Why Is LIV Golf Targeting the Korean Market?

LIV Golf Faces Crisis as Star Koepka Departs
Iron Heads GC Renamed to Korean GC
New Signings: Byeong-Hoon An, Young-Han Song, and Min-Kyu Kim
Last Year’s Successful Korea Event Becomes Hub for Asian Expansion

LIV Golf has set its sights on the Korean market.

The team name of Iron Heads GG, which previously competed in LIV Golf, has been changed to Korean GC. LIV Golf explained, "This team name change reflects the growing influence of Korea in global golf culture and a new vision for modern golf."

Backed by Saudi Arabian oil capital, LIV Golf has experienced rapid growth since its launch in 2022. By pouring in massive oil money, it has brought together world-class stars in one place. The organization has been regarded as a potential threat to the PGA Tour.

Byung-Hun An has made a sudden transfer to LIV Golf. He leads Korean GC alongside Young-Han Song, Min-Kyu Kim, and Danny Lee. Photo by KPGA

However, ahead of its fifth season this year, cracks are beginning to show. Unexpected developments have occurred, such as "major hunter" Brooks Koepka (USA), who was a marquee player for LIV Golf, returning to the PGA Tour. In an effort to further expand its presence, LIV Golf has turned its attention to Korean golf.

The organization has made a bold move by recruiting three players active in the United States, Japan, and Korea. Byeong-Hun An, the son of table tennis stars Jae-Hyung An and Jiao Zhimin, currently plays on the PGA Tour. Although he has not secured a victory in 229 tournaments, he has earned a total of $21,535,424 (about 31.8 billion won), making him the top earner among players without a win. Byeong-Hun An is also a star player with two career wins on the DP World Tour.

Young-Han Song is a player who has claimed two victories on the Japan Golf Tour Organization (JGTO). He is known as the "Little Prince" and has a large fan base. Min-Kyu Kim is a rising star who has achieved three wins on the Korea Professional Golfers' Association (KPGA) Tour. Both Young-Han Song and Min-Kyu Kim have previously played as substitutes in LIV Golf tournaments last year. Byeong-Hun An, Young-Han Song, and Min-Kyu Kim will join existing member Danny Lee (New Zealand) to form the Korean Golf Club. Byeong-Hun An will serve as the team captain.

Korean GC is expected to inject new energy into LIV Golf. With the launch of Korean GC, interest from domestic fans is likely to increase. Additionally, it is anticipated that broadcasting rights, sponsorships, and various content will have a positive impact.

It is the white tiger, a symbol of the Korean Golf Club. Provided by LIV Golf

Korean GC has also unveiled a new team symbol. The team explained, "We have created a new visual identity centered around the white tiger, which has long been revered in Korean history and tradition as a symbol of strength, protection, and resilience." The circular emblem also incorporates the hibiscus, Korea's national flower, as a key design element.

Martin Kim, General Manager of Korean GC, said, "The energy shown by thousands of young fans who attended last year's LIV Golf Korea event was truly impressive. Korean GC is a brand that represents a new golf culture connecting Korea and Koreans around the world."

Young-Han Song and Min-Kyu Kim have departed for the United States to attend the full-team gathering of LIV Golf players in Palm Beach, Florida. From mid-January, they will gather in Orlando, Florida, for a training camp. LIV Golf will hold its season opener at Riyadh Golf Club in Riyadh, Saudi Arabia, starting on February 4.