LAFC Stadium Ignites with K-Culture: HIVE and MLS Club's Collaboration a Resounding Success

BMO Stadium, the home ground of Major League Soccer club LAFC, was set ablaze with the vibrant energy of K-culture.

A special event co-planned by HYBE and LAFC unfolded on the 29th (local time) in front of an audience of over 22,000 spectators, successfully creating a unique festival where soccer, K-pop, and K-food converged.

A 10-minute light show preceding the match featured hit K-pop tracks including BTS's 'MIC Drop' and 'Dynamite,' SEVENTEEN's 'HOT,' TOMORROW X TOGETHER's 'CROWN,' and LE SSERAFIM's 'ANTIFRAGILE,' synchronized with lasers and lighting.

During 'Dynamite,' fireworks lit up the night sky, and wristband cheering sticks, synchronized with the music, illuminated the stands like waves, transforming the stadium into a massive concert venue.

The food zone was also dedicated to K-food. Fusion menu items like Korean fried chicken sandwiches and kimchi tacos, offered by popular local Korean restaurants, sold out completely. This marked the first time a dedicated food zone featuring only Korean cuisine was operated at BMO Stadium.

The excitement reached its peak as LAFC secured a victory in the first match of the 'Audi 2025 MLS Cup Playoffs' Round 1. Fans sang along and danced to the music, enjoying an atmosphere comparable to a concert.

Local media outlets responded enthusiastically. CBS Sports commented, "Fans enjoyed an unexpected Korean cultural festival," while online sports media The Gist praised it as "an innovative attempt to combine Los Angeles' soccer culture with the growing K-pop community in the Western region."

Isaac Lee, President and CEO of HYBE America, stated, "It is meaningful to present a special experience with LAFC, a club with passionate fandom," adding, "We will continue to expand HYBE's cultural influence in Los Angeles through partnerships with the Korean community and local organizations."

LAFC co-president Larry Freedman remarked, "Together with HYBE, who understands fandom loyalty better than anyone, we have authentically realized a positive synergy between sports, music, and community."

Korean netizens reacted positively, with comments like "The combination of K-pop and soccer is so fresh," "It's proud to see the status of K-culture growing in LA," and "HYBE and MLS club collaborations, hoping for more events like this in the future."