Seoul to form partnership with LAFC to promote tourism

▲ This image released by the Seoul Tourism Organization on Feb. 19, 2026, to promote Seoul's global tourism shows Son Heung-min (R) and other Los Angeles Football Club players. (PHOTO NOT FOR SALE) (Yonhap)

Seoul-LAFC partnership

Seoul to form partnership with LAFC to promote tourism

SEOUL, Feb. 19 (Yonhap) -- The Seoul Tourism Organization (STO), run by the Seoul city government, said Thursday that it plans to form an official partnership with Los Angeles Football Club (LAFC) of the U.S. Major League Soccer, to which South Korean football icon Son Heung-min belongs.

Both parties are scheduled to sign a memorandum of understanding in mid-April to promote global tourism marketing for Seoul through sports content, the STO said.

The partnership will be intended to effectively promote Seoul's appeal through sports events and fan marketing and strengthen the city's brand competitiveness in the global tourism market, it explained.

The first official event will be the promotion of Seoul tourism during LAFC's "Fan Fest" event on the day of its home game against San Jose Earthquakes on April 20, the STO said, adding local soccer fans will be introduced to the vibrant life of Seoul.

In mid-May, a promotional video for Seoul tourism featuring Son and other key LAFC players will be released on the official "Visit Seoul" YouTube and SNS channels.

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