Chelsea fans from across Southeast Asia gather in Kuala Lumpur for Ascott event

MORE than 200 Chelsea supporters and Ascott Star Rewards members from Malaysia and across Southeast Asia gathered in Kuala Lumpur for a two-day fan engagement programme featuring club legend Jimmy Floyd Hasselbaink.

The fifth edition of The Famous CFC, organised by The Ascott Limited, the club’s official hotels partner, was held on Oct 30 and 31 at Ascott Kuala Lumpur and Ascott Star KLCC Kuala Lumpur.

The programme culminated in a watch party attended by more than 150 fans and rewards members, who watched Chelsea beat Manchester United 2-0 in a Premier League match streamed live from Stamford Bridge.

Hasselbaink, a former Chelsea striker, also took part in an exclusive meet-and-greet session, a question-and-answer segment and photo opportunities with Ascott Star Rewards members.

He said Kuala Lumpur held special memories for him, recalling his visit to the city with Chelsea more than 20 years ago.

“What really stayed with me this weekend was how many young fans came out. You can see that the Chelsea culture is not just alive in Malaysia, it is being passed down to the next generation,” he said.

Chelsea director of partnerships Alex Smith said the programme offered an opportunity to strengthen the club’s relationship with supporters across Southeast Asia.

Ascott chief commercial officer Tan Bee Leng said the event reflected the growing importance of experiences and personal connections in travel, beyond accommodation.

The programme began at Ascott Star KLCC Kuala Lumpur, where Hasselbaink helped launch the event by adding personal touches to a custom canvas bearing the Ascott and Chelsea logos.

He also visited landmarks in the city, recalling his time with Chelsea during the 2003 FA Premier League Asia Cup in Kuala Lumpur, before taking part in a media fireside chat at Ascott Kuala Lumpur.

Among those attending was Vietnamese supporter and Ascott Star Rewards member Phạm Hoàng, who travelled from Vietnam for the event. He said it was his second Famous CFC programme, having previously attended one in Hanoi. - November 3, 2026