Football club PSG has become the first European side to open a retail outlet in Seoul, South Korea’s capital city.

The new store – which is described as a pop-up but looks rather long-term to us – was organised with local football magazine Over the Pitch. It will sell a range of branded goods, including food-and-beverage items, sports products and entertainment, with a number of exclusive items available only at Seoul.

“Seoul has long been a key target city for Paris Saint-Germain, a core pillar of our international strategy, and so we are thrilled today to step up our commitment to the market and become the first European club to launch an official store in Korea, with this innovative retail concept,” said the club’s head of diversification and merchandising Fabien Allegre.

“Seoul and Paris go hand in hand as two iconic cities, and we enjoyed our successful collaboration with Over the Pitch during our previous PSG tour in Miami.”

The venue, which opened last week, includes the licensed store, a themed cafe, and a display of the team’s football jerseys.