After a decade of dazzling performances at Tottenham Hotspur, where he scored 173 goals in 454 competitive appearances and clinched the 2025 Europa League title, South Korean superstar Son Heung-min has embarked on a bold new journey with Major League Soccer’s Los Angeles FC.
The 33-year-old forward, widely regarded as one of Asia’s greatest footballers, finalized his move on August 6th, for a reported MLS-record transfer fee of $26.5 million. His arrival in Los Angeles, home to the largest Korean population outside Korea, has ignited excitement both on and off the pitch, with fans eager to see the former Spurs captain in action at BMO Stadium.
Beyond his on-field contributions, Son’s global stardom is already making waves in the commercial sphere, particularly in jersey sales, as LAFC capitalizes on his massive appeal.
Son’s Commercial Impact
Son Heung-min’s commercial pull is no stranger to breaking records. During his time at Tottenham, his No. 7 jerseys consistently ranked among the Premier League’s top sellers, fueled by his status as South Korea’s most popular athlete for eight consecutive years.
His global appeal, particularly in Asia, made him a marketing juggernaut, with two signature adidas F50 boots released in his name, including one in 2025.
Now, with LAFC, early reports suggest Son’s shirt sales could challenge the MLS record set by Messi, whose Inter Miami kits became a global phenomenon. Sources indicate that Son’s jerseys are not only dominating sales in Los Angeles but also attracting buyers from South Korea, where MLS games align conveniently with Sunday morning viewing times due to the 16-hour time difference.
The combination of Son’s on-field brilliance—highlighted by his 2020 FIFA Puskás Award-winning goal—and his cultural significance in a city with deep Korean roots positions him to potentially surpass Messi’s MLS shirt sales record.
Shirt Sales Surge in Los Angeles
Since Son’s signing was announced, LAFC has experienced a remarkable boom in jersey sales, with his No. 7 kits becoming the highest-selling shirt of any athlete across all sports in the last week, according to early industry estimates.
Available in LAFC’s primary black and gold and secondary white colors, the authentic Son Heung-min jerseys, priced at $194.99, have already sold out in the black variant across all men’s sizes except 3XL on the LAFC website, a testament to the overwhelming demand.
Moreover, Son’s jersey has soared to become the second most sold shirt in MLS history, trailing only Lionel Messi’s Inter Miami kits from 2023. This surge is driven by Los Angeles’ 320,000 -strong Korean-American community, the largest in the U.S., with fans flocking to stores in Koreatown and online platforms like Fanatics. The MLS Store has struggled to keep up with orders, creating a backlog that highlights Son’s immediate commercial impact, further amplified by local supporters’ groups like the Koreatown-based Tigers Supporters Group.
