Jung Hoo Lee Energizes Giants and Expands Brand in Korea
As Jung Hoo Lee steps up to bat for the San Francisco Giants, a palpable excitement fills the air, igniting cheers from fans rallying behind number 51.
Garrett Ryan recently purchased his first Lee jersey, a testament to the player's growing influence.
"He brings a fresh energy to the team that we haven't seen in a long time," Ryan remarked.
Lee's presence is not just felt locally; Giants games are now broadcast in South Korea, where both he and his father made their mark as baseball stars.
Hailey Whitten, who brought her parents to a game, openly shares her admiration.
"He's really handsome and an exceptional player," Whitten stated.
This surge in popularity is translating into significant revenue for the franchise. Lee's jersey sales outpace those of the next most popular player by six times.
The Giants have secured major advertising partnerships with Korean companies like Hanwha Insurance and are actively seeking more collaborations.
Rachel Heit, the Giants' chief marketing officer, emphasized the importance of Lee's role in their international strategy.
"MLB has focused on expanding baseball globally, and having an incredible player like Lee allows us to confidently enter the Korean market," Heit explained.
Promotional efforts this season include "Jung Hoo Crew" shirts and various giveaways, with Heit’s team leveraging social media to spotlight Lee.
"We're very active on all social channels. YouTube is particularly effective in Korea; any highlight of Jung Hoo Lee is essentially baseball gold," Heit noted.
The Korean market holds significant potential for the Giants, according to Michael Goldman, a sports management professor at the University of San Francisco.
"Teams recognize that attracting superstars from specific regions can unlock additional fandom and customer bases," Goldman said.
He pointed to Shohei Ohtani as a prime example, noting that merchandise sales, ticket sales, advertising, and TV ratings have surged due to his star power, which was already established in Japan before his arrival in the U.S.
Analysts estimate Ohtani could generate over $1 billion for his franchise during his $700 million contract.
"While it's not a new trend, Ohtani has drawn attention to the substantial returns that can come from high-performing players," Goldman added.
Though it’s early to assess Lee's full impact on the Giants—this being his first complete season after an injury cut short his rookie year—fans are drawn to him for reasons beyond financial metrics.
"It's about how he presents himself; that's what resonates with people," Goldman explained.
As Lee continues to attract fans, the Giants are poised to capitalize on this momentum.
His six-year, $113 million contract marks a historic milestone as the largest ever for a Korean position player.
This season, section 142 has been designated as the Jung Hoo Crew, featuring tee-shirt giveaways during weekend games. Additionally, fans have organized a section in 325 dubbed the "Hoo-Lee-Gans" for select games.
In an unexpected twist of fate, Kenny Choi found himself engaging his rideshare driver in a deep conversation about politics and cultural differences during an hour-long trip to the airport.
