Kang-in Lee more popular than Mbappé... in Paris!
Kylian Mbappé is seen as the shining light for Paris Saint-Germain but there’s a South Korean that has unleashed extra passion in French capital.
The signing of Kang-In Lee by Paris Saint-Germain, in addition to being a sporting investment, was perceived as an expansion of the Parisian club’s brand worldwide. In July, the club opened a store in Seoul, capitalizing on the excitement generated by the acquisition of the former Mallorca player, which ignited a frenzy in the South Korean city, resulting in long queues to acquire a jersey of the capital team’s new signing.
Kang-In Lee’s arrival will also enable us to expand in South Korea and throughout Asia
Sébastien Wasels
Lee trumps Mbappé in PSG shirt sales
Since then, the footballer has become an icon for PSG. In Paris, at the Champs-Élysées store, Kang-In Lee’s jersey has outsold even that of Kylian Mbappé, the main star of the Parisians following the departures of Lionel Messi and Neymar. Before matches, a multitude of South Koreans flock to the club’s Megastore in front of Parc des Princes to pick up a garment bearing the name of the Valencia youth academy graduate.
An excellent international break with 3 goals and 1 assist for Lee Kang-In who joins the #TOTW 🇰🇷 @EASPORTSFC #FC24 pic.twitter.com/Mq4qrHpJpO
— Paris Saint-Germain (@PSG_English) October 19, 2023
According to numbers pulled together by AS, Kang-In Lee has been the highest-selling player of jerseys in Paris this season, highlighting an extraordinary passion for a player who, unlike Mbappé, for example, doesn’t carry the label of a star in European football. The media in South Korea are also closely following every step taken by the winger, aware that he is part of a club with ambitions to win the Champions League, despite recent results indicating otherwise each season.
“They really like big stars. We had Messi last year, but also Verratti, Donnarumma, Hakimi - it’s fortunate to have so many stars at PSG, which greatly appeals to our Asian followers,” explained Sébastien Wasels, PSG’s CEO for Asian market expansion, back in August. “Kang-In Lee’s arrival will also enable us to expand in South Korea and throughout Asia. He is the first major Asian player to play for PSG. Obviously, this will help us in the region.”
Kang-in Lee’s creativity. 🇰🇷🪄 pic.twitter.com/6FFqzcMNyE
— PSG Report (@PSG_Report) October 13, 2023
Asain Games gold medal for Kang-in
Related stories
Luis Enrique, who approved his signing without hesitation, is delighted with the performance and dedication of the South Korean in training. Despite not being able to establish himself due to an injury in September, having played only three matches, his motivation to excel remains unwavering. His gold medal at the Asian Games, for which he was granted permission by PSG, exempting him from South Korea’s mandatory military service, has further enhanced his reputation.
Golden Kang-in Lee 🇰🇷🥇 pic.twitter.com/X3Ck8gs6EF
— Ligue 1 English (@Ligue1_ENG) October 20, 2023
On Saturday, in the match against Strasbourg at Parc des Princes, Kang-In Lee could be a starter. Warren Zaïre-Emery, PSG’s academy gem who established himself as a starter from the start for Luis Enrique, did not train with the rest of his teammates on Friday, opening up a potential opportunity in midfield that Kang-In Lee might seize. So far, the return on investment for his signing has been a success, contributing to the expansion of the club’s brand beyond its borders through jersey sales and commercial activities.