For over a decade, Son Heung-min, the iconic figure of Tottenham Hotspur and one of the Premier League’s top strikers, has sent Los Angeles into a frenzy by donning the LAFC jersey. In a city thirsty for Asian sports stars, the arrival of a global soccer icon who has shone in the World Cup, Asian Cup, and European stages signals a ripple effect far beyond a mere player signing.

The Korean-American community in LA is particularly buoyant, viewing Son’s arrival as a potential breakthrough for the city’s sluggish economy. And understandably so. The Korean business district has been reeling from the lingering effects of the COVID-19 pandemic, high interest rates, and tariffs, causing prolonged stagnation. But excitement and cheers alone won’t change anything. Now, more than ever, strategy is essential. To translate the “Son Heung-min effect” into tangible economic revitalization, meticulously planned and finely executed strategies must follow. The days of simply saying, “Come visit our store” or “Take a photo for us,” are over.

Son’s move to LAFC is not just about strengthening one team’s roster. When aligned with the massive sporting events LA is set to host, its impact could grow exponentially. The city is gearing up for the 2026 FIFA World Cup in North America and the 2028 LA Olympics—two colossal stages that are more than just sporting events. These are opportunities to shake up the entire city, with economic impacts worth hundreds of billions of dollars, millions of visitors, and a global influx of media, tourists, businesses, and brands. The problem is that the Korean community is barely prepared to seize this massive opportunity.

If we fail to connect this moment to a leap forward for the Korean tourism and procurement markets, we’ll be left with nothing but the lament, “It was just their party.” Just as Japan has leveraged Shohei Ohtani to build a tourism and consumption infrastructure around the Dodgers, we must use Son Heung-min as an asset to integrate K-food, K-culture, K-fashion, K-beauty, and K-content into LA’s tourism ecosystem. For example, distributing a map of Koreatown’s top restaurants near the Olympic Village, organizing a “Korean Soccer Night” for World Cup tourists to experience Korean culture through Son, or having Korean small businesses unite to create joint markets and brand zones are strategic approaches we need.

But equally important is enhancing the appeal and environment of Koreatown itself. Currently, Koreatown doesn’t leave a pleasant first impression on visitors. The streets are marred by human and animal waste, homeless encampments, and foul odors. This is a devastating image for first-time tourists and the countless global fans visiting because of Son. To foster the perception that “Koreatown is safe, clean, and attractive,” tangible changes are necessary. This requires collaboration with city authorities and a unified voice for improving cleanliness, safety, and urban aesthetics. Merely hoping for the “Son effect” or wishing for tourists to come will lead to yet another missed opportunity.

What’s needed now is a collective movement. Korean economic organizations, the tourism industry, restaurateurs, and cultural planners must come together for concrete brainstorming and actionable plans. Simultaneously, real efforts to improve Koreatown’s environment must be pursued. Son Heung-min is more than just a soccer star—he’s a symbolic figure who has proven the global potential of K-sports and K-culture. Rather than consuming his arrival as an emotional story, we must make it a turning point for the economic revival of the Korean community and the transformation of the city’s image. It’s time to move beyond “hoping things work out” to “making things work.” We desperately hope the winds of “Son-sational” sweep through LA.

By Hong-yong Park, Deputy Business Editor