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Son Heung-min of Tottenham Hotspur, who became the top scorer of the England Premier League (EPL) 2021-2022 season, poses holding the Golden Boot trophy as he returns through Incheon International Airport Terminal 2 on the 24th. Son Heung-min is the first Asian player to become the top scorer since the EPL was launched in 1992. He is also the first Asian top scorer across the five major European leagues: the EPL, Spanish La Liga, German Bundesliga, French Ligue 1, and Italian Serie A. After taking a rest, Son Heung-min will be called up to the Bento squad on the 30th and will participate in four A-match games, including the match against Brazil on the 2nd of next month. Photo by Moon Honam munonam@

[Asia Economy Reporter Kim Heeyoon] Son Heung-min (30, Tottenham), the first Asian to become the top scorer in the English Premier League (EPL), is launching his personal brand and embarking on a business career.

On the 24th, Son Heung-min arrived at Incheon International Airport dressed in a T-shirt and jeans. The ‘NOS7’ logo embroidered on the left chest of his white top caught attention. ‘NOS’ is ‘SON,’ Son Heung-min’s surname in English, spelled backwards, and ‘7’ is his jersey number.

Son Heung-min has been preparing to launch his brand by applying for trademarks in fifteen categories under ‘NOS7,’ including clothing, beverages, optics, telecommunications devices, and software.

The official brand launch date is announced as the 17th of next month on the ‘NOS7’ website. Son Heung-min also applied for the trademark ‘INFEELD,’ related to food and hotel industries as well as beer and beverages.

This move closely resembles the path of Cristiano Ronaldo (Manchester United), whom Son Heung-min cites as a role model. Since 2008, Ronaldo has released various products such as shoes, accessories, underwear, perfumes, and hotels under his ‘CR7’ brand, named after his own name and jersey number.

Table = Analysis of Son Heung-min's Economic Ripple Effect.

Considering the trademark application categories and his airport fashion, it seems highly likely that ‘NOS7’’s first product will be a clothing brand. The potential value is immense. Son Heung-min became the top scorer in the 2021-2022 EPL season with 23 goals. On that day, he also ranked first in the cumulative power rankings for the 2021-2022 season selected by UK’s Sky Sports, proving his presence as the league’s best player. In March, he topped the star brand reputation big data analysis by the Korea Corporate Reputation Research Institute, surpassing BTS.

The Ministry of Culture, Sports and Tourism and the Korea Institute of Sport Science estimated Son Heung-min’s brand value at 1.9885 trillion KRW in their 2020 analysis of his domestic and international economic impact. According to the analysis, his value in the European football market is 120.6 billion KRW, and the effect of increased exports of consumer goods to Europe is 305.4 billion KRW. The production inducement effect and added value inducement effect were calculated at 620.7 billion KRW and 195.9 billion KRW, respectively.

Experts predict that Son Heung-min’s economic impact has grown even larger with his top scorer award. As he is in his prime and with global stages such as the 2022 Qatar World Cup and the 2022-2023 UEFA Champions League ahead, his upward momentum is expected to continue for some time.

This content was produced with the assistance of AI translation services.