HYBE has entered a groundbreaking partnership with the American soccer team LAFC (Los Angeles Football Club) to create a K-culture festival that blends K-pop and sports, a first for the company in the U.S. professional sports market.
According to HYBE, this collaboration will take place during the first home match of the “Audi 2025 MLS Cup Playoffs” on October 29 (local time) at BMO Stadium in Los Angeles, where a large Korean cultural event will be held.
🌏 Purpose of the partnership
The event aims to highlight cultural connections between Los Angeles and Korea and introduce K-culture to local sports fans. Los Angeles is home to the largest Korean community in the United States.
🎶 Stadium transformed into a K-pop stage
During the match, K-pop music, including songs by BTS and SEVENTEEN, as well as the international group KATSEYE, will be played. The music will be accompanied by a synchronized light show. The 22,000 spectators at BMO Stadium, already known for hosting J-HOPE, SEVENTEEN, TXT, and ENHYPEN, will receive interactive light bracelets, while lasers and fireworks recreate the atmosphere of a K-pop concert.
🍱 Culture and gastronomy fusion
Local Korean restaurants and chefs inspired by Los Angeles’ Korean district will also offer reimagined Korean dishes, combining Korean flavors with Californian culture.
💬 Official statements
- Bang Si Hyuk, president of HYBE, said:
“Music and sports share the power to bring people together beyond languages and borders. We are happy to collaborate with LAFC and the MLS in a city as multicultural as Los Angeles.”
- Isaac Lee, CEO of HYBE America, said:
“This partnership strengthens HYBE’s cultural presence and influence in America. It illustrates the power of the fandom connecting music, sports, and gastronomy.”
- Larry Freedman, co-chairman of LAFC, said:
“LAFC understands the power of fan culture. With HYBE, we will provide an unforgettable experience celebrating the energy of K-pop and the inclusive spirit of Los Angeles.”
⚽️ And after?
HYBE plans to continue its global strategy by using sports as a new channel to promote K-pop and Korean culture while developing new immersive experiences for fans worldwide.
Journalist: Shawn
Translator: Shawn
Source: HYBE
