South East Asia messaging and e$-$commerce platforms, WeChat in China and Line in Japan, have successfully fended off would$-$be competitors from other parts of the world. This is largely because they offer features tailored to the culture of their home countries. For example, WeChat enables users to send virtual replicas of hongbao, red money envelopes exchanged as traditional Chinese New Year gifts. Line is known for uniquely Japanese character merchandise. In terms of the PARTS framework, WeChat and Line have successfully changed the of the competitive game.

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