Shenyang Builds Momentum for the “Northeast Super League” as 20 Overseas Influencers Join Kickoff Events

The whistle had yet to blow, but the cheers were already rising. As the 2026 Northeast China City Football League kicked off, Shenyang launched an international “city warm-up” campaign, welcoming 20 overseas influencers from Russia and South Korea to witness the thrilling start of the “Northeast Super League” firsthand.
Before and after the opening match, the overseas influencers explored Shenyang’s streets and neighborhoods, immersing themselves in the city’s industrial and cultural heritage, hot-spring wellness offerings, cross-border shopping, medical aesthetics and wellness services, and the booming pet economy. Their visits offered a closer look at the city’s openness and development potential as an international hub in Northeast Asia.

South Korean influencer Kim Junbum (right) meets Bora Milutinović, former head coach of the China men’s national football team, by chance at the Shenyang Imperial Palace. Photo by Yang Wei

As a flagship football brand in Northeast China, the “Northeast Super League” breaks down provincial boundaries and uses cities as the competing units. It brings together grassroots players from eight cities, including Shenyang, Dalian, Changchun and Harbin, using football to connect grassroots passion, everyday urban life and regional identity. More than a major regional sports event, the league functions as an open cultural platform that integrates cultural and tourism consumption, youth social interaction, cross-border exchanges and city branding. It also serves as an important link for Shenyang to deepen connectivity across Northeast Asia.

Li Xue (center), the fourth-generation inheritor of the Li family’s folk pleated-paper craft, guides overseas influencers in making “Northeast Super League” fridge magnets. Photo by Yang Wei

From the international commercial districts along the Hunhe River to the industrial cultural and creative parks of century-old Tiexi District, and from emerging medical aesthetics and wellness parks to thriving “pet economy” business clusters, the influencers captured vivid scenes of Shenyang’s transformation from an industrial stronghold into a city focused on quality living.

A South Korean influencer (first from left) tastes guobaorou, a Northeastern Chinese dish of crispy sweet-and-sour pork slices. Photo by Yang Wei

As the 20 overseas influencers filmed event merchandise and souvenirs featuring “Northeast Super League” elements, they were capturing more than scenes from Shenyang’s daily life. They were documenting a lifestyle that is tangible, participatory and highly shareable.
Sport speaks a universal language, and sporting events often become a city’s calling card. Through the lenses of these firsthand observers, the world will see a more multidimensional, open and vibrant Shenyang.