West Bromwich Albion, under the guidance of new head coach Ryan Mason, are making waves in the transfer market with a reported bid for South Korean winger Jeon Jin-woo from Jeonbuk Hyundai. This potential signing signals an ambitious step for the Baggies as they aim to bolster their squad for a push toward promotion in the EFL Championship. With an offer exceeding €1.33 million (£1.15 million), West Brom are looking to secure a versatile and prolific talent who could prove to be a game-changer at The Hawthorns.
The news was first broke by first-tier Korean journo Seol Ho-jung via @KNTFootball on X.
The latest in Korean media regarding Jeon Jin-woo to #WBA:
— Joel Kim (@KNTFootball) July 15, 2025
By now many outlets and reporters have jumped on journo Seol Ho-jung's report and even Jeonbuk Club officials have acknowledged that they've received an offer from #WBA as well as some Belgian clubs. They've also… pic.twitter.com/wcjH2xbLPX
A Rising Star from the K League
Jeon Jin-woo, a 25-year-old winger, has emerged as one of the standout performers in South Korea’s K League 1. His impressive tally of 16 goals and 5 assists in just 26 matches last season highlights his attacking prowess and ability to influence games on both flanks. Known for his pace, directness, and clinical finishing, Jeon has caught the attention of several clubs, with at least five other teams competing for his signature. However, West Brom appear to have taken pole position with their concrete offer, demonstrating their intent to secure a player who could fill the void left by potential departures, such as star winger Tom Fellows.
Jeon’s versatility to operate on either wing makes him an attractive prospect for Mason, who is tasked with rebuilding a squad capable of challenging for a return to the Premier League. While not as creatively dynamic as Fellows, Jeon’s goal-scoring instinct and ability to play on the right or left flank could make him a valuable asset, either as a direct replacement or as part of a broader attacking strategy. His 21 goal-and-assist contributions last season underscore his potential to thrive in the physically demanding Championship.
The Son Heung-min Connection
Adding intrigue to the transfer saga is the rumoured involvement of Tottenham Hotspur and South Korea captain Son Heung-min. Son, who shares a professional relationship with Mason from their time together at Spurs, may have personally recommended Jeon to West Brom. This endorsement carries significant weight, given Son’s status as one of Asia’s greatest footballers and his deep understanding of the English game. His influence could be a key factor in convincing Jeon to make the move to England, particularly to a club with ambitions of returning to the top flight.
Son’s success in the Premier League, where he became the first Asian player to win the Golden Boot and score 100 goals, has paved the way for clubs to look toward South Korea for talent. His recommendation of Jeon suggests confidence in the winger’s ability to adapt to the rigors of English football, a transition that has historically been challenging for players moving directly from the K League.
Strategic and Commercial Benefits
West Brom’s interest in Jeon Jin-woo is not solely about on-pitch contributions. The signing could also yield significant commercial benefits, particularly in the Asian market. South Korean players like Son Heung-min and Hwang Hee-chan have demonstrated the potential for clubs to tap into a passionate fanbase, increasing merchandise sales and global visibility. With West Brom’s controlling shareholder Guochuan Lai keen to expand the club’s profile in Asia, as seen with the 2017 signing of Chinese striker Zhang Yuning, Jeon’s arrival could further strengthen those ties.
Moreover, Jeon’s potential transfer aligns with a growing trend of English clubs scouting talent from South Korea and Japan, where players often represent excellent value compared to the inflated European market. Recent moves, such as Yang Min-hyeok’s transfer to Tottenham and Eom Ji-sung’s to Swansea City, highlight the increasing appeal of Asian talent. Jeon, with his proven track record, could follow in their footsteps and make an immediate impact.
Challenges and Competition
While West Brom have taken a significant step by submitting an offer, the deal is far from straightforward. Jeonbuk Hyundai, Jeon’s current club, reportedly values him highly and may require reinforcements before agreeing to let him go. Additionally, with five other clubs in the race, West Brom face stiff competition to secure his signature. The Baggies’ ability to finalize the transfer may hinge on their capacity to convince Jeon and Jeonbuk of the long-term vision under Mason, who is looking to build a squad capable of competing at the top of the Championship.
The potential departure of Mikey Johnston, another key winger, adds urgency to West Brom’s pursuit. Jeon’s ability to play on either side of the attack makes him a natural fit to fill any gaps in the squad, ensuring depth and flexibility for the demanding Championship schedule.
A New Era Under Ryan Mason
Ryan Mason’s appointment as head coach marks a new chapter for West Brom, who are aiming to move on from the disappointment of Tony Mowbray’s second stint. Mason, a former Tottenham midfielder and coach, brings a fresh perspective and a track record of working successfully with young talent. His familiarity with players like Mikey Moore from Spurs’ youth setup and his connection with Son Heung-min suggest a manager who values relationships and trusts in emerging stars. Jeon Jin-woo, at 25, fits the profile of a player who can grow under Mason’s guidance while contributing immediately to the team’s ambitions.
Conclusion
West Brom’s bid for Jeon Jin-woo represents a bold statement of intent as they look to strengthen their squad and push for promotion. With the backing of Son Heung-min and the promise of a starring role under Ryan Mason, Jeon could be the spark that ignites the Baggies’ campaign. While challenges remain in finalizing the deal, the combination of Jeon’s on-field talent and the potential commercial benefits make this a transfer worth watching. As West Brom navigate the competitive Championship landscape, securing a player of Jeon’s caliber could prove to be a masterstroke in their quest to return to the Premier League.
