A year ago, Queens Park Rangers acquired South Korean star Ji-Sung Park from Manchester United and only recently added his countryman, Suk-Young Yun to the roster. There are currently 11 players hailing from the Republic of Korea in the the Premier League. However, QPR has the unique position of being home to two Korean footballers.

In light of the squad’s ties to South Korea and its growing fanbase in East Asia, the club has launched a Korean Twitter account. The @OfficialQPR_KR account will be managed jointly between the UK and Korean and will tweet exclusively in Korean.

Multilingual tweeting is fast becoming a resource for international brands seeking to influence a foreign audience. By addressing audiences in their own languages, a brand can interact with its stakeholders more effectively and increase brand loyalty in new markets. The introduction of an English interface to Sina Weibo last year has helped to ease the transition of international brands into the Chinese social media space.

QPR has made inroads into the digital space with the launch of online magazine The Inside’R in the attempt to bring its fans closer together through social media. With a steady growth of followers, the Korean account allows QPR to make strategic inroads into a new market.

While many clubs tweet in Spanish, French or other European languages, only some have begun to tweet in Asian and Middle Eastern languages. Liverpool, for example, has Thai, Indian and Bangladeshi accounts. The adoption of Twitter accounts in foreign languages has typically prompted by the inclusion of foreign players on the team’s roster or sizable fan bases in another country.