Liverpool FC takes ‘LFC Experience’ to China

Liverpool FC fans in mainland China and Hong Kong will be able to walk though the Shankly Gates and touch the ‘This is Anfield’ sign in a new ‘immersive’ experience. Tony McDonough reports

Liverpool FC
‘Welcome to Anfield – The LFC Experience’ is setting up in China and Hong Kong


Liverpool FC is taking a new immersive LFC Experience to shopping malls in mainland China and Hong Kong.

It is a market that offers access to 50m Reds supporters, most of whom will likely never visit Liverpool or Anfield for real. Instead they can visit Welcome to Anfield – The LFC Experience.

This pop-up exhibition will invite fans to experience the thrill of entering the legendary 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.

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.

Now 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, There are 13 Official Liverpool Supporters Clubs in the region.

Welcome to Anfield – The LFC Experience will 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.

Ben Latty, Liverpool FC commercial director, 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.”

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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 to four weeks.

Han Zhi, director, retail of Swire Properties, added: “At Swire Properties, we go beyond the conventional to create places where our communities can thrive.

“Just as Anfield is the iconic home of LFC supporters across the globe, our shopping malls are a vibrant expression of the people and places they serve.”

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