September 26 – Bayern Munich have expanded their footprint in Asia with the opening of a new representative office in Seoul, marking the German champions’ third permanent base on the continent.
The Bundesliga giants already operate regional hubs in Shanghai, China (opened in 2017), and Bangkok, Thailand (launched in 2022). Bayern were also the first German club to set up shop in the United States, establishing a New York office back in 2017.
South Korea was the natural next step. The club’s growing popularity in the country has been boosted significantly by the presence of Kim Min-jae, a national icon who has quickly become a fan favorite at the Allianz Arena. His move to Bayern turned the club into a regular talking point on South Korean television and in households across the country.
The new Seoul office, located within the German-Korean Chamber of Industry and Commerce, will be led by Dong-Hoon Seo. Bayern already have long-standing links with South Korea, including partnerships with the Korea Football Association and a commercial relationship with Nexen Tire. The new office, however, is designed to take Bayern’s engagement to the next level, strengthening grassroots ties while deepening commercial opportunities.
“Asia has one of the youngest and most passionate fan bases in the world,” Bayern Munich executives said during the opening. “Our commitment to South Korea reflects both the strong cultural connections and the incredible enthusiasm for football in this country.”
The move comes shortly after Bayern Munich and MLS side Los Angeles FC announced a groundbreaking partnership with Korean club Jeju SK FC earlier this month. That project aims to create a truly global platform for youth development. Under the agreement, Jeju SK FC will share its development philosophy with Red & Gold Football—the joint venture between Bayern and LAFC—while its young players will gain opportunities to train in Europe and the United States.
Red & Gold Football will give Jeju SK FC coaching experience, cutting-edge training techniques, and plans to implement a proprietary scouting system to find and develop Korean talent in return.
