FC Barcelona and Xiaohongshu platform renew their collaboration to bring Chinese fans closer to the Club

FC Barcelona and China's leading lifestyle platform Xiaohongshu are renewing their collaboration for one more year until the end of 2023 season. Both started their cooperation on 2021, when Barça became the first European sports club to have an official presence on the platform in order to connect with its over 200 million monthly active users, mostly Millenials.

To celebrate the extension of their collaboration Barça and Xiaohongshu are launching a video featuring first team players Robert Lewandowski, Iñaki Peña, Pablo Torre, Ferran Torres and Balde connecting the city of Barcelona and the Club., to highlight the roots of the Entity and at the same time introduce palyer’s lifestyle.

In this way, FC Barcelona continues to expand its digital footprint in China bringing its fans closer to the Club through exclusive lifestyle driven content focusing on Barcelona's rich culture. Besides, Barça and the platform will focus on telling rich stories and creating different contents to promote football culture among girls and women.

This collaboration is another step towards strengthening Barça’s connection with Millennials, but also reaching a new generation of Gen Z fans in China. It also reinforces FC Barcelona’s dedication to strengthening the Clubs relationship with female Culers and bringing fans around the world even closer to the Spotify Camp Nou, making them feel part of the ’Barça Family’.

FC Barcelona's has a robust digital presence in China, which has accumulated over 15 million followers across Weibo, Douyin, WeChat and Toutiao. The last addition to this digital ecosystem was the recent launch of the Club’s official account on Bilibili.

About Xiaohongshu

With a mission to "inspire lives", Xiaohongshu is a lifestyle platform that inspires people to discover and connect with a range of diverse lifestyles. Millions of users showcase their experiences on the platform daily, from cosmetics and beauty to fashion, food, travel, entertainment, fitness and childcare, brought to life visually through a variety of formats including photos, text, videos and livestreaming. The innovative platform integrates the authentic content shared by its community with commerce, quickly becoming one of the most popular destinations for making lifestyle decisions.