Following their victory against reigning world champions Germany in the 2018 World Cup, Mexico`s national team, El Tri, was expected to secure a knockout stage spot with another win against South Korea. Despite being favorites, victory is never guaranteed, causing palpable tension among Mexican fans gathered in Los Angeles` Koreatown on a Saturday morning.
“I was watching it with the Mexican homies next to me and the way in which they talked about Son Heung-min with the reverence and the fear of a star player. The way that everyone kind of gasped for air as soon as he touched the ball, because anything that he does is possible.”
Josh Lee, a co-founder of LAFC’s Koreatown-based Tigers Supporters Group, recounted watching the match with Mexican friends. He observed their profound `reverence and fear` towards Son Heung-min, noting how `everyone gasped for air as soon as he touched the ball, because anything that he does is possible,` highlighting Son`s formidable reputation.
Mexican fans ultimately celebrated a 2-1 victory over South Korea, securing their path to the round of 16 (though Son`s later goal against Germany in a different match also proved crucial for El Tri`s advancement, endearing him to them). Despite their win, Mexico couldn`t stop Son from scoring a spectacular curling goal from long range in stoppage time, a testament to his recent 18-goal season with Tottenham Hotspur.
“The incredible amount of respect, the rivalry between the countries, I was like, wow, we finally have one of our own. This is what this guy can do in 90 minutes. It`s beautiful.”
Lee reflected on the moment, acknowledging the intense rivalry and mutual respect. “We finally have one of our own,” he thought, marveling at Son`s ability: “This is what this guy can do in 90 minutes. It’s beautiful.”
This Sunday, Son will make his highly anticipated home debut for LAFC against San Diego FC. This isn`t just another game; it marks a significant new chapter for MLS, featuring a unique star, and a natural fit for Son in Los Angeles, a city with the largest Korean population outside of Korea.
The Son Heung-min Impact
“I joined here to make MLS bigger.”
Son stated his clear ambition: “I joined here to make MLS bigger.” While many high-caliber players express similar goals, Son`s arrival undeniably brings immense value. As the Premier League`s 16th all-time leading goalscorer, his exceptional on-field talent is already evident in MLS, with a goal and an assist in his initial three matches.
Beyond his on-field prowess, Son`s star power generates substantial off-field advantages for LAFC, echoing the impact of previous MLS icons. His arrival announcement on August 6 achieved a global reach five times greater than their record-breaking post for Gareth Bale in 2022, with LAFC`s social media content garnering an estimated 33.98 billion views that month. Subsequently, Son, aged 33, has accumulated 339 million impressions and 14 million engagements across official social media platforms. A TikTok video of him winning a penalty in his LAFC debut against the Chicago Fire became MLS`s second most-viewed post of 2025, with 26 million impressions. This social media buzz has directly fueled in-stadium demand, leading to a sold-out standing-room-only section.
“I think that opens the door for new opportunities to manifest themselves and for the league to take advantage of it.”
Scott Rosner, academic director of Columbia University`s sports management program, noted, “This opens the door for new opportunities to manifest themselves, allowing the league to capitalize on them.”
Son distinguishes himself from other world-class MLS players as the first major star from Asia, a continent not historically known for producing soccer talents with both elite on-field skill and widespread off-field adoration. This presents a unique opportunity for LAFC and MLS to tap into new markets, attracting both diverse audiences and potential business partners.
“The first thing you think about with this is that you can see a lift from gate receipts because there’s new fans that want to come out but the sponsorship aspect of it, I think, is really significant, potentially. From a brand-building perspective, I think it helps. He will certainly open the door for more fans.”
Rosner emphasized the dual benefit: “Initially, you anticipate increased gate receipts from new fans. However, the sponsorship potential is, I believe, truly significant. From a brand-building perspective, he helps immensely and will undoubtedly attract more fans.”
LAFC and MLS can draw lessons from Lionel Messi`s impact at Inter Miami, but also from MLB`s experience with Asian superstars. Shohei Ohtani`s presence generated an estimated $10-20 million in annual revenue for the LA Angels and now contributes hundreds of millions to the Dodgers, particularly through Japanese sponsorship deals. Similarly, Ichiro Suzuki boosted Japanese tourism to Seattle during his time with the Mariners. While not a direct comparison to Ohtani or Suzuki, Son`s move to MLS is expected to evoke similar enthusiastic responses from his fanbase, albeit in a unique way.
“I think the Asian diaspora – whether it’s Filipino, Japanese, Korean – it’s an interesting one because we all support an Asian face but I think the Japaneseness of Shohei, the Koreanness of Son should be celebrated in its own different ways. The same way the community has really elevated Shohei in a new light, I’m looking forward to the Korean community, for sure, elevating Son. … I have a ton of Asian friends who just love Son for being representative enough and that’s really cool to see.”
Lee observed the unique connection within the Asian diaspora: “Whether Filipino, Japanese, or Korean, we all support an Asian face. However, Shohei`s Japaneseness and Son`s Koreanness should be celebrated distinctly.” He anticipates the Korean community elevating Son in the same way the Japanese community uplifted Shohei, adding, “Many of my Asian friends admire Son simply for being a representative figure, which is inspiring to witness.”
Son: A Unifying Figure
Beyond economics, Son possesses an invaluable intangible quality: a profound charisma that builds a deep, emotional connection with his vast fanbase, particularly within the Korean diaspora.
