In the classic trailblazing fashion that the club are renowned for, Paris Saint-Germain have become the first of any European Football Club to establish a retail venture in Korea, opening the official ‘Friends & Family’ store in Seoul. The pop-up store sets another new industry standard through its innovative multi-experience offering, bringing together PSG-inspired retail, food, beverage, and entertainment.

A rich cultural hub with an unfaltering love for style and creativity, Korea is fast becoming a hotbed for football, as exemplified when Nike chose the nation as their latest canvas for creativity. And now PSG follow suit, setting their sights on the Asian country for their latest venture away from the pitch. The Ligue 1 champions identified the City of Seoul as the perfect home for its latest overseas project, paying homage to the capital city’s cultural excellence and creative energy, along with the passionate connection to football of the Korean population as a whole.

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Launching in in partnership with “Over the Pitch”, the new retail concept is located at Pitch Seoul and will fuse together three distinctive experiences to the Korean consumer: an official licensed Paris Saint-Germain store, a PSG-themed cafeteria, and a nostalgic offer of a selection of the most memorable football jerseys. Lifestyle consumers and fans of Paris Saint-Germain will have, for the first time anywhere across the globe, in-store access to the series of coveted #PSGLIMITED products, with the range so far including a PSG-kitted Bearbrick by Medicom Toy, a Parisian-themed inflatable stand up paddle board produced by Surfpistols, a designer Garden Chair by Helinox, and a hand-crafted Fly Fishing set, with further highly limited releases ahead. In short, you want to buy a PSG fondue set while drinking your PSG coffee and wearing your PSG pants, this’ll be the place to do it. 

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Paris Saint-Germain’s Head of Diversification and Merchandising Fabien Allègre said: “Seoul has long been a key target city for Paris Saint-Germain, a core pillar of our international strategy, and so we are thrilled today to step up our commitment to the market and become the first European club to launch an official store in Korea, with this innovative retail concept. Seoul and Paris go hand in hand as two iconic cities, and we enjoyed our successful collaboration with Over the Pitch during our previous PSG tour in Miami. We look forward to the creative opportunities ahead and to building strong connections with new and existing admirers of everything Paris Saint-Germain represents.

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Sébastien Wasels, the capital club’s Director for Asia Pacific added: “We are delighted to launch our first official store in Seoul following the great success of our stores in Japan. Our fan base in Korea has grown dramatically over the past few years and it will give them the opportunity to discover the latest PSG collections and premium collaborations including our Jordan line. Ever since the opening of the club’s Asia Pacific office, Paris Saint-Germain has been one of the most dynamic clubs in the region, signing partnerships with Asian brands such as LOVEBET, Ping An, Betway and BULK HOMME. The club toured in Asia in 2018 and 2019 to engage with partners and fans – this new store serves as the next chapter in our commitment to the region.”

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The PSG pop-up store opened its doors on 27 July with a selection of Seoul exclusive merchandise. Time to pack your PSG bags and head to Korea.