The 22-year-old South Korean from Valencia spent two seasons with RCD Mallorca, where he scored six goals and provided seven assists last year. He came to the Parisian club this summer in exchange for 22 million euros. He is the first South Korean player in history to sign for PSG.
You may be interested | The Paris City Council rules out the sale of Parc des Princes to PSG
The spectacular sales of t-shirts bearing his name illustrate the success of the Paris Club’s marketing strategy, especially in the Asian market.
The club is known on the continent for its presence on pre-season tours. In 2018, PSG opened an office in Singapore. An option explained by Antena Asia-Pacific club director Sébastien Wasels at the time of the opening:
The Asian market currently represents 25% of our digital fans, which is very important. When you are here you can speak directly to those in charge and promote the club, its stars, but also Paris.
PSG Now write your players’ names in the Mandarin alphabet on Chinese New Year’s Day.
Our nightgowns with tangerine details for the new Chinese occasion! ????#PSGSDR pic.twitter.com/7KuGzFHXJ4
–Paris Saint-Germain (@PSG_inside) January 23, 2022
This summer, PSG staged a pre-season tour in Japan for the second year in a row, before wrapping up in South Korea. Wasels underlined this to RMC Sport. The importance of the area in the development of the club:
We opened our Asia Pacific office in 2018, shortly after the arrival of Kylian Mbappé and Neymar. We felt this was the right time to open it. All other major European clubs already had offices there, in Singapore or Hong Kong. It was time to do it. We have also opened an office in Shanghai and Tokyo. He has played a key role in the club’s strategy and brand development in this important area.
According to him, Kang-In Lee’s signature added to this the presence of other stars, which has already allowed them to sell t-shirts and spread the club’s image on the Asian continent.
Stars attract a lot of attention. Last year we also had Messi. But also Verratti, Donnarumma, Hakimi… We are lucky to have several stars at PSG, which our Asian fans are very happy with. The arrival of Kang-In Lee will also enable us to further develop in South Korea and throughout Asia.
Link copied
Source: La Neta Neta
I’m George Gonzalez, a professional journalist and author at The Nation View. With more than 5 years of experience in the field, I specialize in covering sports news for various print media outlets. My passion for writing has enabled me to craft stories that capture the attention of readers all over the world.
