United Inc, the Japanese maker of smartphone customization app Cocoppa, announced today that their flagship app has surpassed 25 million downloads, as of May 16. Cocoppa is a standout Japan success story in that it has quite successfully won fans in overseas markets, with 84% of their users from outside Japan. The service originally started back in July of 2012, averaging just over a million new downloads a month. As for user engagement, Cocoppa has seen 600,000 screen icons contributed to its platform, as well as 130,000 wallpapers. As you can see in the chart below, Cocoppa’s user base skews towards iOS. The Android version of the app has only been around for about a year (launched in May 2013), so expect this to be a more balanced distribution quite soon. Recently Cocoppa was challenged on its home turf by mobile giant Line, which launched its own homescreen customization app, Line Deco. That application is doing respectably well in major Asian markets, so this could be an interesting battle to watch in the coming months.