WWE is reportedly considering a significant international expansion by targeting China for a major Premium Live Event (PLE) after a hiatus of several years. This move, pushed by influential executives within the company, would mark WWE’s first return to the Chinese market since the last events were held there in 2019 and represent a historic milestone as the company has never held a PLE in China before.
WWE’s Previous Engagements in China
Between 2016 and 2019, WWE toured China regularly, holding a total of eight live events, predominantly in Shanghai. These events, often scheduled in September, became an annual tradition showcasing WWE’s top stars such as John Cena, Roman Reigns, and Charlotte Flair. The tours also served as a platform to develop Chinese wrestling talent and expand WWE’s content footprint through partnerships in the region.
However, the COVID-19 pandemic forced WWE to halt its China tours and broader international live event schedule beginning in 2020. Since then, WWE’s global focus has shifted, exploring events in other overseas markets like Saudi Arabia, Australia, and Europe under the TKO Group Holdings umbrella following their acquisition.
Why Hong Kong?
Sources familiar with WWE’s internal discussions reveal that Hong Kong has emerged as a strong candidate for this major return, marking a departure from WWE’s historical focus on mainland cities like Shanghai and Shenzhen.
A WWE insider shared, “Hong Kong offers WWE unique advantages in terms of international broadcasting reach, a cosmopolitan fan base, and logistical ease, making it an ideal gateway for reintroducing WWE to the huge Chinese market.”
Hong Kong’s global accessibility and distinctive market position could provide WWE with greater flexibility for staging a high-profile show that attracts both regional and international audiences, possibly elevating WWE’s expansion strategy in Asia.
Strategic Importance of a Chinese PLE
The desire to hold a premium live event in China aligns closely with WWE’s broader global ambitions post-TKO acquisition. International shows now form a crucial part of WWE’s revenue model through site fees and market penetration, with recent events in Germany, France, Australia, and Saudi Arabia proving highly successful.
Bringing a PLE to China would not only fill a notable gap in WWE’s international calendar but also re-engage one of the world’s largest entertainment markets, potentially boosting WWE’s brand presence in Asia and tapping into local sponsorship opportunities.
According to Fightful Select, “Numerous people of influence within WWE have pushed for the company to hold a major event in China over the coming years, with Hong Kong especially mentioned during internal talks.” This indicates a serious internal interest beyond mere exploratory talks.
Upcoming WWE International Schedule and What’s Next
WWE has already announced several international shows for the remainder of this year and early 2026, including the highly anticipated Crown Jewel in Perth, Australia, set for October 2025, and an extensive “Road to Royal Rumble” European tour in January 2026.
Industry insiders believe that should the Chinese PLE materialize, it could potentially be slotted within this expanding international framework to maximize WWE’s global viewership and revenue.
A source close to WWE’s international business remarked, “The company is keen on maintaining momentum from recent overseas successes and sees the Chinese market as an essential frontier that can no longer be ignored.”
Challenges and Considerations
WWE’s potential return to China is not without challenges. Navigating local regulations, securing broadcast rights, and political sensitivities remain hurdles WWE must carefully address. Furthermore, the company’s hiatus since 2019 means rebuilding brand visibility among Chinese fans is critical.
Nevertheless, with the growing appetite for live entertainment and WWE’s proven ability to adapt its offerings globally, there’s optimism backstage that an appropriate window for a return event is approaching.