HYBE Enters First MLS Partnership with LA Football Club; Promotes “Korean-American Cultural Exchange” Through K-POP, Korean Cuisine, and Light Shows

K-POP entertainment company HYBE has partnered with the U.S. professional soccer team LA Football Club (LAFC) to introduce K-POP culture to American sports fans. This collaboration is viewed as an example of the global expansion of South Korea’s music industry and of cultural exchange between Korea and the United States. HYBE and LAFC sponsored the Audi 2025 MLS Cup Playoffs match held on October 29 at BMO Stadium in Los Angeles. It marked HYBE’s first official partnership with MLS and was designed as an event to “celebrate the strong bond between Los Angeles and Korea, as well as the Korean influence that defines LA’s cultural identity.” Special fan activities were organized at the stadium to allow attendees to experience K-POP culture. Local restaurants such as Love Hour and Kogi BBQ offered Korean dishes, while light shows synchronized to songs by HYBE’s artists illuminated the venue. HYBE’s music roster includes popular K-POP artists like BTS, Seventeen, LE SSERAFIM, Enhypen, and Katseye. HYBE Chairman Bang Si-hyuk stated in a statement that “music and sports possess the power to transcend borders and languages, and LAFC has built new bridges between Korea, the United States, and the world.” He added that “Los Angeles’ remarkable diversity and Korea’s rich cultural heritage made LAFC the perfect choice as HYBE’s first MLS partnership partner.” LAFC Vice Chairman Larry Friedman also said, “We are honored that HYBE chose LAFC as its first major league soccer partner.” He noted that “at LAFC, we understand the power of an enthusiastic fan culture, and HYBE shares the same energy and dedication.” BMO Stadium is a familiar venue for HYBE’s artists. This year alone, several HYBE-affiliated groups such as Seventeen, Enhypen, BTS’s j-hope, and Tomorrow X Together have held concerts there. This partnership is interpreted as HYBE’s effort to diversify its influence in the U.S. market. Isaac Lee, President and CEO of HYBE’s U.S. subsidiary, said, “The United States is one of HYBE’s most dynamic growth regions,” adding that “the partnership with LAFC is a celebration of the power of fandoms to connect audiences across sports, music, food, entertainment, and culture.” This collaboration demonstrates how the K-POP industry is leading cultural exchanges beyond music into areas such as sports and food. LAFC was ranked third in the Western Conference and faced sixth-ranked Austin FC in that match. It was the first game of a three-game series.