HYBE Partners with LAFC to Host First-Ever K-Culture Festival Blending K-Pop and Sports in LA
Oct 24, 2025
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As part of the partnership, Hive will sponsor a K-culture event at the first home game of 'Audi 2025 MLS Cup Playoff' at BMO Stadium in Los Angeles on the 29th (local time).
The event was designed to shed light on the cultural ties between Los Angeles and Korea and to introduce the charm of K-culture to local sports fans. Los Angeles is home to the largest number of Koreans in the United States.
Hive and LAFC plan to present an immersive K-culture festival that combines Korean culture, music, and community to fans who visit the stadium through this event.
First of all, K-pop will be played as background music during the game at BMO Stadium, LAFC's home stadium, and a light show will be held to match the music of Hive Music Group artists such as BTS, Seventeen, and Cats-Eye. The 22,000-seat BMO Stadium is also known as a venue for artists such as J-Hope, Seventeen, Tomorrow X Together, and ENHYPEN.
Spectators can experience the K-pop cheering culture by linking bracelet-type cheering bands, lasers, and fireworks with music. Popular local Korean restaurants will also present fusion Korean food inspired by Koreatown culture.
`What music and sports have in common is that they have the power to unite people across languages and regions,' said Bang Si-hyuk, chairman of Hive."We are deeply grateful to have collaborated with LAFC and MLS for the first time in Los Angeles, where various cultures, including Korea, coexist, and we are happy to deepen our relationship with local fans.'
Isaac Lee, Chairman and CEO of Hive America, said, "(The partnership with LAFC has provided an opportunity to further strengthen Hive's presence and cultural influence in the Americas, which is Hive's main growing region. "This event will be a place to show the power of fandom to connect diverse cultures such as sports, music, and food. Hive will continue to create entertainment that communicates with the world through music, storytelling, and live experiences."
Larry Freedman, co-chairman of LAFC, said "LAFC is well aware of the power of a passionate fan culture. As Hive's first MLS partner, this collaboration will create an unforgettable experience showcasing the energy of K-pop, the inclusion of LAFC and Los Angeles."
Through this partnership of LAFC, Hive will continue to spread Korean culture through K-pop and expand new fan experiences.
rightlight@sportschosun.com
