Six years have passed since FC Barcelona last graced the pitches of Asia during their pre-season. Now, the wait is over! The Catalan giants are set to embark on a highly anticipated tour of Japan and South Korea for their 2025/26 pre-season, a move that underscores their commitment to their massive Asian fanbase and strengthens strategic ties in the region. Under the guidance of new coach Hansi Flick, this tour promises not only vital preparation for the upcoming season but also a significant re-engagement with one of the club’s most passionate global audiences.
The Blaugrana Tour, Asia Edition: Key Fixtures and Dates
FC Barcelona’s upcoming Asian tour, officially dubbed “The Blaugrana Tour, Asia Edition, by Philips Ambilight TV,” kicks off on July 24, 2025, when the team departs from Barcelona. The schedule includes three exciting friendly matches against prominent local teams:
- July 27, 2025: vs. Vissel Kobe (Japan)
- Venue: Noevir Kobe Stadium, Kobe (Capacity: 30,000)
- Kick-off: 7:00 PM JST (12:00 PM CET)
- Tickets: Available via Rakuten Ticket: https://ticket.rakuten.co.jp/
- This will be the third encounter between Barça and Vissel Kobe, with Barcelona having won both previous friendly matches (2-0 in 2019 and 2-0 in 2023).
- July 31, 2025: vs. FC Seoul (South Korea)
- Venue: Seoul World Cup Stadium, Seoul (Capacity: 66,704)
- Kick-off: 8:00 PM KST (1:00 PM CET)
- August 4, 2025: vs. Daegu FC (South Korea)
- Venue: Daegu World Cup Stadium, Daegu (Capacity: 68,014)
- Kick-off: 8:00 PM KST (1:00 PM CET)
- Both South Korean stadiums were host venues during the 2002 FIFA World Cup.
Information regarding ticket sales for the matches in South Korea will be announced soon, with tickets expected to be available through the NOL Ticket portal: https://nol.interpark.com/ticket
A Legacy in Asia: Barcelona’s Enduring Connection
This upcoming tour marks Barcelona’s seventh pre-season visit to Asia, a continent where the club boasts a formidable fanbase and significant commercial, sporting, and social ties, particularly with Japan and South Korea. The last pre-season tour in Asia was in 2019, when the team, then managed by Ernesto Valverde, played two friendlies in Japan, including one against Andrés Iniesta’s Vissel Kobe.
A Rich History with Japan
FC Barcelona’s bond with Japan runs deep, extending beyond the pitch. The club estimates approximately 3.6 million followers in Japan, as per the IGW study. This strong connection is further solidified by:
- Sponsorship Agreements: Partnerships with prominent local brands like Konami.
- Official Fan Club: A dedicated FC Barcelona Japan fan club.
- Barça Academies: Japan is home to six Barça Academies (Fukuoka, Katsushika, Nara, Yokohama, Hiroshima, and Aichi), the highest number in any Asian country. These academies currently enroll over 1,500 children aged 5 to 15, nurturing future talent and strengthening the club’s presence in this dynamic market.
- Architectural Inspiration: The design of the new Spotify Camp Nou, part of the Espai Barça project, draws inspiration from Japanese architecture, with Nikken Sekkei, a Japanese firm, winning the design competition in 2016 and serving as the current Design Guardian.
Barcelona’s Growing Footprint in South Korea
The Asia-Pacific region represents FC Barcelona’s largest fan base globally, with South Korea contributing approximately 2.3 million supporters, placing it among the top ten countries in the region by fan numbers. Beyond passionate fans, Barcelona has cultivated strong relationships with renowned South Korean commercial partners, including lubricant oil company SK Enmove and automotive battery company Sebang.
The club’s unique playing style is also being disseminated in South Korea through Barça Academy Camps, which were held in Seoul and Suwon this year, attracting over 250 participants aged 5 to 15. These initiatives, alongside the official Peña Barcelonista de Seúl (Barcelona Supporters’ Club of Seoul), further solidify the club’s connection with the country.
Barça’s Strategic Engagement in Asia-Pacific
Since establishing its Asia-Pacific headquarters in Hong Kong in 2013, FC Barcelona has successfully forged strategic partnerships and innovative collaborations with a diverse range of trusted brands across Asian markets. This regional presence has been instrumental in bringing the club closer to its culer fanbase.
With an impressive 59 million social media followers in the Asia-Pacific region (out of a global total of 529 million), Barça actively engages with its fans through a wide array of platforms and social networks, including Naver TV in South Korea. This digital outreach complements the on-the-ground initiatives, creating a comprehensive strategy for fan engagement and brand growth.
A Glimpse at Barcelona’s Asian Match History
Barcelona’s history of playing matches in Japan and South Korea is extensive, showcasing their long-standing ties with the region. Here’s a brief overview of some notable fixtures:
- Japan:
- July 27, 1990: Japanese League XI 1-1 Barça – Hiroshima (Friendly)
- December 13, 1992: São Paulo 2-1 Barça – Tokyo (Intercontinental Cup)
- August 1, 2004: Kashima Antlers 0-5 Barça – Tokyo (Asia Tour)
- December 17, 2006: Internacional de Porto Alegre 1-0 Barça – Yokohama (Club World Cup Final)
- July 27, 2019: Vissel Kobe 0-2 Barça – Kobe (Rakuten Cup)
- June 6, 2023: Vissel Kobe 0-2 Barça – Tokyo (Friendly)
- South Korea:
- July 29, 2004: Suwon Samsung 1-0 Barça – Seoul (Asia Tour)
- August 4, 2010: K-League All Star 2-5 Barça – Seoul (Asia Tour)
A Pre-Season with Purpose
FC Barcelona’s return to Asia for their 2025/26 pre-season is more than just a series of friendly matches; it’s a strategic maneuver to reaffirm their global presence, energize their vast Asian fanbase, and deepen their commercial and cultural ties in key markets. With Hansi Flick at the helm, this tour offers a crucial opportunity for the squad to gel and prepare for the demanding season ahead, all while delighting millions of passionate supporters.
Are you ready to witness FC Barcelona back in action in Asia? Share your excitement and predictions for the upcoming season in the comments below!
