Son Heung-min is LAFC building block to grow global brand

Already the home of Shohei Ohtani, Los Angeles is now also the home of South Korea’s Shohei Ohtani.

Like Ohtani, Son Heung-min has been the most popular athlete in his home country by a wide margin for close to a decade. Like Ohtani, Son has a pleasant disposition that has endeared him to people from a wide range of backgrounds.

Son was introduced as the latest addition to LAFC at a news conference on Wednesday at BMO Stadium, and he was everything he was made out to be.

He came across as sincere.

He was warm.

He was funny.

“I’m here to win,” Son said. “I will perform and definitely show you some exciting …

“Are we calling it football or soccer?”

None of this means Son will turn LAFC into the Dodgers overnight, of course. By this point, Major League Soccer and its teams understand that profile players aren’t transformative figures as much as they are building blocks. Son will be the newest, and perhaps most solid, block that will be stacked on the foundation established by the club’s first designated player, the now-retired Carlos Vela.

Outside of Lionel Messi or Cristiano Ronaldo, there might not be a player in the world who could be of a greater value than Son to LAFC, which continues to fight for relevance on multiple fronts. There was a reason the transfer fee paid by LAFC to Tottenham Hotspur of England was the highest in MLS history, a reported $26 million.

“Son’s arrival marks a new chapter, not just for LAFC but for the league and for football in the United States,” general manager John Thorrington said. “He brings not only incredible quality on the field but a magnetic presence off it, someone who inspires millions around the world and now will do so here in Los Angeles.”

The most talented Mexican player of his generation, Vela forged an immediate connection with the community, carving out a place for LAFC in the congested Los Angeles sports market. Son will do the same, as this city is home to a large Korean community.

Supporters of Mexico’s national soccer team also share a fondness of Son because of a late goal he scored against Germany in the group stage of the 2018 World Cup, which enabled El Tri to advance to the round of 16.

More than ethnic background, Vela’s success with LAFC was driven by performance. Son is expected to deliver on that front as well. Son might be 33, but he remains a world-class attacker. He should be one of MLS’ best players from the moment he steps on the field, if not the best after Messi of Inter Miami.

“We can say I’m old, but I still have good physicality, good legs and still I have good quality,” Son said.

South Korean national team Son Heung-min poses for a photo with his new LAFC jersey.

(Carlin Stiehl / Los Angeles Times)

LAFC has become a model franchise in MLS not just because of how it markets itself. The club makes smart soccer decisions and Son is the latest.

What will distinguish Son from Vela is the opportunity he will present LAFC to build its global brand.

“From the early days of building this club, we’ve dreamt of building a club that would win trophies and make a major positive impact in our community and Los Angeles, but also make a mark on the world stage of global football,” lead managing owner Bennett Rosenthal said.

As much success as it has enjoyed domestically, as much attention as it received for participating in the recent Club World Cup, LAFC doesn’t have as much international name recognition as Inter Miami, which employs Messi; or the Galaxy, for which David Beckham played; or even the New York Cosmos, which made its name by signing Pele in the 1970s.

Son played 10 seasons with Tottenham, and by one estimate, the club had 12 million supporters in South Korea — or about one in four people in the country. Koreans traveled to London to watch Son play for Tottenham, just as many Japanese people travel to watch Ohtani at Dodger Stadium. Korean companies sponsored the Spurs.

The eyes of South Korea have shifted to LAFC. The team scheduled Son’s introductory news conference for 2 p.m. local time — or 6 a.m. in South Korea. An estimated 40 Korean journalists were issued credentials to cover the event.

Son acknowledged that as he prepared for life after Tottenham, LAFC was “not my first choice.” A conversation with Thorrington after the season changed his mind.

“He showed me the destination where I should be,” Son said.

Son attended LAFC’s Leagues Cup victory over Tigres of Mexico on Tuesday night and received a loud ovation when he was shown on the video scoreboard.

“It was just insane,” he said. “I just wanted to run into the pitch.”

Los Angeles Mayor Karen Bass presents new LAFC star Son Heung-min with a certificate of recognition during an introductory news conference on Wednesday.

(Carlin Stiehl / Los Angeles Times)

Son will be reunited with goalkeeper Hugo Lloris, his former teammate at Tottenham.

“He’s back to [being] my captain,” Son said. “So I have to say something good about him because otherwise in the locker room, he’s just going to kill me.”

Son laughed.

His personality will play in Los Angeles, just as it did in London. He will make LAFC a known commodity in South Korea, perhaps beyond. He will further enhance a structure that was built by Vela, ensuring the team’s next star will have an even greater platform on which to perform. He won’t be as prominent locally as Ohtani or Luka Doncic, but he doesn’t have to be.