Seoul: The Seoul Tourism Organization (STO), operated by the Seoul city government, announced plans to establish a partnership with Los Angeles Football Club (LAFC), a team in the U.S. Major League Soccer and home to South Korean footballer Son Heung-min.

According to Yonhap News Agency, the STO disclosed that both parties are set to sign a memorandum of understanding in mid-April to leverage sports content for global tourism marketing in Seoul.

The collaboration aims to utilize sports events and fan engagement to highlight Seoul's attractions and enhance the city's global tourism brand competitiveness. The initial initiative under this partnership is slated for April 20, during LAFC's "Fan Fest" event at their home game against San Jose Earthquakes, where attendees will gain insights into the dynamic culture of Seoul.

In addition, a promotional video showcasing Seoul tourism, featuring Son Heung-min alongside other prominent LAFC players, will debut in mid-May on the "Visit Seoul" YouTube and social media channels. This initiative marks a strategic effort to link sports enthusiasm with tourism outreach, as emphasized by the STO.