How MLB Became China’s Hottest Lifestyle Brand

In just 3 years, F&F has opened over 800 MLB stores across China as of 2023 — up from 500 at the start of 2022. That’s astonishing growth by any measure. In early 2023, MLB launched a flagship store on Shanghai’s iconic Nanjing Road, spanning nearly 900 square metres. Alongside this brick-and-mortar expansion, the brand has implemented a robust omnichannel e-commerce strategy, reaching Chinese consumers on platforms like Douyin and Xiaohongshu.

In 2022, MLB generated nearly US$1 billion in revenue in China, making it the top-grossing Korean consumer brand in the country, surpassing even other popular Korean fashion, K-beauty, and K-pop brands. This is an extraordinary achievement, given the intense competition from other Korean products.

What’s particularly remarkable is that unlike in South Korea or Japan, baseball has an extremely niche following in China. The vast majority of Chinese consumers sporting MLB merchandise aren’t baseball fans at all — it’s the brand appeal, not the sport, that captivates them.

In a surprising move, F&F has also launched an MLB-branded cosmetics line in China. Leveraging MLB’s brand power, MLB Beauty has cultivated a premium image in the cosmetics market, where it is quickly gaining popularity.

MLB’s transformation into a lifestyle brand provides valuable insights for Western brands aiming to enter APAC markets. It’s a case study that underscores the importance of understanding local market dynamics and expanding a brand’s appeal beyond its original domain, opening up exciting opportunities for growth and connection with new audiences.