Kang-In Lee, the South Korean footballer, has become an icon for Paris Saint-Germain (PSG) since his arrival in the club. His popularity has surpassed that of Kylian Mbappé, the French international and one of the best footballers in the world. Lee’s arrival in PSG has not only been a sporting bet but also a way for the club to expand its brand worldwide. In July, PSG opened a store in Seoul, capitalizing on the frenzy caused by Lee’s signing, which sparked great queues of fans eager to get his jersey.
Lee’s popularity has been a boon for PSG, with his jersey being the best-selling in the team’s store on the Champs-Élysées, outselling even Mbappé’s. Before matches, the PSG Megastore located in front of the Parc des Princes sees a surge of South Korean fans flocking to buy Lee’s merchandise. The South Korean media is also following Lee’s every move, aware that he is playing for a club that aspires to win the Champions League.
Lee’s popularity has also helped PSG expand its brand in Asia, with the club’s CEO, Sébastien Wasels, stating that Lee’s arrival would allow PSG to expand in South Korea and the rest of Asia. Lee is the first Asian player to play for PSG, and his arrival has generated immense excitement among the club’s fans in Asia.
Luis Enrique, the PSG coach, is pleased with Lee’s performance and attitude in training, despite the South Korean only playing three games due to injury. Lee’s motivation to succeed is evident, and his gold medal at the Asian Games has further enhanced his brand value.
Lee’s impact on PSG’s brand is not limited to merchandise sales but also commercial activities. The club’s expansion into Asia is a strategic move to increase its fan base and revenue streams. Lee’s popularity has brought PSG closer to achieving this goal.
Kang-In Lee’s arrival at PSG has been a success, both on and off the pitch. He has become an icon for PSG, surpassing even the club’s established stars. Lee’s impact has helped PSG expand its brand in Asia, which is a significant market for football. PSG’s investment in Lee has paid off, and he is poised to become a key player for the club in the future.