Line built a “pop-up” store at a mall in Indonesia. It’s adorable, and we took pictures.

Chat application Line just opened a “pop-up store” in a Jakarta Mall as part of a Christmas-themed promotion. The Line team, in lieu of building an actual permanent storefront, set up characteristically-adorable stands selling Line merchandise like dolls, smartphone cases, stickers, and notebooks.

The merchandise wasn’t cheap. A large Cony head doll cost IDR 5.000.000 (about $415) dan a medium-sized doll cost IDR 280.000 (about $23). Even so, many visitors browsed the aisles enthusiastically. Check out the pictures below to get a glimpse of the cuteness-overdrive.

At the mall, Line also announced several other upcoming promotions throughout the holiday season such as a fashion show, a Pokopang competition, and late night shopping sessions.

As of August 2013 Line claimed to have 14 million registered users in Indonesia. Whereas Line has locked down the messaging space in Taiwan, Thailand, and its native Japan, the company faces many competitors in Indonesia such as Blackberry Messenger, WeChat, and KakaoTalk, the latter of which recently revealed it acquired 13 million registered users in the country.

(Editing by Josh Horwitz)