Los Angeles, CA – In a landmark move signaling a growing synergy between sports and tourism, South Korean football star Son Heung-min has been named the first Korean advertising model for Los Angeles Tourism & Convention Board. The announcement, made on February 20th (local time) at a press conference held at BMO Stadium, underscores the city’s ambitious strategy to attract a larger Korean tourist demographic. This partnership comes as Los Angeles prepares to co-host the 2026 FIFA World Cup, further solidifying its position as a global sports and entertainment hub.
The selection of Son, currently playing for LAFC, marks a significant shift in the Los Angeles Tourism & Convention Board’s marketing approach. Adam Burke, President & CEO of the Los Angeles Tourism & Convention Board, emphasized the immense value of having Son represent the city. “Son Heung-min is incredibly critical – it’s almost impossible to overstate,” Burke stated, according to News1. “He is the most influential promoter of Los Angeles in Korea.” Burke further likened Son to Shohei Ohtani, the Japanese baseball star who has generated significant tourism interest in the United States, predicting a similar “Son Heung-min effect” in the Korean market over the next two to three years.
Son Heung-min: A ‘Generational Talent’ for LA Tourism
The decision to feature a Korean athlete as the face of Los Angeles tourism is unprecedented in the organization’s history. The LA Tourism & Convention Board believes Son’s widespread popularity and positive image will resonate strongly with Korean travelers. This is particularly relevant as Los Angeles aims to become the “most familiar and comfortable ‘first city’ in America” for Korean visitors, according to Burke. The city is actively investing in infrastructure improvements, including reducing commute times to 35 minutes and enhancing safety measures around Koreatown, ensuring a welcoming environment for tourists.
Son’s impact is already being felt. Since joining LAFC in August 2023, he has quickly become a fan favorite, with his jersey selling out both online and in physical stores. WikiTree reports that demand from Korean fans has been particularly high. In his first half-season with the club, Son scored 9 goals and provided 3 assists in 10 games, adding a goal and an assist in the playoffs, quickly establishing himself as a key player. This on-field success has translated into increased interest in visiting Los Angeles, with travel packages featuring opportunities to see Son play experiencing high demand.
Infrastructure Investments and Safety Enhancements
The Los Angeles Tourism & Convention Board is not solely relying on Son’s star power. The organization is actively working to improve the overall tourist experience for Korean visitors. Key initiatives include streamlining transportation to reduce travel times within the city and bolstering safety measures, particularly in Koreatown, ensuring a secure and enjoyable environment for all. These efforts are designed to address potential concerns and enhance the appeal of Los Angeles as a premier travel destination.
The city’s preparations for the 2026 FIFA World Cup are also playing a crucial role. Los Angeles is one of the host cities for the tournament, and the anticipation surrounding the event is driving significant investment in infrastructure and tourism-related services. The World Cup is expected to attract a large influx of international visitors, and Los Angeles is positioning itself to capitalize on this opportunity. The city is aiming for a 25% increase in Korean tourism within the next three years, a goal that Burke believes is achievable with Son’s help.
The ‘Son Effect’ and the Future of Korean Tourism in LA
The comparison to Shohei Ohtani is deliberate. Ohtani’s arrival in Los Angeles with the Dodgers has demonstrably boosted tourism from Japan, and the LA Tourism & Convention Board hopes to replicate that success with Son. The “Ohtani effect” has been significant, with increased hotel bookings and a surge in interest in baseball-themed travel packages. The board anticipates a similar surge in demand from Korean tourists, driven by Son’s presence and the excitement surrounding the 2026 World Cup.
Larry Freedman, co-president of LAFC, highlighted the importance of this partnership, stating (as reported by The Hankyung) that Son Heung-min is now the “face of Los Angeles tourism.” This collaboration extends beyond mere advertising; it represents a strategic alliance aimed at fostering a deeper connection between Los Angeles and the Korean market.
The LA Tourism & Convention Board is also focusing on creating a more immersive and culturally relevant experience for Korean visitors. This includes promoting Korean-owned businesses, offering Korean-language services, and showcasing the city’s vibrant Korean community. The goal is to produce Los Angeles feel like a home away from home for Korean tourists, encouraging repeat visits and positive word-of-mouth referrals.
Expanding Beyond Football: A City-Wide Appeal
While Son’s presence is undoubtedly a major draw for football fans, the Los Angeles Tourism & Convention Board is keen to emphasize the city’s diverse attractions. Los Angeles offers a wide range of entertainment options, including world-class museums, theme parks, beaches, and a thriving culinary scene. The marketing campaign featuring Son will highlight these attractions, appealing to a broader audience beyond just sports enthusiasts. The city is actively promoting itself as a year-round destination, with something to offer visitors of all ages and interests.
The partnership with Son Heung-min represents a bold and innovative approach to tourism marketing. By leveraging the popularity of a global sports icon, Los Angeles is positioning itself as a must-visit destination for Korean travelers. The city’s investments in infrastructure, safety, and cultural sensitivity are further enhancing its appeal, ensuring a welcoming and memorable experience for all visitors. The success of this initiative will be closely watched by other cities seeking to attract international tourists through strategic partnerships with high-profile athletes.
The next key date to watch is the upcoming MLS season, where Son Heung-min will continue to represent LAFC and, by extension, the city of Los Angeles. Further updates on tourism numbers and the impact of the “Son effect” are expected to be released by the Los Angeles Tourism & Convention Board in the coming months. We encourage readers to share their thoughts on this exciting development and to explore the many attractions that Los Angeles has to offer.