A New Wave of Interest
Once considered a niche or Western-centric sport, Ultimate Fighting Championship (UFC) is now making major inroads into the Asian market. From sold-out arenas in Singapore to millions of livestream viewers in India and China, the sport’s rapid growth is no longer a surprise—it’s a trend.
The question is: why now?
UFC’s Strategic Push in Asia
The UFC has made calculated moves to penetrate Asia by:
- Launching UFC Performance Institutes in Shanghai and planning new ones in Southeast Asia
- Signing local talents from countries like China, India, and South Korea
- Hosting Fight Night events in Singapore and Abu Dhabi, with plans to expand to Japan and India
This strategy has not only helped localize the sport, but also normalize it within regional cultures.
Asian Fighters Breaking Through
Asian fighters are now making their names known in global UFC circles:
- Zhang Weili from China became the first Chinese UFC Champion, igniting fan interest across East Asia
- Song Yadong, Seung Woo Choi, and Anshul Jubli are gaining significant fan followings
- Anshul Jubli, nicknamed “King of Lions,” is leading India’s rise in the UFC, bringing hope to a new generation of fans and fighters
These fighters serve as cultural connectors, showing that martial arts and UFC can be part of the modern Asian identity.
What’s Driving the Shift?
Here are key factors behind this transformation:
- Social media influence: Highlight reels, press conferences, and face-offs go viral overnight
- Fitness and wellness trend: UFC’s image as a discipline-heavy, strength-based sport resonates with Asia’s growing youth fitness culture
- Local pride: Watching someone from your country fight in a global arena brings a sense of belonging
- Streaming access: With UFC Fight Pass and ESPN+ partnerships in Asia, access to events has become seamless