Hello Soju Partners with LAFC to Bring the World’s Leading Spirit to America’s Fastest-Growing Sport

LOS ANGELES, CA. - April 2, 2026 - Hello Soju, the premium California-based soju brand redefining the iconic spirit, today announced a landmark partnership with Los Angeles Football Club (LAFC), one of Major League Soccer’s most internationally diverse clubs. Under the agreement, Hello Soju has been named the Proud Soju Partner of LAFC and the club's official Spirit-Based Ready-to-Drink (RTD) Partner. Hello Soju will now be available to fans throughout BMO Stadium, with activations planned throughout the season.

Long celebrated in Korea as the country’s national spirit, soju is gaining popularity in the U.S., where consumers and bartenders alike are embracing its versatility. Building on that momentum, Hello Soju is expanding nationally as the only premium, craft soju brand offering both a small-batch spirit made from locally sourced, non-GMO rice and a sparkling soju made with real fruit juice and no added sugar. Crafted for modern drinkers, Hello Soju honors the spirit’s deep cultural roots while reimagining it for a new generation. This sense of shared culture and connection is exactly what defines matchday at BMO Stadium, where LAFC—home to one of the world’s most renowned Korean sports figures—brings together fans from across Los Angeles and around the world. Together, Hello Soju and LAFC aim to create moments that unite community, culture, and the energy of the game.

“LAFC fans bring an energy that's unmatched: passionate, global, and deeply connected to this city,” said Elisabeth Baron, CEO of Hello Soju. “That's exactly the community we're building around Hello Soju. Light, refreshing, and delicious, grab a can of Hello Soju and celebrate with 22,000 of your closest friends. Cans Up. Game On.”

Through the partnership, Hello Soju will be available to fans at retail and concession locations throughout BMO Stadium during LAFC home matches. The brand will also participate in select fan activations throughout the season. During designated matches, fans in premium club spaces including the Founders Club and Figueroa Club will have the opportunity to sample Hello Soju as part of the matchday experience.

Beyond the stadium, Hello Soju will collaborate with LAFC on co-branded retail promotions across Southern California, including sweepstakes tied to key moments during the MLS season and cultural celebrations. Fans will have opportunities to win VIP match experiences including premium tickets, pre-match hospitality, and exclusive LAFC merchandise. For those who want to catch LAFC games at home, grab a variety pack or 4-pack of Hello Soju at BevMo!, Total Wine & More, Gelson's and coming soon, Target.

“Hello Soju is a bold, fast-growing brand that aligns perfectly with the spirit of LAFC,” said LAFC Co-President and Owner Larry Freedman. “Together, we share a passion for bringing people together and creating memorable moments. We are thrilled to partner and cannot wait to introduce our fans to everything Hello Soju has to offer.”

More than a spirit, Hello Soju serves as a cultural bridge, blending K-culture with the openness and celebration that define Los Angeles, introducing the tradition to American consumers through nightlife, music, and now sport. That spirit finds a natural home with LAFC, whose roster reflects the global energy of both the game and the city it represents.

As soccer’s popularity continues to rise in the United States ahead of the 2026 FIFA World Cup, the collaboration between Hello Soju and LAFC highlights the growing intersection of global culture, sport, and social celebration in Los Angeles.

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About Hello Soju

Hello Soju is a modern expression of Korea's most beloved spirit, reimagined for today's global generation. Created by The Hello Group, an award-winning global entertainment and media holding company rooted in music and passionate about Korean culture, Hello Soju brings a centuries-old tradition into the future with style, creativity, and a playful California spirit. Made in California with all-natural ingredients, the brand delivers two unique experiences: award-winning ready-to-drink sparkling soju expressions featuring vibrant flavors like Asian Pear, Lemon Yuzu, Green Grape, Peach, and Lychee, and the premium Flagship Soju Spirit—a small-batch, non-GMO rice-based soju distilled in copper pot stills using traditional Korean methods. Both offerings share the same meticulously fermented Sacramento Valley-sourced rice spirit at the core, creating a clean, smooth profile that captures K-Cal: a seamless blend of Korean heritage and California lifestyle where Seoul meets SoCal.

Hello Soju is available at BevMo!, Total Wine & More, Lee’s Liquor, Gelson’s, and select Target locations, with distribution continuing to grow.

About LAFC

The 2022 MLS Cup Champion Los Angeles Football Club has represented the greater Los Angeles area in Major League Soccer since 2018. The two-time Supporters' Shield Champions (2019, 2022) and 2024 U.S. Open Cup Champions, LAFC is dedicated to building a world-class soccer club that represents the diversity of Los Angeles and is committed to delivering an unrivaled experience for fans. LAFC’s ownership group is comprised of local leaders and innovators of industry with intellectual capital, financial prowess, operations expertise, and success in the fields of entertainment, sports, technology, and media. LAFC is invested in the world’s game and Los Angeles, constructing and developing the 22,000-seat BMO Stadium and a top-flight training center on the campus of Cal State Los Angeles.