Son Heung-Min has ignited unprecedented growth for Los Angeles Football Club (LAFC), driving ticket sales, global fan engagement, and record-breaking jersey demand.
On August 25, 2025, LAFC highlighted on its official website the sweeping impact of Son Heung-Min’s signing, which was officially announced in early August 2025. Since the signing announcement, LAFC’s social media followers have more than doubled. The club reported that Son’s impact has been more than five times greater than the 2022 signing of Welsh star Gareth Bale. LAFC said that as of early August, LAFC-related content had reached about 33.98 billion views, a 594 percent increase compared with Bale’s arrival, while media coverage rose by 289 percent.
The surge is also visible in Google Trends data. Before Son Heung-Min’s signing, searches for “LAFC” stayed in single digits. After the announcement in the first week of August 2025, the search index spiked to 100, the maximum score. The index measures the relative share of searches for a term on a 0–100 scale, not the total number of searches. As of the fourth week of August, it remains high at 83, showing sustained global interest.
Ticket demand has skyrocketed. The upcoming August 31 match against San Diego FC at BMO Stadium sold out completely, including newly added standing-room sections. Resale prices for the cheapest back-row seats reached $172. By contrast, resale tickets for LA Galaxy’s Leagues Cup semifinal on August 27 were available for around $34, underscoring the sharp rise in LAFC’s popularity.
The excitement is also evident in Koreatown, where middle-aged men wearing Son’s jersey are now a common sight. LAFC’s supporter group, The 3252, has seen a wave of new Korean American fans. Josh Lee, communications director of the Koreatown-based Tigers Supporters Group (TSG), said more than ten new Korean American fans joined recent away game gatherings, with many expected to attend their first home game on August 31. Another member, Mike Mikita, added, “It is new to see middle-aged Korean Americans showing up in LAFC jerseys. At the Dallas game, many fans also brought new flags and chants.” He noted that the group, once centered on second-generation Korean Americans, is now joined by first-generation immigrants as well.
Jersey sales have reached historic levels. John Thorrington, LAFC general manager, said Son’s jerseys are outselling those of Lionel Messi, LeBron James, and Stephen Curry, making it the top-selling jersey across all sports worldwide.
Son’s influence extends beyond soccer. On August 27, he will throw the ceremonial first pitch at the Los Angeles Dodgers vs. San Diego Padres game at Dodger Stadium. Major League Soccer (MLS) said Son’s signing is expected to expand the league’s visibility and commercial value, going beyond the impact of a typical star player.
Son will then make his home debut on August 31 against San Diego FC, broadcast on Apple TV’s MLS Season Pass. The game will also air on 710 AM ESPN LA, the ESPN LA app, and 980 AM La Mera Mera radio. The Korea Daily will provide additional coverage of the stadium atmosphere on its YouTube channel.
BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]
