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Paris Saint-Germain opens new Seoul flagship

Paris Saint-Germain has opened a new flagship boutique in Seoul, following the opening of its first location in South Korea in 2019.

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Located in the capital city’s Apgujeong district, the new Paris Saint-Germain store span three levels, and includes a top floor VIP space, and a café and bar where visitors can dine while exploring exclusive collections and items in-store.

In addition to team merchandise, shoppers will find a collaboration with the South Korean brand Soundshop Balansa, limited-edition T-shirts, bandanas, keychains, pins, caps, and beanies will be exclusively available at the Paris Saint-Germain store and other stores throughout the country.

The French football club will also pay tribute to its Korean community by offering in-store a special Korean-language jersey with a floral motif.

Meanwhile, a dedicated Paris Saint-Germain pop-up store for exclusive collections also opened its doors at the Starfield Hanam shopping centre, in Seoul, earlier this month.

Since its entry into South Korea five years ago, the Asian country has become the club’s second-largest market in terms of e-commerce, with the club boasting over 24,000 Korean subscribers on X.

After France, South Korea is the second-highest country following Paris Saint-Germain’s activities on YouTube this season too.

The club’s Korea momentum is also reflected in the increasing attendance at Parc des Princes: a 20 percent increase in South Korean fans during the first team matches and a 300 percent rise in visits to the Stadium Tour, according to a press release.

“Paris Saint-Germain is generating exponential enthusiasm in South Korea,” said Sébastien Wasels, managing director of Paris Saint-Germain Asia-Pacific.

“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.”