New updates have been reported about Hello Soju.
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Hello Soju has signed a landmark partnership with Major League Soccer club Los Angeles Football Club, becoming LAFC’s Proud Soju Partner and official spirit-based ready-to-drink partner with distribution throughout BMO Stadium. The agreement immediately embeds Hello Soju into a 22,000-fan matchday environment, debuts a new 16-ounce format in-venue, and positions the brand at the intersection of rising U.S. soccer interest ahead of the 2026 FIFA World Cup.
The partnership extends beyond stadium sales to co-branded retail activations across Southern California, supporting Hello Soju’s broader national rollout and driving off-premise velocity through chains such as BevMo!, select Total Wine & More stores, Gelson’s, and soon Target, with additional on-demand access via GoPuff. CEO Elisabeth Baron emphasized that the LAFC relationship is designed to build a global, culturally connected community around soju, reinforcing Hello Soju’s strategy as a California-made, non-GMO rice-based craft soju and sparkling RTD platform that links Korean heritage and California lifestyle while the brand scales from its current California and Nevada footprint to anticipated nationwide distribution.