Paris Saint-Germain Opens First Permanent Official Store in Hong Kong as Part of Asia Retail Expansion.

Roger Hampel

Image: Paris Saint‑Germain

Paris Saint‑Germain has opened its first permanent official club store in Hong Kong, marking a further step in the club’s long-term retail and merchandising expansion across Asia. The store, located inside the K11 MUSEA complex, becomes the 13th official PSG store globally and reinforces the club’s strategy of building direct-to-consumer touchpoints in key international markets.

The Hong Kong opening follows a broader shift by Paris Saint-Germain toward permanent retail presence in high-traffic luxury and lifestyle destinations, moving beyond pop-ups and temporary activations.

Asia-Focused Retail Strategy Paris Saint-Germain

Hong Kong has been selected as a strategic retail hub due to its position at the intersection of tourism, luxury retail and regional consumer flows. By opening a permanent store at K11 MUSEA, PSG secures year-round visibility in one of Asia’s most visited shopping destinations, rather than relying on seasonal or event-driven retail formats.

The store launch aligns with PSG’s wider Asia strategy, where the club has prioritised physical retail as a complement to digital commerce and brand partnerships.

Fanatics China as Local Retail Partner

The store has been developed in collaboration with Fanatics China, continuing PSG’s partnership-led retail model in international markets. This approach allows the club to scale its merchandising operations while leveraging local expertise in logistics, licensing and consumer behaviour.

Product Mix and Localised Collections

The Hong Kong store offers a full range of PSG products, including official match kits, lifestyle collections and accessories. The product mix reflects PSG’s positioning at the intersection of football and fashion, with collections linked to Jordan Brand, Kevin Durant and BLACKPINK featured prominently.

In addition, PSG has introduced an exclusive capsule collection dedicated to Chinese New Year 2026, designed specifically for Asian consumers. Localised capsules remain a key lever in PSG’s merchandising strategy, enabling premium pricing and regional relevance.

Scale of PSG’s Asian Fanbase

The retail expansion is underpinned by PSG’s significant fanbase in the region. The club reports approximately 131 million fans in China and more than 65 million supporters across Asia, making the region one of PSG’s most important growth markets outside Europe.