The News
Hello Soju, a premium California-based soju brand, has partnered with Los Angeles Football Club (LAFC) to be named the Proud Soju Partner and official Spirit-Based Ready-to-Drink Partner. The partnership includes availability at BMO Stadium and planned activations throughout the 2026 season. Hello Soju offers both a small-batch soju made from non-GMO rice and a sparkling soju with real fruit juice, aiming to appeal to modern drinkers while honoring soju's cultural roots.
The Takeaway
- Cultural Alignment: Hello Soju is aligning with LAFC, a club that has a strong Korean presence, to tap into the growing interest in soju among American consumers. This partnership leverages the cultural significance of soju in Korea while appealing to a diverse fan base in Los Angeles.
- Product Innovation: Hello Soju offers both a small-batch soju made from non-GMO rice and a sparkling version with real fruit juice, positioning itself as a premium, craft option in a competitive market. This unique approach sets it apart from other spirits and appeals to health-conscious and adventurous drinkers.
- Market Expansion: The partnership is set to launch in 2026, with Hello Soju available at BMO Stadium and planned activations throughout the season. This move helps the brand gain visibility among sports fans and aligns with LAFC's global fan base, creating a unique intersection of sport and spirit consumption.
Original Press Release
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.
Source: BevNET