Son Heung-min's Impact at LAFC: A Perfect Match
If there are perfect transfers in football, Son Heung-min's move to Los Angeles FC (LAFC) certainly qualifies as one.
In his first two months in Major League Soccer (MLS), Son has exemplified the ideal scenario where a player makes a pivotal career move, and a club signs a player of exceptional quality at the right moment.
With eight goals and three assists in his first nine matches for LAFC, Son's presence has positioned the team as serious contenders for the upcoming MLS Cup playoffs.
During the latter part of his tenure at Tottenham Hotspur, Son's performances faced scrutiny, leading to questions about whether he was experiencing a temporary decline or a more permanent drop in form that often accompanies players in their 30s.
However, his early displays at LAFC have reassured fans that any dip in performance was short-lived.
While MLS may be perceived as a less competitive league for players nearing the end of their careers, it presents its own challenges and does not guarantee an easy transition. Several high-profile European players have struggled in MLS, sometimes diminishing their teams' performance instead of enhancing it. Thus far, Son has successfully balanced the expectations of a marquee signing with impressive on-field contributions.
Significance of Son's Signing for LA's Korean Community
Son has integrated into the team as effectively as Carlos Vela, the franchise's initial star signing prior to its inaugural MLS season in 2018.
"It is very comparable," stated Dave Denholm, a veteran radio broadcaster who covers LAFC matches. "Vela had to excel both on and off the pitch, and he did. Son has achieved the same, which I thought would take a long time for LAFC. It was the perfect signing."
Just as Vela represented the significant Mexican community in Southern California, Son embodies the large Korean population in Los Angeles.
"I would say the Korean community is a close second to the Mexican community in Los Angeles," remarked Trebor Tracy, owner of the LAFC fan site Angels on Parade. "One of the major supporter groups, the Tigers, is predominantly Korean, and they have played a crucial role in the culture being cultivated at LAFC. The signing of Son was monumental for them. It combined a top-tier player with someone who already held the community's affection upon arrival."
Fans eagerly anticipating Son's performance in LA have not been let down; in fact, he has exceeded expectations.
Son's Seamless Integration into LAFC
Max Bretos, a soccer broadcaster who has witnessed numerous high-profile arrivals in MLS, including David Beckham and Lionel Messi, believes Son's rapid acclimatization sets his arrival apart.
"He landed on a Tuesday, held his introductory press conference on Wednesday, and by Friday, he was en route to Chicago for his first match," Bretos recounted. "He came off the bench in that game, and you could see his impact. In his second game in New England, typically, new stars are eased into play on turf fields, but he started, played the full 90 minutes, and assisted a goal. He has participated in every game and logged nearly every minute. This is unprecedented. His teammates' reactions indicate they embraced him immediately; it felt as though he had been part of the team for months."
While major signings in MLS often become the focal point of their franchises, this has not been the case for LAFC. Bretos added, "If a player like Cristiano Ronaldo joined MLS, he would dominate the narrative of the club. Similarly, Lionel Messi's arrival in Miami has shifted the focus solely to him. However, LAFC has maintained its identity with Son Heung-min blending seamlessly into the team, which is likely what he desired. It’s a perfect union."
A notable example of this teamwork is forward Denis Bouanga's outstanding form. Since Son's arrival, the Gabon international has scored 11 goals in nine matches, becoming the first player to achieve three consecutive 20-goal seasons in MLS and is currently tied with Messi for the lead in the 2025 Golden Boot race. Together, Son and Bouanga have netted LAFC's last 18 goals, leading to growing discussions about the team's potential to clinch the MLS Cup.
Son's Impact Comparable to Messi's
Son's arrival appears to be generating an impact akin to that of Messi. From increased media coverage to heightened ticket sales and his continued world-class performances, Son has sparked a buzz around MLS reminiscent of the excitement that followed Beckham's signing with LA Galaxy in 2007.
While his figures may not reach Messi's heights, Son's influence is notable. His introductory press conference garnered 200,000 views on YouTube, compared to Messi's 337,000. LAFC reported approximately 34 billion views across social media platforms upon Son's arrival in August, representing a staggering 594% increase. Club general manager John Thorrington noted that Son's jersey became the highest-selling across all sports.
Son's first goal came from a free-kick against FC Dallas, which caught the attention of many Spurs fans who believed he should have taken more free-kicks during his time at Tottenham. Bretos remarked, "I don’t want to overly emphasize the social media aspect, but our interaction numbers have surged five or six times compared to anything we’ve done before. The impact is enormous."
Ultimately, while global appeal is significant, the local excitement surrounding Son's arrival is even more impactful. Many prominent figures have passed through MLS without forging such a connection, but early indications suggest that Son will not be among them.