LAFC Eyes South Korea Tour as Son Heung-min Leads Push Into Korean Market

As Son Heung-min prepares to play his first full season with LAFC after joining the club in August last year, the club has outlined plans to expand its engagement with both the Korean market and the Korean American community in the United States.

LAFC Co-President and General Manager John Thorrington raised the possibility of organizing a tour that would see the club play matches in South Korea in the future.

Speaking at a pre-season press conference on February 2, Thorrington said, “We are well aware of Son Heung-min’s popularity in Korea, as well as the symbolic importance he holds here in the Los Angeles area.” He added, “Our goal is for LAFC to become every Korean fan’s second club—the team they support after their primary club.”

LAFC has recently accelerated its push into the Korean market by signing a series of partnerships with Korean companies. Last month, the club announced partnerships with fintech overseas remittance service WireBarley and online travel agency MyRealTrip. Last year, LAFC also collaborated with Korean brands such as Paris Baguette and HYBE, steadily expanding its network of Korean corporate partners.

Thorrington noted, “We have a lot of staff on the commercial side that have established some really strong relationships in Korea, and we hope that we’re able to plan tours and other things that we can help activate more locally in Korea, as well as all of the activity that we have here in Los Angeles.”

Ahead of the new season, LAFC has also continued to invest in young talent. Recent signings include Swedish midfielder Amin Boudri and Canadian forward Jacob Shaffelburg from Nashville SC, both of whom are in their early to mid-20s.

The club has consistently emphasized maintaining a balance between young players and experienced veterans. Thorrington stressed the importance of veteran players like Son serving as role models for younger teammates.

“The core of our competitiveness lies in having experienced star players provide leadership, guidance, and structure, allowing young players to develop and contribute to winning,” he said. “The greatest influence on a young player’s development comes from having the right role model within the team. The combination of young talent and veterans is a key factor in building our competitive edge.”

During the press conference, a question was also raised about perceptions that, despite an increase in Korean and Korean American fan interest since Son’s arrival, LAFC’s outreach to the local Korean American community has been relatively limited compared to other professional sports teams in Los Angeles.

In response, Thorrington said, “I would love to hear more about that feedback,” adding, “What fans can be assured of is that LAFC is doing everything it can to deepen its relationship with the Korean community.” He emphasized that the club is not seeking transactional engagements, but rather “a genuine, sustainable, and deeper relationship.”

BY KYEONGJUN KIM [kim.kyeongjun1@koreadaily.com]