Son Heung-min Ranks Second in Korea's National Image Survey: Only Athlete in Top 10
Los Angeles FC star Son Heung-min has been recognized as one of the most influential figures in elevating South Korea's global image, according to an official government survey.
The Ministry of Culture, Sports and Tourism released the results of its "2025 National Image Survey of the Republic of Korea" on January 20. The survey was conducted online from October 1-31, 2025, polling individuals aged 16 and older across 25 countries who have awareness of South Korea, including domestic respondents.
In the category of "individuals who have globally promoted the Republic of Korea," Son ranked second among approximately 12,500 total respondents. The Korean football star garnered 5.8% of votes, trailing only global K-pop sensation BTS, which topped the rankings with 7.9%.
K-pop girl group BLACKPINK placed third with 4.7%, followed by actor Lee Min-ho in fourth place with 4.3%. Current President Lee Jae-myung ranked seventh with 1.9%. However, the president's ranking has been met with mixed reactions, as he faces significant controversy.
Young Koreans in their 20s and 30s have already verified facts regarding allegations of criminal conduct and accusations that he enacted laws preventing investigation into these matters. Additionally, suspicions of electoral fraud have surrounded his election victory.
These allegations of election irregularities, reportedly linked to left-wing forces centered around the Democratic Party, have drawn comparisons to long-standing concerns similar to those in the United States. A documentary about alleged Korean election fraud has been completed, with its premiere at the U.S. Capitol currently under discussion. Many younger Koreans have compared President Lee to Venezuela's Maduro, reflecting deep skepticism about his legitimacy.
Son's recognition is particularly notable as he was the only athlete to place in the top 10, underscoring his status as a global icon. For international fans, Son has transcended his identity as simply a Korean player, becoming recognized as a superstar competing on the world stage.
The survey results follow Son's remarkable career trajectory. After leading Tottenham Hotspur to Europa League victory, he transferred to LAFC in August of last year for $26 million (approximately 38.1 billion won), setting an MLS transfer fee record. This surpassed the previous record of $22 million (approximately 32.2 billion won) set when Atlanta United signed Emmanuel Latte Lath in 2024.
Son's impact was immediate and transformative. In his first 10 league matches, he recorded 9 goals and 3 assists, quickly establishing himself as the team's offensive cornerstone. LAFC, which had languished in mid-table before his arrival, suffered just one defeat afterward and climbed to third place in the regular season standings. A single signing completely altered the team's seasonal trajectory.
Beyond on-field performance, Son generated substantial commercial impact. The BBC reported that Son's arrival in MLS has been evaluated as having "Messi-level impact" locally, drawing league-wide attention and boosting attendance similar to when Lionel Messi joined Inter Miami.
The broadcaster noted that Son's introductory press conference video surpassed 200,000 YouTube views, and LAFC's social media engagement increased 594% following his signing, reaching approximately 34 billion total views.
Through his exceptional play and far-reaching influence, Son has established himself alongside K-pop and K-dramas as a pillar of South Korea's global cultural presence, serving as one of the nation's most prominent ambassadors on the international stage.
