When you play this, and win map choice, Can opposing characters also get objects? or just friendly characters?

No they cannot.

Thank you.

That's not how I read it at all. The bonus never specifies "friendly" characters. It seems global to me.

Location rules specifically mention that only you can use the bonuses.

The friendly part only applies if you've paid the cost for the location.

Further, it only applies if you choose the map. You and your opponent may have paid for the same location bonus. In that situation, provided the winner of the initiative roll chooses that map, they will be the only one to be able to use that effect, while the other player will only get the consolation.