Son Heung-Min’s transition from Tottenham Hotspur to Los Angeles FC has ignited excitement in LA’s Koreatown, where fans are still amazed that the South Korean icon has joined their cherished ‘Black Gold’.
At BiergartenLA, a favored German-Korean pub among LAFC fans, both staff and patrons noted that “Sonny-mania” has swept the area just north of the team’s BMO Stadium ahead of his home debut against San Diego FC on Sunday.
“It feels unreal – like a World Cup atmosphere,” remarked partner David Dong.
“It’s thrilling to see LAFC getting this much focus. Previously, attention peaked only towards the year’s end, but now it feels more like playoff excitement. The buzz is undeniable.”
Fans of South Korean star Son Heung-min show support before the match.
Son joined LAFC for an estimated $26.5 million and, leading up to Sunday’s match, has played in three away games: winning a penalty in his debut, providing an assist in his second game, and scoring a free kick in his third.
Beyond the field, his impact is already evident.
His #7 LAFC jersey became the top-selling sports jersey globally on Fanatics when released on August 6, maintaining its bestseller status throughout August, MLS reported.
Content featuring Son generated 339 million impressions and 14 million engagements across MLS and LAFC social platforms, according to the league. His TikTok showcasing his debut penalty earned 26 million impressions, marking the second-best MLS post this year.
The excitement has drawn parallels to the Los Angeles Dodgers’ Japanese star Shohei Ohtani, whose arrival before the 2024 season significantly boosted interest and commercial impact.
“He’s everything people said about Shohei and more,” Dong commented.
“He’s kind, warm, a role model for kids, embodies integrity, and even helps opponents when they fall.
“He’s the epitome of sportsmanship, a winner, and excels at his game.”
James Lee, a manager at BiergartenLA who moved from South Korea at age 11, mentioned friends back home are planning trips.
“When Ohtani joined the Dodgers, they were thrilled. It’s the same with Sonny coming here,” he said.
“They’re definitely planning visits to LA.”
LAFC supporter Danny Arreguin traveled from Orange County to experience the atmosphere with visiting family.
“I understand how significant Korea and Koreatown are to LA,” he said.
“The Korean-American community blends well with the Mexican community. I’m Mexican-American, and I brought my cousins from Texas to Koreatown.”
Regarding on-field expectations, Dong hopes Son will lead the team, which debuted in 2018, to a second MLS Cup victory.
“We obviously expect LAFC to go all the way,” he said.
“Hopefully, we’ll face (Inter Miami’s Lionel) Messi in the final. That would be thrilling.”
