K-Pop Meets MLS: HYBE and Son Heung-min's LAFC Unite for Historic Cultural Event

Entertainment giant HYBE brings BTS and K-pop culture to Los Angeles playoffs as Son Heung-min's team kicks off postseason

When Los Angeles Football Club takes the field against Austin FC on October 29, fans at BMO Stadium won't just witness playoff soccer-they'll experience a full-scale K-pop celebration. HYBE, the entertainment powerhouse behind BTS and SEVENTEEN, has partnered with LAFC for what both organizations are calling a cultural milestone.

This marks HYBE's first collaboration with Major League Soccer, and the timing couldn't be more fitting. Since South Korean superstar Son Heung-min joined LAFC in August 2025, the city's already substantial Korean community has rallied around the team with unprecedented enthusiasm.

Why This Partnership Matters

Los Angeles hosts the largest Korean population in the United States, with a thriving Koreatown located just five miles from BMO Stadium. When LAFC signed Son from Tottenham Hotspur for a record $26.5 million transfer fee-the highest in MLS history-his jersey became the league's top seller within 72 hours.

"Music and sport have the power to transcend borders and language," said Bang Si-Hyuk, HYBE's Chairman. The company sees Los Angeles not just as a market, but as a cultural bridge between Korea and America.

What Fans Will Experience

The October 29 playoff match will transform BMO Stadium's 22,000 seats into an immersive K-culture festival. Here's what attendees can expect:

Music and Entertainment: A choreographed light show featuring songs from BTS, SEVENTEEN, TOMORROW X TOGETHER, ENHYPEN, LE SSERAFIM, and KATSEYE will fill the stadium. Fans will receive synchronized light-up wristbands that pulse with the music-a signature element of K-pop concerts.

Food: Korean vendors Love Hour and Kogi BBQ will serve Korean-inspired cuisine, introducing sports fans to flavors from LA's Koreatown.

Atmosphere: The event aims to blend the passionate fan culture of K-pop with the energy of playoff soccer, creating something neither music nor sports fans have experienced before.

The Son Heung-min Factor

Son's arrival in Los Angeles has been transformative. At 33, the former Tottenham captain brought a decade of Premier League excellence to MLS. He scored 173 goals for Spurs and became the first Asian player to win the Premier League Golden Boot.

His partnership with LAFC's Denis Bouanga has been devastating. In September, Son scored the third-fastest goal in club history-just 53 seconds into a match against San Jose. The duo has contributed goals or assists in virtually every game they've played together.

"Nobody has stopped them yet," said Austin FC coach Nico Estévez, whose team faces LAFC in the playoff opener.

Beyond One Night

Both organizations emphasize this is just the beginning. Isaac Lee, Chair and CEO of HYBE America, said the partnership strengthens the company's presence in the Americas while demonstrating "the power of fandom to connect audiences across sports, music, food, entertainment, and culture."

LAFC Co-President Larry Freedman echoed that sentiment: "We know the power of passionate fan culture, and HYBE shares that same energy and commitment."

The collaboration represents a natural evolution for both brands. LAFC has built its identity around inclusivity and global appeal since launching in 2018, winning the 2022 MLS Cup and establishing itself as one of the league's premier clubs. HYBE, meanwhile, continues expanding beyond music into broader cultural experiences through its Weverse platform and various entertainment ventures.

The Stakes

LAFC enters the playoffs as the Western Conference's third seed, looking to reach MLS Cup for the third time in four years. They'll face sixth-seeded Austin FC in a best-of-three series starting October 29 at 7:30 PM PT.

The winner advances to face either Vancouver Whitecaps or FC Dallas in the Western Conference semifinals.

For Korean fans in Los Angeles and beyond, the match represents something more-a celebration of how their culture has woven itself into the fabric of American sports and entertainment.

Game 1: LAFC vs. Austin FC, Wednesday, October 29, 7:30 PM PT at BMO Stadium, Los Angeles. Available on Apple TV (MLS Season Pass).