How Son Heung-min’s Arrival Transformed LAFC: Insights into Record-Breaking Sales and Expectations

Son Heung-min’s continued absence from preseason games is raising concerns. The club is cautioning against overreaction. LAFC has confirmed that Son is currently participating in regular team training alongside key players like David Martinez. ⓒ LAFC

The unveiling of a large mural honoring Son Heung-min, anticipated to be a new landmark in Los Angeles’ Koreatown, is facing a delay.

On February 10th (KST), Major League Soccer (MLS) club LAFC officially announced a change to the schedule for Son’s mural unveiling, originally set for February 11th. Last week, LAFC had built anticipation by revealing plans for a large mural featuring Son in the 2026 season uniform, stating it would remain on an LA exterior wall throughout Son’s contract with the club.

While the club didn’t specify reasons for the postponement, they assured fans and the community that a new date would be announced soon. This temporary pause affects what would have been the world’s second urban tribute to Son, following the one in London.

Despite the mural delay, LAFC’s marketing efforts centered on Son are in full swing. The 2026 season uniform launch event will proceed as planned at The Line LA in Koreatown. This event goes beyond a simple uniform reveal, offering fans a hands-on experience to see and purchase the new gear.

LAFC is set to generate buzz for the upcoming season with top brass in attendance, including General Manager John Thorrington and President Larry Friedman, alongside representatives from partners Adidas and Ford.

While the mural unveiling won’t coincide with the uniform launch, dedicating a mural to a player just six months after signing is unprecedented in MLS history. Typically, such honors are reserved for club legends. LAFC’s decision stems from Son’s game-changing impact last season.

▲ Son Heung-min ⓒ LAFC

▲ Son Heung-min ⓒ LAFC

Son’s 26 million USD (approximately 37.9 billion KRW) transfer to LAFC last summer set an MLS record. He quickly dominated the league, notching 12 goals and 4 assists in just 13 games, including playoffs. His offensive efficiency rivaled that of Lionel Messi at Inter Miami. Son’s expected goals (xG) and expected assists (xA) per 90 minutes outpaced all MLS players except Messi, cementing his world-class status.

Son’s arrival has significantly boosted LAFC’s bottom line. The club has seen record-breaking attendance and merchandise sales, along with increased global brand exposure. With murals now in both London and LA, Son has solidified his status as a soccer icon spanning two continents.

Son is currently focused on championship aspirations for the upcoming season. Following last year’s playoff disappointment, he’s prioritizing peak fitness during preseason. Opting for strategic rest over match play, Son has sat out all five of LAFC’s preseason games, including the recent match against New York City FC.

▲ Son Heung-min ⓒ LAFC

▲ Son Heung-min ⓒ LAFC

As questions arise about Son’s match readiness, LAFC’s official schedule kicks off. They face Honduras’ Real España in the CONCACAF Champions Cup on February 17th, followed by their MLS season opener against Messi’s Inter Miami on February 22nd.

While the mural unveiling is on hold, Son’s impact both on and off the field promises to be LA’s most potent asset this season.