pop-Ups
BT21 has expanded beyond stores into cafes, themed restaurants, and traveling pop-up experiences. The BT21 Universe Cafe in Seoul (often at varying locations) features character-themed drinks (Cooky's Pink Latte, Tata's Heart Banana Milk), photo zones, and rotating limited-edition cookies. Major pop-up events have been hosted in Tokyo, Bangkok, Manila, Singapore, Los Angeles, and New York.
The Tokyo pop-up cafe at the Harajuku LINE Friends store has been particularly popular, drawing K-pop fans from across Asia. Newer ventures include BT21 themed hotel rooms (briefly at the Ramada Seoul in 2019), BT21 train cars on the KTX during major BTS anniversaries, and BT21 holiday cafe pop-ups at major Korean cafes like Mega MGC during winter.
Beyond BTS: BT21 as a Stand-Alone Brand
One of the most interesting things about BT21 is that the characters have grown beyond BTS-specific fandom. Many Koreans who are not BTS fans still collect BT21 merchandise because the designs are simply cute and the characters are appealing. The characters appear in Korean children's books, school supplies, and even airline collaborations with Korean Air's marketing campaigns.
This stand-alone strength is why BT21 will likely outlast any single BTS era. LINE Friends has continued releasing new collaborations, animated shorts, and merchandise lines even during BTS's military service hiatus. The characters now have their own creative identity, and for many fans, BT21 is the most accessible way to bring a piece of BTS culture into daily life.
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