“I feel like he’s almost a national treasure for Korea considering how successful he’s been. He’s kind of put Korean football on the map in sort of that sense and I think the phenomenal career he’s had abroad has really been inspirational, not only for Korean athletes I think but also just for Korean people in general. I would say not just athletes, but I think just every Korean person would say that he’s very important in Korea.”
Casey Phair, a Korean international on loan from Angel City, described Son as “almost a national treasure for Korea” due to his immense success. “He’s put Korean football on the map,” Phair noted, adding that his “phenomenal career abroad has been inspirational, not only for Korean athletes but for Korean people in general. Every Korean would agree he is incredibly important to Korea.”
Son`s influence in Korean culture predates his LAFC move. His role as an MLS ambassador extends his long-standing position as the face of Korean soccer. He consistently expresses national pride and acknowledged Tottenham Hotspur`s significant Korean fanbase as a highlight of his decade-long tenure. His standing within the Korean community is universally recognized and continuously growing.
“He has really bucked some of the stereotypes around what an Asian footballer can be and can produce. Any sports fans knows there’s a model of player and that’s oftentimes racially tinged about what a culture is capable of producing so the hardworking, diligent Korean, in so many different ways, was represented by the incredible Park Ji-sung. But because he was so good at what he did and he kept his head down and he let his actions speak for him, I think people just assumed that’s all Korean football was capable of producing and then when you see someone like Son Heung-min who, as a young man, grew into this incredible person who streamed on the touchline, has an incredible left foot, right foot, finishing skills, becomes a golden boot winner of the Premier League, he transcended what we believed was possible for an Asian footballer and as stark as I can be, that meant that people looked at Korean people in a different way, in a different light.”
Lee highlighted how Son defied stereotypes about Asian footballers. He explained that while Park Ji-sung exemplified the hardworking Korean player, his quiet demeanor inadvertently set a limited perception of Korean football`s potential. “Then you see someone like Son Heung-min,” Lee continued, “who, as a young man, developed into this incredible talent—fluent on the touchline, incredible left and right foot, exceptional finishing, becoming a Premier League Golden Boot winner.” Son “transcended what we believed was possible for an Asian footballer,” fundamentally altering how Korean people are viewed.
This transformative impact ensures Son`s popularity extends far beyond the Korean community.
“The thing about him is for me, it’s the joy he plays with. I think the best word is joy and I think that having that, even when Spurs have been going through some tough years, watching him is still enjoyable regardless, right? He’s scored fantastic goals against Burnley and Arsenal and just knowing that on any given day, he can do something that you never saw before and also just knowing that every game, he was going to give his all. He became the epitome of what Spurs fans want from a player, it’s somebody who actually wants to play the game. You know the whole cliche, `the game is about glory,` it’s somebody who was playing football the way we like to watch football. Seeing that and just seeing his skill, his pace, his smile, everything about it was just a privilege.”
Steve Pritchard, a Londoner, lifelong Tottenham fan, and LAFC season ticket holder, spoke of Son`s defining quality: “For me, it’s the joy he plays with. Even during Spurs` challenging years, watching him was always enjoyable.” Pritchard cited his “fantastic goals” and the consistent feeling that “on any given day, he can do something you never saw before.” Son embodied what Tottenham fans desire: a player who genuinely loves the game, playing with skill, pace, and a contagious smile—”everything about it was just a privilege.”
Son`s journey to superstardom was improbable yet undeniable, as evidenced by his final Tottenham match—a preseason friendly against Newcastle United in Seoul. Both teams spontaneously honored him with a guard of honor, which Newcastle manager Eddie Howe described as “instinctive,” reflecting universal respect.
“His history, his records, his legacy speaks for itself but not just at Tottenham, in the Premier League as well. I think he was someone that was so well-respected, appreciated for what he’d done on the football pitch. He was a man that had some incredible moments, scored some incredible goals, professional, humble, a really good person … Everyone at Tottenham, everyone in England loves him and now I’m pretty sure everyone in America is going to love him as well.”
Ryan Mason, Son`s former Tottenham teammate and current West Bromwich Albion manager, affirmed: “His history, records, and legacy speak for themselves, not just at Tottenham but across the Premier League.” Mason lauded Son as a “well-respected, appreciated” player who delivered “incredible moments, scored incredible goals, professional, humble, a really good person.” He concluded, “Everyone at Tottenham, everyone in England loves him, and I`m pretty sure everyone in America is going to love him as well.”
In MLS, Son is poised to further solidify his profound legacy. Lee mentioned plans for 100 mini Korean flags in BMO Stadium`s north end for Son`s Sunday debut, mirroring the national pride visible at Tottenham Hotspur Stadium. This display will be just one example of Son`s wide-ranging appeal.
“He is for everyone. We’re talking about the Koreanness of Son but I was like, now he belongs to all of us. He belongs to this city. This is not only for the Latino community here but for the Asian community, for the Armenian community, for the Black community that are all touching LAFC. He’s for all of us and I think that’s the similarity of Shohei, that everyone can find a piece to identify with and that they can bring home and be really proud about.”
Lee passionately declared, “He is for everyone.” He explained that while Son`s Koreanness is significant, “now he belongs to all of us. He belongs to this city.” Lee highlighted his appeal across diverse communities—Latino, Asian, Armenian, Black—all connected to LAFC. “He’s for all of us,” Lee concluded, drawing a parallel to Shohei Ohtani, where “everyone can find a piece to identify with and be really proud about.”
