Breaking: Giants Kick Off Asia Tour to Elevate Jung Hoo Lee Brand in Korea

The San Francisco Giants have launched a high-profile, two-day mission in Seoul with a 17-member delegation aimed at expanding the club’s business footprint in South Korea while spotlighting Jung Hoo Lee, the team’s center fielder who has become a regional icon.

Leading the group is Giants chief marketing officer Rachel Heit, with President of Baseball Operations Buster Posey, Chief Executive Larry Baer, General Manager Zack Minasian, and new manager Tony Vitello also in tow. Lee’s presence anchors the trip, which is designed to blend brand-building with on-the-ground engagement in Korean baseball circles.

“Our goal is twofold: to support Jung Hoo Lee, who has been an outstanding host, and to broaden Giants visibility in korea,” Heit saeid. “We want Korean fans to embrace not just Jung Hoo but the Giants brand as a whole.”

itinerary highlights and key moments

The opening day featured a sequence of city engagements, starting with a tour around Namdaemun Gate and Namdaemun Market, followed by a visit to Bukchon Hanok Village. The Giants team joined Lee for a cooking class and bibimbap preparation with a renowned local chef, while also meeting with Korean media and taking questions in interviews arranged with MLB Korea outlets.

In a separate afternoon session, giants executives met with league officials and sponsorship partners, signaling a push to deepen corporate tie-ups in the region.

Evening brought a relaxed dinner at Geumdwaeji Sikdang in Seoul, famously known as the “Golden Pig,” where the group bypassed lines thanks to Lee’s local standing. Giants officials called the experience a practical example of how Korea can be an authentic extension of the team’s brand in Asia.

Willy Adames, Tony Vitello and Jung Hoo Lee at Seoul’s Namdaemun Gate.

Day two took the delegation to Incheon, home to the LG Twins complex, where new hitting coach Shane Robinson organized a baseball clinic for two high school squads, including Lee’s alma mater, Whimoon. Adames participated in infield drills and a chalk-talk session with Vitello and Lee as part of the joint training effort. A final dinner for more than 60 guests, including KBO general managers and investors, was planned, with Lee’s parents also expected to attend.

Among the business conversations, Baer and giants chief revenue officer Jason Pearl held talks with Korean sponsors such as Hanwha Group, underscoring a broader push to establish ongoing partnerships in the country.

jung Hoo Lee with teammates during a local Korean event.

Giants officials stressed that the trip is part of a broader ambition to make a lasting imprint in Asia, even as the association weighs future opportunities in the Korean market. Heit noted that the world-tour concept relies significantly on MLB coordination, and the club would be eager to participate if additional MLB games are staged in Korea again.

Lee, 27, has begun his third season under a six-year, $113 million deal and can opt out after 2027. He missed much of his first year in San Francisco due to a dislocated shoulder but remains a fan favorite, with a dedicated “Jung Hoo Crew” among Giants supporters and a banner presence in apparel and ticketing campaigns.

evergreen insights: why this matters for MLB’s Asia strategy

Shaping a brand-friendly footprint in Asia is increasingly central to how MLB clubs view global growth. While Lee’s star power in Korea is notable, the Giants’ proactive, relationship-driven approach mirrors a broader trend of teams leveraging flagship players to cultivate regional fan bases. The emphasis on local experiences—market visits, cooking classes, youth clinics, and media access—highlights a practical blueprint for teams seeking enduring engagement beyond exhibition games.

By building deep ties with Korean sponsors, broadcasters, and league officials, the Giants are aligning with a strategy that other franchises have pursued, especially as baseball seeks to balance it’s popularity across markets in Asia. The Dodgers’ success in japan, and the continued growth of Korea’s baseball ecosystem, show the value of cross-border collaboration, media visibility, and youth growth programs in driving long-term fan loyalty.

For fans, these itineraries offer a window into how clubs view Asia not just as a market but as a partner in baseball culture. Whether this translates into regular-season MLB games in korea remains a decision for MLB leadership, but the Giants’ willingness to invest in local flavor signals a serious commitment to Asia as a growth frontier.

key facts at a glance

will this international outreach pay dividends in Korea and beyond? only time will tell, but the giants’ approach reflects a growing trend among MLB teams to embed themselves in asian markets through immersive experiences, local partnerships, and sustained engagement with fans, media, and sponsors.

What happens next is up to MLB decision-makers,but the Giants have signaled they’re prepared to participate again if the prospect arises. And for Jung Hoo Lee, the tour reinforces his status as a bridge between American baseball and korea’s vibrant baseball ecosystem.

engage with readers

How do you view MLB’s expansion into Asia—essential growth or risk of overexposure? Do you see Jung Hoo Lee becoming a regional ambassador for the Giants or even a broader MLB brand in Korea?

share your thoughts in the comments and tell us which aspect of this visit you find most impactful.