K-pop and K-food Meet Soccer: HYBE Collaborates with LAFC in the US

The HYBE logo appeared on the BMO Stadium scoreboard during LAFC's first MLS Cup playoff game. Photo by HYBE

BMO Stadium, the home ground of LAFC, where Son Heungmin plays, was filled with K-pop.

On November 3, HYBE announced that it held a K-culture event co-organized with LAFC at BMO Stadium on October 29 (local time). Approximately 22,000 spectators attended the first home game of the 'Audi 2025 MLS Cup Playoffs,' enjoying Korean culture such as K-pop and K-food.

At the stadium, a 10-minute light show was staged to the music of HYBE music group artists. The show began with BTS's 'MIC Drop,' followed by Seventeen's 'Hot,' Tomorrow X Together's 'CROWN,' and Le Sserafim's 'ANTIFRAGILE.' When 'Dynamite' played, fireworks lit up the night sky and cheers erupted from the stands.

The festive atmosphere intensified as LAFC secured a victory over Austin. The bracelet-shaped support bands provided to the audience flashed in sync with the music, transforming the stadium into a massive concert venue. Spectators danced and sang along to K-pop songs.

In the stadium's food zone, local Korean restaurants sold fusion Korean dishes such as Korean-style chicken sandwiches and kimchi tacos. This was the first time that a food zone composed entirely of Korean cuisine was operated at BMO Stadium, and every menu item sold out.

Fans wearing support bands engraved with the HYBE logo on their wrists cheering for the game. Photo by HYBE

The local media response was also positive. CBS Sports reported, "An unexpected Korean cultural festival unfolded through collaboration with HYBE," and added, "The pride and solidarity of the Korean community have been strengthened." The online media outlet The Gist described it as "an innovative attempt that combines the soccer culture of Los Angeles with the K-pop community of the West."

Isaac Lee, Chairman and CEO of HYBE America, stated, "It was meaningful to provide a special experience together with LAFC, which has a passionate fan base," and added, "We look forward to further expanding HYBE's cultural influence in Los Angeles in the future."

Larry Freedman, Co-President of LAFC, said, "We are pleased to collaborate with HYBE, which has a deep understanding of fandom solidarity," and added, "This event is a great example of the positive synergy created by sports, music, and the community."

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