NewsLFC and Swire Properties bring amazing Anfield Experience to Chinese mainland and Hong Kong

‘Welcome to Anfield – The LFC Experience’ is set to present a flavour of the Anfield atmosphere to three of Swire Properties’ shopping malls in the distinct locations of Taikoo Hui in Guangzhou, Taikoo Li Chengdu and Cityplaza in Hong Kong.

As part of the club’s ongoing plans in the region, LFC announced a new official retail partnership with All Star Partners (ASP) in China last year. It has helped bring Chinese fans closer to the Reds with easier access to official retail merchandise via digital e-commerce marketplaces on the Tmall, Douyin and JD platforms.

This new partnership with Swire Properties will further enhance LFC’s commercial drive in the region. The club has seen huge growth in its popularity in China and Hong Kong in recent years; it now has close to 50 million supporters across the market, with almost six million digital followers and 13 Official Liverpool Supporters Clubs.

Ben Latty, commercial director at LFC, said: “We’re really excited to collaborate with Swire Properties to create this interactive, fun, entertaining and memorable series of events for LFC supporters in China and Hong Kong.

“As a club with fans based all around the world, we have ambitious plans to grow our international presence in key markets and this partnership is an ideal way of doing that. It’s also incredibly important that we take the opportunity to engage with those international supporters who may not get the chance to experience Anfield for themselves – so we’re bringing The LFC Experience to them!”

The unique free pop-up exhibition will invite fans to experience the thrill of entering through the Shankly Gates, walk through the players’ tunnel under the world-famous ‘This is Anfield’ sign, and feel what it’s like to stand on the Kop and sing You’ll Never Walk Alone.

There will also be opportunities to take pictures with treasured trophies won over the years, plus lots of memorabilia on display celebrating the club’s six European Cup triumphs throughout the three events, which will last between two and four weeks in each venue.

Han Zhi, director, retail of Swire Properties, added: "We’re delighted to be partnering with LFC for the first time to create a truly unique experience, one that will offer a new perspective on global sports culture.

"At Swire Properties, we always look beyond the conventional to create vibrant places, and just as Anfield is the iconic home to LFC fans around the world, our shopping malls are a reflection of our dynamic local communities."

The three-city ‘Welcome to Anfield’ tour kicks off in Guangzhou before moving on to Chengdu and Hong Kong with free admission for the public on the following dates:

• Taikoo Hui, Guangzhou: March 16 to 31, 2024
• Taikoo Li Chengdu: June 24 to July 14, 2024
• Cityplaza, Hong Kong: August 1 to September 1, 2024