HYBE Partners with LAFC to Launch Immersive K-Culture Festival at MLS Playoffs

HYBE has announced a groundbreaking partnership with Major League Soccer (MLS) team LAFC, where soccer star Son Heung-min plays, to create a unique K-Culture festival that merges K-pop and sports.

This marks HYBE's first partnership with an American professional soccer team.

As part of the collaboration, HYBE will support a K-Culture event during the 'Audi 2025 MLS Cup Playoffs' first home game at BMO Stadium in Los Angeles on October 29th (local time), the company revealed on the 24th.

The event aims to highlight the cultural ties between Los Angeles and Korea, introducing the allure of K-Culture to local sports fans. Los Angeles is home to the largest Korean population in the United States.

HYBE and LAFC plan to offer an immersive K-Culture festival at the stadium, blending Korean culture, music, and community for the fans attending the game.

During the match at LAFC's 22,000-seat BMO Stadium, K-pop will be played as background music, accompanied by a light show synchronized to the music of HYBE artists like BTS, SEVENTEEN, and KATSEYE.

Fans will experience K-pop fan culture through interactive performances featuring wristband cheering, lasers, and fireworks. Additionally, popular local Korean restaurants will offer fusion Korean cuisine inspired by Koreatown culture.

HYBE Chairman Bang Si-hyuk stated, "Music and sports share the power to unite people beyond language and region. We are thrilled to collaborate with LAFC and MLS in Los Angeles, a city where diverse cultures coexist, and to strengthen our relationship with local fans."

Isaac Lee, Chairman and CEO of HYBE America, commented, "This partnership with LAFC enhances our presence and cultural influence in the Americas, a key growth area for HYBE. The event showcases the power of fandom in connecting sports, music, and food, and HYBE will continue to create entertainment that communicates with the world through music, storytelling, and live experiences."

Larry Freedman, Co-President of LAFC, added, "LAFC understands the power of passionate fan culture. As HYBE's first MLS partner, we aim to create an unforgettable experience that showcases the energy of K-pop and the inclusivity of LAFC and Los Angeles."