Paris Saint-Germain opens its new flagship store in Seoul

The legend Jay-Jay Okocha accompanies the club to Seoul to meet Korean fans.

Paris Saint-Germain inaugurates a new iconic boutique in Seoul, following the opening of its first outlet in the country in 2019. Propelled by its surging popularity in South Korea, the club strengthens its ties with an increasingly large fan community by offering them unique experiences.

A new store and an exclusive local collaboration with Soundshop Balansa

The Paris Saint-Germain's new flagship store spans three levels, including a café space where visitors can dine while exploring exclusive collections and items showcasing the club in pure, culturally inspired South Korean-themed spaces. Tshirts, bandanas, keychains, pins, caps, and beanies from the collaboration with the South Korean brand Soundshop Balansa will be exclusively available, and in limited edition, at Paris Saint-Germain stores in the country. The three-level boutique is located in the Apgujeong district at 12 Seolleung-ro 157-gil, Gangnam-gu, Seoul. The top floor of the building houses a VIP space.

A private inauguration event for local influencers will take place on March 8th, providing a unique moment between the club and several personalities, including one of the most iconic legends of the club, Jay-Jay Okocha.

Jay-Jay Okocha, Paris Saint-Germain legend and former player: "It's a pleasure to be in Seoul with Paris Saint Germain to meet and experience great moments with Korean fans. The club continues to grow in the hearts of international fans, and the inauguration of this new store will further ignite the passion for PSG in Korea."

A dedicated pop-up store for exclusive collections will open its doors on March 9th at the Starfield Hanam shopping center, located at 750 Misa-daero, Hanam-si, Gyeonggi-do in Seoul.

Subsequently, on March 10th, the brand-new Paris Saint-Germain store in the Apgujeo neighborhood will officially open to the public and host the broadcast of the match between Paris Saint-Germain and Reims. On this occasion, the club will pay tribute to its Korean community by offering a special Korean-language jersey with a floral motif. This exclusive jersey will be available for purchase on and in Paris Saint-Germain stores starting from March 8, 2024.

The growing enthusiasm among Korean supporters for Paris Saint-Germain

The opening of these spaces, including a large-scale store, responds to the increasing enthusiasm of South Korean supporters for Paris Saint-Germain. With the arrival of Kang-In Lee, Paris Saint-Germain has witnessed a rising interest from fans in South Korea, positioning the club as the 2nd most followed football club in the country with over 24,000 subscribers on X. After France, South Korea is the second-highest country following Paris Saint-Germain's activities on YouTube this season. This momentum is also reflected in the increasing attendance at Parc des Princes: a +20% increase in South Korean fans during the first team matches and a +300% rise in visits to the Stadium Tour.

Sébastien Wasels, Managing Director of Paris Saint-Germain Asia-Pacific says: "Paris Saint-Germain is generating exponential enthusiasm in South Korea. The club has quickly established very strong connections with its supporters there. South Korea represents a strategic market for Paris Saint-Germain, and the opening of this new boutique is a crucial step to continue growing the club in Asia and beyond."

The surge in popularity of Paris Saint-Germain in South Korea is also reflected in the commercial success of its first boutique opened in Seoul in 2019 and the triumph of its tour in the country in August 2023. The country is now the club's second-largest market in terms of e-commerce. In November 2023, Paris Baguette made history by becoming the first South Korean company to collaborate with the club, highlighting the evident passion of South Koreans for the City of Light and its iconic club.

With the opening of this new space in Seoul, Paris Saint-Germain continues to showcase its colors worldwide and assert itself as the club of the new generation. It reinforces its international presence, which already includes establishments in North America (New York, Miami, Las Vegas, Toronto), Asia (3 in Tokyo, Seoul), London, and Doha.

The Paris Saint-Germain Academy

Paris Saint-Germain has also solidified its presence in South Korea through its Academy, where nearly 1000 children in the Seoul region train to enhance their football skills using the club's methods. The Academy will be celebrated on March 10th, with Jay-Jay Okocha in attendance at the Cheongna City site for a special training session with 30 young talents from the Academy.