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How MLB Became China’s Hottest Lifestyle Brand

Published on: November 5, 2024

How MLB Became China's Hottest Lifestyle Brand

At first glance, it may look like an AI-generated brand mashup — but it’s real. Major League Baseball (MLB) branded cosmetics are making waves in China’s beauty market.

You read that right. And the backstory is one of the most fascinating examples of an American brand’s global expansion.

It all began in 1997, when South Korean retailer F&F Clothing licensed the MLB brand for the South Korean market. Baseball is a national pastime in South Korea, and with astute marketing and product design, F&F transformed MLB into one of the country’s most prominent streetwear and lifestyle brands. MLB-branded hats, clothing, sneakers, and bags quickly became style statements, independent of the sport itself.

Think of Jay-Z with his iconic Yankee cap — but multiply that influence across an entire country.

Fast forward to 2020, when F&F expanded MLB into China. With Korean fashion trends already hugely popular among Chinese consumers, MLB merchandise took off. Today, Yankees and Dodgers caps have become everyday fashion staples, worn by people of all ages across China.

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.

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