The standard has changed. Son Heung-min is proving the formula of both "box office" and "performance" on the U.S. stage at the same time. He has cemented his presence by ranking among the top in Major League Soccer (MLS) signing evaluations.
Global soccer media outlet Goal.com announced the top 25 MLS players on the 6th.
Son Heung-min, who joined LAFC last season, was named third. No. 1 is Lionel Messi, and No. 2 is Thomas Müller.
The outlet said of Son Heung-min, "It was the best signing. There was no need to adapt. He will show an even better form in the 2026 season," praising his immediate impact.
It added, "Because he joined in the middle of last season, you need to watch a full season to see his true value."
Son Heung-min left Tottenham Hotspur after the end of the 2025-26 season and joined Los Angeles FC (LAFC). The effect showed in numbers. According to the club, media coverage increased by 289% after Son Heung-min joined, and content views jumped by 594%.
LAFC acknowledged the ripple effect, saying it was "an unprecedented level both in data and in the atmosphere at the venue."
The Guardian reached the same conclusion. The outlet said, "Son Heung-min is more than the most famous player currently in Asian football," and noted, "There is no doubt that business interest is surging."
A LAFC official was also quoted. In an interview, one official expressed surprise, saying, "Son Heung-min jerseys sold out, and YouTube subscribers more than doubled. Seventy percent of the increase is Korean."
In fact, inquiries about match attendance increased by more than 400, and local tourism companies are continuously selling LAFC match-related packages.
He answered on the pitch as well. In his first three games after joining, Son Heung-min forced a penalty, scored one goal and provided one assist. He shook the stadium with a free kick, and against the San Jose Earthquakes on Sept. 14 he found the net in 52 seconds. The impact spread rapidly in a short time.
MLS announced on its official channels on Oct. 28 last year that "Son Heung-min's free-kick goal against Dallas in August was the goal of the year." It followed with high praise, saying, "It is a moment that will go down in history, and his debut goal will be remembered forever." The fan vote was overwhelming.
Son Heung-min received 43.5%, far ahead of Messi's 22.5%. It is the first time an Asian player and an LAFC player have won the award.
Ultimately, Son Heung-min's MLS move is more than a simple transfer. He proves it with performance, persuades with numbers, and leaves a cultural impact. Beyond the prejudice that "box office is temporary," he is rewriting the league's standards.
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