BTS received an award for Favourite Pop Song at the Annual American Music Awards at the Microsoft Theatre in Los Angeles, California on Nov. 21, 2021. [REUTERS/YONHAP]
BTS met with Son Heung-min — K-pop powerhouse HYBE will collaborate with MLS team Los Angeles FC (LAFC) to create a K-culture festival that bridges K-pop and sports, marking the company’s first-ever partnership with a professional football club in the United States.
As part of the collaboration, HYBE will host a large-scale event during LAFC’s first home match of the Audi 2025 MLS Cup Playoffs at BMO Stadium in Los Angeles on Wednesday.
The initiative aims to highlight the cultural connection between Los Angeles and Korea, while introducing local sports fans to the appeal of K-culture, according to HYBE. The city is home to the largest Korean community in the United States. Korean football legend Son also recently joined LAFC earlier this year.
The festival will transform the 22,000-seater into an immersive experience of Korean music, food and fandom culture. The venue has previously hosted performances by HYBE artists such as BTS's J-Hope, Seventeen, Tomorrow x Together and Enhypen.
During the match, K-pop hits from acts such as BTS, Seventeen and Katseye will play throughout the stadium, accompanied by a synchronized light show.
The logos of football team Los Angeles FC and entertainment company HYBE [HYBE]
Fans will also receive LED wristbands that flash in rhythm with the music, while lasers and fireworks will recreate the energy of K-pop concerts. Food vendors will serve Korean fusion cuisine inspired by LA’s Koreatown.
“Music and sport have the power to transcend borders and language, and LAFC have created new bridges between Korea, the United States and the world,” said Bang Si-Hyuk, Chairman of HYBE. “Los Angeles’s tremendous diversity and rich heritage of Korean culture made LAFC the perfect partner for HYBE’s first MLS collaboration, and we could not be more excited to strengthen our bond with fans in LA.”
Oct 2, 2025; Inglewood, California, USA; Los Angeles FC forward Son Heung-min attends the NFL game between the San Francisco 49ers and the Los Angeles Rams at SoFi Stadium in Inglewood, California on Oct. 2. [REUTERS/YONHAP]
BY LIM JEONG-WON [[email protected]]
Key Highlights of the Collaboration
- Cultural Bridge: The event serves as a platform to connect K-pop and sports, showcasing the growing influence of Korean culture in the United States.
- Immersive Experience: Fans can expect a mix of live music, interactive technology, and Korean food, creating a unique atmosphere that blends sports and entertainment.
- Partnership Significance: This marks HYBE’s first collaboration with an MLS team, highlighting the company’s expansion into new markets.
What to Expect at the Event
- K-Pop Performances: Popular tracks from top K-pop groups like BTS, Seventeen, and Katseye will be played throughout the stadium.
- Light Show: A synchronized light display will enhance the concert-like experience during the match.
- LED Wristbands: These will allow fans to participate in the music, flashing in time with the songs.
- Lasers and Fireworks: These elements will add to the excitement, mimicking the energy of a K-pop concert.
- Korean Cuisine: Local food vendors will offer Korean fusion dishes inspired by LA’s Koreatown, providing a taste of Korean culture.
Why This Partnership Matters
- Expanding Reach: By partnering with LAFC, HYBE is reaching a broader audience, particularly in the United States, where K-pop is gaining popularity.
- Celebrating Diversity: The collaboration celebrates the diverse cultural landscape of Los Angeles, which has a significant Korean community.
- Innovative Approach: This event represents a creative way to introduce K-pop to sports fans and vice versa, fostering a deeper appreciation for both cultures.
HYBE’s Broader Vision
This partnership is just one of many steps in HYBE’s strategy to expand its global presence. Recent developments include:
- MOU with National Museum: HYBE signed an agreement with the National Museum to promote cultural products.
- Overseas Headquarters in India: The company established its fifth overseas headquarters in India, signaling its commitment to the Asian market.
- Collaborations with Sports Teams: The LAFC partnership follows other initiatives that aim to merge K-pop with different industries, including sports.
Future Prospects
With the success of this event, HYBE may explore more collaborations with sports teams and other cultural institutions. The company’s ability to blend music, technology, and fan engagement could set a new standard for future partnerships.
As K-pop continues to grow in popularity worldwide, events like this will play a crucial role in bridging cultural gaps and bringing people together through shared experiences.
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