The Son Phenomenon in Los Angeles

The signing of Son Heung-Min by LAFC not only revolutionized MLS, it also unleashed an unprecedented craze in Los Angeles. The South Korean forward, affectionately nicknamed “Sony,” scored a hat-trick in his first matches, and within just two weeks his No. 7 jersey became the league’s top seller, even surpassing Messi.

According to club vice president John Tarrington, Son’s arrival quintupled the impact Gareth Bale once had when he joined. In addition, his social media following doubled, while LAFC-related content skyrocketed by 594% in views, reaching nearly 34 billion.

More Than Football, Culture

The magnitude of the Son phenomenon goes far beyond sport. “In many ways, he’s probably the most famous Korean person in the world,” said Josh Lee, spokesperson for the Tiger Supporters Group. The impact has been so great that comparisons are already being made with Shohei Ohtani’s arrival at the Dodgers.

The Korean community in Los Angeles, the largest outside of South Korea, has embraced Son as a symbol. His debut at BMO Stadium against San Diego FC sold out completely, with ticket prices climbing over $200, twice the club’s regular average.