OpenAI’s New Apps SDK: A Direct Challenge to Japan’s LINE “Super App” Era?

A fundamental shift in artificial intelligence is here, and it’s aimed squarely at how we get things done. OpenAI just announced that third-party apps are coming inside ChatGPT. This is far more than a simple update; it is the official launch of the OpenAI ecosystem. For a market like Japan, which is already dominated by the "super app" LINE, this new ChatGPT integration is not just an evolution—it's a direct strategic challenge.

At its DevDay 2025 conference, OpenAI unveiled that users can now access interactive tools from companies like Spotify, Canva, Coursera, and Zillow directly within their conversations. This transforms ChatGPT from a powerful text generator into a central, interactive hub.

“We want ChatGPT to be a great way for people to make progress," said CEO Sam Altman, emphasizing the goal of helping users be "more productive, more inventive, to learn faster." He explained these new in-chat apps "will enable a new generation of apps that are interactive, adaptive, and personalized."

A New Platform vs. Japan’s “Super App” King

This new system is OpenAI’s most aggressive move yet to build a world of applications around its AI. It follows the less-than-successful "GPT Store," which was a separate, clunky marketplace. This new ChatGPT integration is far more seamless, embedding tools directly into your conversation.

However, in Japan, this model faces a unique and powerful competitor: LINE.

With over 96 million users, LINE is not just a messaging app; it's a complete ecosystem. Japanese users already book taxis, order food, make payments (LINE Pay), read news, and even shop without ever leaving the LINE app. OpenAI is now proposing a new, conversational "super app" built on AI.

The question for Japan is no longer if AI will be integrated into daily life, but which ecosystem will win. Will users prefer LINE's established, all-in-one convenience? Or will they flock to the power and flexibility of a generative AI that can call upon any app?

How In-Chat Apps Will Look in Japan

The new ChatGPT integration is a key part of the expanding OpenAI ecosystem, represented by the familiar green logo.

The real power of this OpenAI ecosystem becomes clear when you imagine the specific Japanese use cases. By simply typing, users could draw in content from the services they already use.

• Real Estate: Instead of the US-based Zillow, imagine this. A user types, “Find me a 2LDK apartment in Fukuoka near the subway with a budget of ¥150,000.” ChatGPT could instantly call the SUUMO or LIFULL HOME’S app, displaying an interactive map and listings right in the chat.

• Travel: A user could say, “Plan a 3-day weekend trip to Kyoto for cherry blossoms.” ChatGPT could compare ryokan prices from Rakuten Travel and book Shinkansen (bullet train) tickets from Klook in one go.

• E-commerce: "Find me a second-hand jacket on Mercari under ¥8,000." The AI could pull in relevant listings, and users could even complete the purchase using OpenAI's Instant Checkout.

• Daily Life: You could ask, “What’s the fastest way to get to Shinjuku?” and ChatGPT could call the GO taxi app or the NAVITIME train app to display real-time options.

This level of seamless ChatGPT integration would be a massive leap in convenience.

Japan’s Developers: The Real Target of this News

While the initial app partners are global giants, the biggest news for Japan’s vibrant tech scene is the "Apps SDK." An SDK (Software Development Kit) is the toolkit that allows developers to build for a platform. With over 50% of Japanese game companies and 85% of all developers already using AI, the community is ready for this.

This is a golden opportunity. Instead of trying to build a rival large language model from scratch, a Japanese developer can now create a niche, powerful AI tool.

For instance, a developer at a company like AkiYaz, which focuses on Japan’s vacant akiya homes, could build an app. A user could then ask, “Find me an akiya in Chiba prefecture for under $50,000 that’s eligible for a renovation subsidy.” The AI could access AkiYaz’s database and provide a perfect, instant answer.

This is what we at I CAN JAPAN AI are most excited about: lowering the barrier for Japanese innovation in the global OpenAI ecosystem.

The Big Questions: Privacy and Platform Power

This powerful new platform raises critical questions, especially regarding privacy. OpenAI states developers must “collect only the minimum data they need,” but it's unclear how much of a conversation an app can "see." For a society that values privacy, this will be a major hurdle.

There's also the question of competition. How will ChatGPT choose between Rakuten and Amazon Japan, or between UberEats and Demae-can? OpenAI says it will "prioritize the user experience," but the potential to pick winners and losers is immense.

This story is just beginning. You can read the original report from TechCrunch. For more context on "super apps," and OpenAI has also posted details on its official company blog.

This announcement solidifies a new direction for AI. ChatGPT is no longer just a chatbot. It is aggressively becoming the central platform where you get things done, and it’s bringing the fight directly to Japan's established tech champions. As we explore what this means, you can learn more about our mission on our about page.