MTR Shops ignites football frenzy with Liverpool pop-up store

Riding on the football frenzy ahead of the Hong Kong Football Festival 2025 this summer, MTR Shops has unveiled the first-ever Liverpool official pop-up store in the city. 

In collaboration with Liverpool Football Club and its brand partner FanTown, the exclusive pop-up store has opened at East Tsim Sha Tsui Station. By offering official and limited-edition merchandise, it aims to create a unique shopping experience for football fans in Hong Kong.  

Starting on 16 June, East Tsim Sha Tsui Station is transformed into a celebration zone for fans. Highlights include a photo spot, the “Wall of Champions” (冠軍紅牆) commemorating Liverpool’s victories, and a special area of rare collectibles provided by the Hong Kong Official Liverpool FC Supporters Club (利物浦香港官方球迷會). This initiative offers an inspired and engaging retail experience for the community, travellers, and football enthusiasts, while showcasing the versatility and diversity of MTR Shops.

The pop-up store features limited-edition local designs, including T-shirts, keychains, and mugs. These collectibles pay tribute to loyal fans while uniquely blending Liverpool’s legacy with Hong Kong’s vibrant style. Beyond the Hong Kong-exclusive collection, the store also features a selection of international merchandise, including specially designed items for pets. 

With Liverpool’s pre-season match in Hong Kong approaching next month, the pop-up store will also offer cheering scarves and pre-season T-shirts in red and black starting in July.

To celebrate the grand opening, customers who shop during the first two weeks and meet a designated spending amount can participate in a special in-store mini challenge. Participants will have the opportunity to receive exclusive gifts, shopping vouchers, and tickets to the Hong Kong Football Festival 2025, where fans can experience the energy of a champion club live.

Additionally, MTR Shops has launched an immersive experience zone featuring rare Liverpool memorabilia, loaned by the Hong Kong Official Liverpool FC Supporters Club. Highlights will include signed jerseys from club legends and fan-made items. The space will also feature a dedicated photo spot for fans to capture memories.

Andy Lau, general manager, commercial of MTR Corporation, said: “MTR Shops remains attuned to the city’s dynamic spirit. We are dedicated to transforming our spaces to support the event-driven economy while delivering innovative experiences that enhance the daily lives of our passengers. This collaboration, which brings the prominent brand together with the Hong Kong Official Supporters Club, highlights the vibrant potential of MTR Shops in themed retail, cultural storytelling, and community engagement.”

MARKETING-INTERACTIVE has reached out to MTR for more information. 

Don't miss: Nicholas Tse and MTR wow concertgoers with pre-recorded station announcements

Back in April, MTR collaborated with Cantopop singer Nicholas Tse to guide attendees on the most convenient exit to reach Kai Tak Stadium for his concert. This came as MTR wished to manage the crowd control at MTR stations as Tse's concerts were expected to draw over 50,000 audiences at one time. MTR mascot "T Chai" secretly invited Tse to record a broadcast announcement, guiding visitors which Kai Tak MTR exit would be the most convenient.  

From 24 April to 27 April, Sung Wong Toi station and Kai Tak Station broadcasted Tse's pre-recorded announcements, "remember it's Kai Tak exit D, please do not walk against the crowd to avoid being late to the concert!", as well as pre-recorded voiceovers for audiences leaving the stadium, "No rush, the next train will arrive soon, please rest well!

Related articles:

Nicholas Tse and MTR wow concertgoers with pre-recorded station announcements
MTR fosters community kindness and change with ESG campaign
MTR taps girl group YOLICA to celebrate 45-year legacy