How Son Heung-min’s LAFC Transfer Sparked a Surge in Korean Searches for Soccer, Shopping, and Travel
by Patrick Catterall,
November 04, 2025
When Son Heung-min joined Los Angeles FC (LAFC), South Korea didn’t just celebrate; it searched.
New data from Naver, the country’s leading search engine, shows how his transfer ignited nationwide interest in MLS, LAFC merchandise, and even travel to Los Angeles, proving that modern athletes can influence culture far beyond the pitch.
Key Findings
- Jersey Demand Surged: Searches for “손흥민 유니폼” (Son Heung-min jersey) tripled (+250–300%) in the week following his August 6, 2025 transfer to LAFC.
- LAFC Broke Into the Mainstream: LAFC-related searches, including fixtures and ticket bookings, rose 120%, marking the club’s first major visibility spike in South Korea.
- Merchandise Interest Jumped: LAFC merchandise queries increased 200–250%, often including purchase-intent keywords like “정품” (authentic jersey) and “한국 배송” (Korea shipping).
- Travel Searches Lifted: Los Angeles travel-related queries climbed 10–15%, suggesting a halo effect on city tourism interest.
- Sustained Attention: Search volumes remained elevated for six to eight weeks, well beyond the typical one-week transfer news cycle.
When Fandom Becomes Commerce
Before August 2025, Son-related jersey searches followed predictable patterns tied to major tournaments or Premier League fixtures.
After the LAFC announcement, that rhythm changed.
Searches for “손흥민 유니폼” (Son Heung-min jersey) rose 250–300%, and the interest remained elevated for nearly two months.
More tellingly, new search modifiers began appearing alongside these queries — including “정품” (official) and “한국 배송” (ships to Korea) — indicating that fans were no longer just browsing.
They were actively searching for authentic LAFC merchandise and verifying international shipping options, signaling a clear shift from fandom to purchase intent.
| Cluster | Pre-Signing Avg. | Week of Aug 6 2025 | % Change | Notes |
|---|---|---|---|---|
| Son Heung-min Jersey | 100 | 350 | +250 % | Interest sustained for 8 weeks |
| LAFC Jersey | 60 | 180 | +200 % | New modifiers “정품” (official) and “한국 배송” (ships to Korea) |
This surge demonstrates that Son’s move to LAFC transformed his kit from a sports item into a cultural and lifestyle symbol — one that fans wanted to own, not just follow.
LAFC Enters the Mainstream
LAFC, previously a niche name among Korean football fans, saw a dramatic shift in visibility. Searches for “LAFC 경기 일정” (LAFC fixture list) and “LAFC 티켓 예매” (ticket booking) climbed by 120%, peaking during the week of Son’s signing.
Interest in LAFC content stayed high through his debut matches, marking the first time a Major League Soccer club achieved sustained visibility in Korean search data.
Los Angeles Travel Interest Rises
Beyond football, Son’s transfer had a modest but notable effect on Los Angeles-related travel searches. Terms like “로스앤젤레스 여행 비용” (LA travel costs) and “LA 항공권” (flights to LA) rose 10–15%, even though the country’s main travel season had already passed.
| Cluster | Avg. Weekly Index (Pre) | Avg. Weekly Index (Post) | % Change |
|---|---|---|---|
| LA Travel (General) | 220 | 250 | +13 % |
| Flights to LA from Korea | 140 | 160 | +14 % |
While this increase may appear small, it coincides precisely with the week of Son’s signing, suggesting that his move momentarily reframed Los Angeles as a destination of cultural pride, not just leisure.
Cultural and Commercial Value
This analysis shows how an athlete’s transfer can ripple beyond the sport itself.
Son Heung-min’s move produced a measurable shift across three interconnected sectors:
- Sports: Introducing MLS to Korean audiences through a single player.
- Commerce: Turning team merchandise into fashion statements.
- Tourism: Elevating Los Angeles as a trending destination.
For LAFC and the MLS, this represents an unprecedented brand lift in Asia, achieved organically through fandom rather than marketing spend.
For Los Angeles, it demonstrates the soft-power potential of global athletes in shaping city perception.
Methodology
This analysis is based on Naver Search Index weekly data covering the period October 2024 to October 2025. The dataset includes weekly search volumes for Son Heung-min, LAFC, and Los Angeles travel-related keywords.
A total of 40+ search terms were grouped into five thematic clusters:
- Son Heung-min jerseys
- LAFC matches
- LA travel
- LAFC merchandise
- LA flgihts
The event marker for analysis was August 6, 2025, the date of Son Heung-min’s official signing with LAFC. Search trends were examined across an eight-week window before and after the signing to measure the effect on Korean search behavior.
Metrics analyzed include weekly search volumes, growth percentages, and duration of elevated activity.
All figures and visualizations are drawn directly from the provided Naver dataset.