October 28 – Los Angeles and South Korea have become one since the arrival of South Korean national team captain Son Heung-min. The former Tottenham star’s influence has pushed Korean culture deep into the heart of LA after signing for Major League Soccer club, LAFC.
This connection has moved at warp speed, considering Son has only been in the City of Angels a few months. This has been recognised by the global entertainment company, HYBE, who are teaming up with the club to sponsor their play-off game at BMO Stadium this week, playing out to the sound of K-pop.
The stadium will be transformed into a festival of Korean culture with Love Hour and Kogi BBQ serving up the dishes, while a light show featuring music from HYBE artists will provide the energy associated with K-pop. The company’s roster includes BTS, Seventeen, Le Sserafim, Enhypen, Katseye and many more popular K-pop artists.
“Music and sport transcend borders,” said Bang Si-Hyuk, HYBE’s Chairman. “Los Angeles’ diversity and deep Korean roots make LAFC the perfect partner.”
Isaac Lee, HYBE America’s CEO, called the event “a celebration of fandom connecting people across sports, music, and culture.”
LAFC co-president Larry Freedman added: “We’re honored to be chosen as Hybe’s first Major League Soccer partner. At LAFC, we know the power of passionate fan culture, and Hybe shares that same energy and commitment. Together we will create an unforgettable experience at BMO Stadium that highlights the energy of K-pop and the inclusivity of our club and city, while showcasing the global spirit that defines Hybe and LAFC.”
Once again, football, music, and culture blend together to turn football from a sport into an entertainment product.
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