The Los Angeles Football Club (LAFC) teamed up with South Korean lifestyle brand LINE FRIENDS to launch a new exclusive merchandise collection in celebration of LAFC’s Korean Heritage Night at BMO Stadium on September 9, 2026. This collaboration, initially announced in March 2026 to mark the 15th anniversary of LINE FRIENDS’ popular character BROWN, has featured a mascot bear at LAFC events throughout the 2026 MLS season. The recently unveiled collection includes tees, hoodies, keyrings, patches for LAFC jerseys, and a special BROWN x LAFC Random Mini Keyring, available both at the stadium shop and online on MLStore.com.

The Korean Heritage Night event also includes interactive fan experiences such as a pre-game photo zone and a halftime meet-and-greet with BROWN in his LAFC jersey. LAFC stars like Heung-min Son, Denis Bouanga, and Jude Terry were given the collectible blind bag keyrings and enthusiastically shared their reactions on social media, helping promote the merchandise to fans. This partnership reflects LAFC’s commitment to engaging with the Korean community and celebrating cultural heritage in Los Angeles, an area with one of the largest Korean populations in the U.S.

Since signing with LAFC in August 2025, Son Heung-Min’s presence has brought a notable boost in attendance from Korean and Korean American fans. The team has also attracted collaborations with Korean companies such as HYBE, fintech firm WireBarley, and travel site Myrealtrip, enhancing cross-cultural connections. LINE FRIENDS, which has a strong history of partnerships with prominent Korean entertainment entities like BTS, ATEEZ, NCT DREAM, and global brands, continues to expand its reach through this sports lifestyle collaboration.

This ongoing partnership between LAFC and LINE FRIENDS exemplifies a strategic blend of sports culture and popular Korean IP, engaging both soccer supporters and LINE FRIENDS fans worldwide. An IPX spokesperson highlighted the collection as a meaningful way to celebrate shared passion and vowed to continue delivering valued experiences to the global community. The success of this collaboration underscores the commercial and cultural opportunities arising from aligning global sports brands with Korean pop culture icons.