Former Sunderland chairman Niall Quinn and manager Steve Bruce will head for South Korea later this week as the club looks to promote its brand to a global audience.
Quinn, whose decision to stand down as chairman to head up the Black Cats' international development arm was announced on Monday night, will lead a delegation which also includes Bruce and international marketing director Mike Farnan on the three-day mission.
Quinn said: "Whilst we will always be steeped in the tradition of our north-east roots, for our club to grow, develop and compete with the big teams we need to raise our profile globally. Our trip to Korea is very much about building links from both a football and community perspective, and we are honoured to have been invited."
The visit will see the Sunderland party attend a reception at the British Embassy in Seoul along with some of the country's leading sports and business figures.
They will also attend South Korea's World Cup qualifier against the United Arab Emirates, in which Black Cats striker Ji Dong-won could figure, at the Suwon Stadium as guests of the Korean Football Association.
Farnan added: "There's a huge interest in and passion for Premier League football across Asia, and there's a great opportunity for Sunderland to be part of this."
Quinn has wasted little time bedding into his new role with owner Ellis Short having replaced him as chairman.
Sources on Wearside have insisted the move will not affect Bruce's position as manager after intense speculation over his future following a poor start to the season.
However, the manager knows a continuation of that form might alter that situation.