 |
| ◇Hive logo that appeared at BMO Stadium. Photo courtesy of hive |
|
The BMO Stadium, home of Son Heung-min's team LAFC, was excited with K-pop and K-food.
In the first home game of the 'Audi 2025 MLS Cup Playoff" on the 29th (local time), the K-culture event jointly organized by Hive with LAFC, the U.S. professional football team, was successful.
Hive introduced the charm of Korean culture, including K-pop and K-food, to local soccer fans at the BMO Stadium, where 22,000 spectators gathered.
First of all, the light show was held for about 10 minutes to the music of Hive Music Group artists. Starting with BTS's 'MIC Drop', SEVENTEEN's 'HOT', TOMORROW X TOGETHER's 'CROWN' and Le Seraphim's 'ANTIFRAGILE' are combined with lasers and lights. Cheers rang out from the stands as fireworks exploded in the night sky in time for BTS's 'Dynamite'.
LAFC won the first round of the MLS Cup Playoff at home against Austin, further heightening the festive mood. When the bracelet-type cheering band provided to the audience was linked to the music and sparkled, the soccer field transformed into a huge concert hall. The audience created a concert-like atmosphere by dancing to K-pop or singing along.
Popular local Korean restaurants offered fusion Korean food such as Korean chicken sandwiches and tacos with kimchi to the spectators who visited the stadium. This is the first time that a food zone consisting of only Korean food has been operated at BMO Stadium, and all menus were sold out on this day.
CBS Sports said it enjoyed an unexpected Korean cultural festival in collaboration with Hive, adding that the pride and solidarity of the Korean community were heightened through this event. The Gist, an online sports media outlet, called it "an innovative attempt that combines the soccer culture of Los Angeles with the growing K-pop community in the West."
Isaac Lee, Chairman and CEO of Hive America "It is meaningful to provide a meaningful experience to LAFC, one of the most passionate clubs in the world, and to many people"Just as we have created meaningful relationships with the local Korean community and various local organizations through this partnership, we look forward to continuing to expand Hive's cultural influence in Los Angeles in the future."
LAFC co-CEO Larry Freedman wrote, "I'm happy to be with Hive, who knows the solidarity of the fandom.'"This event was an example of a genuine demonstration of the positive synergy of sports, music, and the community."."
This article was translated by Naver AI translator.
