Paris Saint-Germain (PSG), the team of Lee Kang-in (24, PSG), is engaging in aggressive marketing in South Korea.

Paris Saint-Germain announced a new local partnership with SK Magic, a rental company specializing in water and air purifiers. As part of this collaboration, SK Magic plans to launch a series of exclusive PSG x SK Magic products, starting with a compact direct water purifier sporting the joint brand of PSG and SK Magic in March. Additionally, various marketing activities will be carried out, such as merchandise giveaways, trips to Paris, fan events, and meetings with PSG legends, to enhance communication with South Korean soccer fans.

Strategic partnership for Paris Saint-Germain's entry into Asia

SK Magic, a subsidiary of the SK Group, one of South Korea's leading conglomerates, boasts over 30 years of history as a pioneer in the home appliance rental industry. Well-known for its innovative technology and customer-centered approach, SK Magic has gained popularity particularly among the MZ generation through collaborations with lifestyle brands. This partnership with Paris Saint-Germain is expected to further enhance SK Magic's brand recognition globally and strengthen its competitiveness in key markets.

Yoon Hyun-jung, the head of marketing at SK Magic, noted at the official signing ceremony held in Seoul on Feb. 25, "I am very pleased to collaborate with a global prestigious club like Paris Saint-Germain."

He added, "This partnership will greatly help enhance SK Magic's global brand presence and provide customers with a unique brand experience. We plan to conduct various marketing campaigns aimed at strengthening relationships with customers and enhancing communication through this collaboration."

Expanding influence in Asia

This partnership marks an important step for PSG to strengthen its foothold in the South Korean and Malaysian markets. With the popularity of star player Lee Kang-in and others, Paris Saint-Germain continues to engage with fans in Asia.

Sébastien Wazels, director for the Asia-Pacific (APAC) region at Paris Saint-Germain, expressed, "This partnership with SK Magic provides an exciting opportunity for Paris Saint-Germain to establish itself as a key player in South Korea and Malaysia. I am confident that by collaborating with a market leader like SK Magic, we can offer fans meaningful experiences and expand our brand recognition in Asia."

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