PSG has a goal to deepen China footprint

As the UEFA Champions League final approaches, defending champion Paris Saint-Germain (PSG) has brought its iconic global immersive experience, "Ici C'est Paris La Maison", to China for the first time.

Kicking off at Shanghai's century-old landmark Zhangyuan last week, the four-day cross-cultural extravaganza offered Chinese fans an authentic taste of French soccer and lifestyle, while also marking a new phase in the club's strategic development in China.

As one of PSG's six flagship "Ici C'est Paris La Maison" destinations worldwide in 2026, the Shanghai edition runs alongside those in London, Tokyo, Los Angeles, New York and Paris, integrating sport, fashion, gastronomy, art and technology.

Within the immersive space, set inside a transformed Shikumen building, the UEFA Champions League trophy is on public display in Shanghai for the first time, alongside iconic match visuals that trace PSG's glorious history.

The venue also features a range of Asia-exclusive collaborations, including a renewed capsule collection with Jay Chou's brand PHANTACi, an exclusive series by Parisian designer label Pieces Uniques that reinterprets traditional Chinese aesthetics, and the highly anticipated Labubu-themed jersey print — worn by PSG players during their Ligue 1 match against RC Lens on May 13.

"China is probably the most important market of all for us," Sebastien Wasels, managing director of PSG's Asia-Pacific operations, said in an exclusive interview with China Daily. "We have a huge number of passionate fans here who are eager to learn about football and support European football clubs. That's why it's natural for us to bring everything PSG represents to China."

PSG has amassed 7.6 million followers on major Chinese social media platforms, with 20 official supporters' clubs and seven PSG Academy training sites across Greater China, welcoming more than 750 youth participants annually.

The club's three previous China tours in 2014, 2018 and 2019 generated over 330 million global social media impressions.

"We were one of the first clubs to open an office in the Chinese mainland, especially in Shanghai, with local Chinese staff to drive our development here," Wasels explained.

"This year, we brought our key initiatives to Shanghai, which fully shows how crucial China is to the club."

Looking ahead to China's untapped potential, Wasels revealed that youth development will be the top priority, with plans to expand the PSG Academy across the entire Greater China region to leverage its expertise in nurturing young talent.

"We plan to bring our professional team back to China in the future to play games — maybe in Chengdu, Beijing or Shanghai, depending on (what) opportunities (present themselves)," Wasels said.

Commercially, in addition to strengthening its existing retail ecosystem, the club will attract more Chinese local partners and continue exploring cross-border opportunities.

PSG legend Claude Makelele, who is visiting Shanghai for the first time, expressed strong confidence in the future of Chinese soccer. "China has many talented young players, and good football education is key for them."

For promising young Chinese players, Makelele offered specific advice: "First, love football from the bottom of your heart — that's the foundation. Then, work hard every day and listen to your coaches and mentors who are helping you progress. Believe in yourself — football is a sport that gives everyone a chance. If you give your all and stay focused, anything is possible."

The former France international emphasized that the core of European youth training goes beyond skills, focusing on "fostering passion, discipline and collective spirit".

"With these qualities, plus good training and opportunities, Chinese football will have a bright future," Makelele said.

For PSG, cultural exchange always lies at the heart of its global strategy, extending beyond on-pitch competition and youth development, as the club pursues its ambition to become a lifelong cultural and lifestyle brand.

PSG chief brand officer Fabien Allegre emphasized that "La Maison is designed as a home for our fans, not just a one-off activation", a space where local culture and creativity intersect with Parisian aesthetics. Crucially, the project does not seek to replicate Paris, but to "reinterpret it through the codes, energy and sensibilities of each city, always with that distinct PSG twist".

This vision directly informed the club's choice of host city and venue. "Shanghai is a vibrant city. It's quite similar to Paris in terms of people's love for food, fashion and the future," Wasels further explained.

"Zhangyuan is a symbol of Shanghai and Chinese culture, so it was a perfect fit."

Echoing this sentiment, Makelele said:"Football can make the future brighter and bilateral relations better. As a representative of PSG and French football, I see myself as a symbol of this cultural exchange, and I'm willing to do my part to strengthen the bond between Chinese and French people through football."

Looking ahead to the upcoming Champions League final, he expressed high hopes for his former club's title defense: "Finals are always difficult — winning the trophy isn't just about playing well; it's about fighting until the end.

"They will give 100 percent effort, so I believe they have a strong chance of winning it again."