Paris Saint-Germain has opened a pop-up store in Seoul

Paris Saint-Germain continues its global expansion process, taking root for the first time in South Korea, taking advantage of the collaboration with the collective Over the Pitch.

PSG has identified Seoul as the perfect location for its latest project thanks to the cultural excellence and creative energy of the South Korean capital, along with its population's passion for football. In the last ten years in the French club it has expanded its borders off the field, spreading the Parisian culture and the fashion rooted in its DNA to the highest levels, externalized through a series of collaborations with the biggest names in the streetwear world including Nike, Jordan , A BATHING APE, colette, Medicom Toy, Rolling Stones and many others.

It is the first time that a European club has decided to open a shop - despite being a pop up store - in Korea, focusing not only on the commercial aspect but also offering a total experience; in fact, the new concept store will combine three distinct experiences: an official PSG shop, a themed café and an area with a nostalgic selection of memorable jerseys.

Fabien Allègre, head of diversification and merchandising at Paris Saint-Germain, said: ''Seoul and Paris go hand in hand as two iconic cities, and we enjoyed our successful collaboration with Over the Pitch during our previous tour of PSG in Miami. We look forward to the creative opportunities that await us and the creation of strong connections with new and existing admirers of all that Paris Saint-Germain represents''.