Paris Saint-Germain kicks off officiel Friends & Family store in Seoul

PARIS, SEOUL: JULY 27th 2020 – Internationally renowned multi-sports club Paris Saint-Germain (“PSG”) has today established its first retail venture in Korea, in partnership with “Over the Pitch”.

In customary trailblazing form for the Club, the store will be the first of any European Football Club within Korea, with Seoul serving as one of a small selection of priority key cities for the French Champions. The pop-up store sets another new industry standard through its innovative multi-experience offering, bringing together PSG-inspired retail, food, beverage, and entertainment.

Representing Paris - the City of Light, limitless ambition, and passion - Paris Saint-Germain identified the City of Seoul as the perfect home to 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.


Over the past decade Paris Saint-Germain has pushed boundaries on and off the pitch, fearlessly evolving to embody everything the city of Paris is admired for – culture, elegance, and individuality. Fashion is deeply embedded within the Club’s DNA, represented by a series of landmark partnerships and collaborations with the biggest names and cultural icons including Nike, Jordan Brand, A BATHING APE, Edifice, Koche, Manish Arora, Afterhomework, Louis-Gabriel Nouchi, colette, Medicom Toy, Super73, the Rolling Stones, and many more. With its unfaltering love for style and creativity, Seoul is therefore undoubtedly the ideal destination for the Club’s pop-up store.

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.


‘Fenemeno’(Hokeun Choi), Art Director of Over the Pitch and its parent company H9PITCH STUDIO, said, "The collaboration goes beyond the launch of a pop-up store. We are planning various customizable products that use the studio's leading design capabilities and production experience."

A collaboration between P:#PSGWORKROOM - a lifestyle brand launched by Over the Pitch this month - and Paris Saint-Germain, is also scheduled for this fall, bringing the creative vision of the two brands together to deliver distinct products and cultural masterpieces.

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.”

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.”

Launching July 27th, the pop-up store will open doors with a selection of Seoul exclusive merchandise. Further details of opening events and ongoing news can be found at and Instagram page @over_the_pitch.

Address: 139, Seongmisan-ro, Mapo-gu, Seoul, Seoul Korea