Heung Min Son has had a huge impact immediately upon his arrival in MLS with the LAFC team.

Since the South Korean's arrival, LAFC has increased its following on social media and among the best-selling jerseys in the league.

Players like Son "become an integral part of our families, our weekends, our days day, and expands our culture. The impact will be similar to what Shohei Ohtani had” when he landed with the Los Angeles Dodgers, explains Josh Lee, director of communications for the LAFC Tiger Supporters Group.

The captain of the South Korean national team turned the club's social media on its head in early August.

LAFC-related content registered a spectacular 594% increase in views, almost reaching 34 billion, while media coverage increased by 289%, according to data from The Korean Post.

His jersey, with the number 7 on the back, was the best-selling jersey in MLS for two consecutive weeks and “of any sport in the world right now,” according to LAFC vice president John Tarrington in a statement shared with the media.

According to the Front Office Sports website, Argentine Lionel Messi set the MLS record in 2024 by selling 500,000 Inter Miami jerseys in his first month, while Son was on pace to sell nearly 1.5 million jerseys in his first month with LAFC in the American league.

Son, a South Korean phenomenon in Los Angeles

Son's signing is a strategic move for the Korean community in Los Angeles, the largest outside of South Korea with around 320,000 inhabitants.

"There will be an exponential number of fans, we saw it in his first home game. But even on the roads, you will see groups of Koreans from all over the country driving to the nearest stadium to see Son," says Lee.

Son's debut in his new home against San Diego FC was a sold-out success at BMO Stadium in Los Angeles. Tickets once sold for more than $200,twice the average price for a regular Black and Gold match, according to ABC 7.