Once Kings of Asia, Manchester United Now Face Fading Glory in the East

After a season of setbacks and a Europa League final defeat, Manchester United’s Asian tour reveals shifting fan loyalties, rising competition, and hopes for a future rebuild

Manchester United’s latest post-season tour to Asia, beginning this week in Kuala Lumpur, comes at a time when the club’s global appeal—especially in its long-time stronghold of Asia—is under unprecedented strain. What once felt like a coronation of the Premier League’s most beloved team has become a quiet reckoning for a side that, despite its brand power, is increasingly outpaced both on the pitch and in the hearts of fans.

A decade after their last Premier League title and in the wake of a crushing Europa League final loss to Tottenham Hotspur, the Red Devils find themselves navigating unfamiliar territory—not just in the Premier League standings, where they finished a disastrous 15th, but also in fan sentiment abroad. The club’s enduring commercial muscle in the Asia-Pacific region, where it earned an estimated £8 million from just two friendly matches, masks a sobering truth: Manchester United’s dominance is slipping.

The signs are clear in the stadiums. While over 40,000 tickets were snapped up quickly for the match at Kuala Lumpur’s 84,000-seat Bukit Jalil Stadium, thousands of seats remain unsold—a stark contrast to the team’s triumphant 2009 tour that saw sellouts and frenzied crowds. Even in football-loving regions like Thailand and Hong Kong, enthusiasm has cooled. “Some of the loyal fan base who can afford to go will go,” said Bangkok-based supporter Narinpaj Bunyavirapan. “But I guess they are not excited—they will go just to cheer up the players.”

Part of the issue lies in the rise of rivals. Clubs like Liverpool and Manchester City have capitalized on both domestic success and global marketing to reshape the fan landscape. “Under Klopp, Liverpool weren’t just winning—they were cool,” observed Mumbai-based fan Rahul Singh. “Why choose to support a team that loses a lot?”

In South Korea, where United once reigned supreme thanks to Park Ji-sung, interest has pivoted toward Tottenham Hotspur, largely due to the enduring brilliance of Son Heung-min. “A large portion of Korean fans are more interested in Tottenham now,” noted author Lee Seung-mo. Meanwhile, Brighton’s rise in Japan is fueled by Kaoru Mitoma, while Leicester City enjoys support in Thailand thanks to King Power’s ownership.

The once-unquestioned loyalty to Manchester United is, for many younger fans, becoming a matter of practicality and excitement. “My friend tried to buy United jerseys for his sons,” Bunyavirapan shared. “They picked City shirts instead.”

Still, amidst this quiet exodus, glimmers of belief remain. Veteran fans, particularly those who grew up watching United during their 1990s and 2000s glory days under Sir Alex Ferguson, remain fiercely loyal. “They are still a special club in Korea with more hardcore fans than even Liverpool or Chelsea,” Lee said. The criticisms, the debates, the frustration—they’re all signs that the Red Devils still matter.

And for those who stay loyal, hope isn’t entirely extinguished. As Bunyavirapan poignantly put it, “The downfall started when Ferguson left and now it is broken, like a collapsed building. But we believe it can be built stronger than before. We just have to wait.”