Chelsea FC Expands APAC Presence: Connecting with Fans in South Korea & Japan

Mission

Since 2022, Chelsea FC has entrusted Samba Digital with the mission of supporting the club’s fanbase growth and engagement in Asia, specifically in South Korea and Japan.The goal: to strengthen the club’s relationship with local supporters by building on historical ties with both nations, including pre-season tours and strategic partnerships.

To do so, we focused our efforts on two key platforms in the region: LINE, which is highly popular in both South Korea and Japan, and Facebook, which remains a staple for sports followership in these markets.

Results

In less than three seasons, the impact of this targeted strategy has been clear:

269,000 followers on LINE
270,000 fans on Facebook
+14% growth from August 2024 to January 2025
+41% increase in impressions compared to the 2023–2024 season

Thanks to a consistent, localized strategy aligned with the cultural realities of Japan and South Korea, Chelsea FC continues to strengthen its footprint in Asia, with strategic support from Samba Digital.

Approach

To build an authentic and lasting connection with Asian fans, Samba Digital implemented a strategy based on three main pillars:

Content Localization

All content was carefully adapted to each country’s cultural specifics. This included:

Native translation of all posts
Subtitles localized for video content
Custom-designed graphics tailored to Korean and Japanese audiences

Cultural and Historical Anchoring

We highlighted key moments in Chelsea’s relationship with Asia by featuring:

Former Asian players who left a mark at the club
Local partnerships (e.g., sponsors, academies)
Past and future pre-season tours to nurture a sense of belonging

Ongoing Activation Since 2022
A steady and consistent editorial calendar has ensured a long-term presence in the region, with varied content including matchdays, behind-the-scenes moments, player birthdays, match results, and interactive quizzes.
The objective: to maintain open and ongoing conversations with regional fans.