FC Bayern Expands International Presence With New Office in South Korea.

Roger Hampel

Photo Credit: FC Bayern Munich

FC Bayern Munich has opened a new representative office in Seoul, strengthening its presence in South Korea and advancing the club’s long-term internationalisation strategy. The move highlights South Korea’s growing importance as a market for European clubs, both in terms of commercial partnerships and fan engagement.

Office and Local Representation FC Bayern South Korea

The representative office is located at the German-Korean Chamber of Industry and Commerce. Dong-Hoon Seo has been appointed as FC Bayern’s central point of contact in Seoul, responsible for building relationships across business, sport, and community projects.

South Korean Connections

FC Bayern has cultivated strong ties with South Korea in recent years:

• Player presence: The club currently features national team defender Minjae Kim, one of South Korea’s most high-profile footballers.

• Touring activity: Bayern played in Seoul for the first time during the Audi Summer Tour 2024.

• Partnerships: Since 2019, Bayern has maintained a collaboration with the Korea Football Association (KFA), focusing on football development.

• Talent development: South Korean youth players have been integrated into the FC Bayern World Squad program.

• Commercial ties: Bayern continues its long-term cooperation with Nexen Tire, a global tyre manufacturer headquartered in South Korea.

  
  

Commercial Context

The Seoul office represents another step in Bayern’s efforts to establish direct representation in key international markets. The club already operates offices in New York, Shanghai, and Bangkok, which serve as platforms for commercial expansion, fan engagement, and local partnerships.

By formalising its presence in South Korea, FC Bayern aims to deepen its footprint in Asia, a region viewed as central to future growth in sponsorship, merchandising, and grassroots development.