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 formerly known as Iron Heads GG, which competed in LIV Golf, has changed its name 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 grown rapidly since its launch in 2022. By pouring in vast amounts of oil money, it has brought together global stars in one place. It is now regarded as an organization capable of rivaling 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, as it approaches its fifth season this year, cracks are beginning to show. Unexpected developments have occurred, such as Brooks Koepka, the "major hunter" and a key figure for LIV Golf, returning to the PGA Tour. In order to further expand its presence, LIV Golf has turned its attention to Korean golf.

The organization has made a bold move by signing three players who are active in the United States, Japan, and Korea. Byeong-Hoon An, the son of table tennis stars Jae-Hyung Ahn and Jiao Zhimin, currently competes on the PGA Tour. Although he has not won in 229 tournaments, he has earned a total of $21,535,424 (approximately 3.18 billion KRW), making him the highest-earning player without a win. On the DP World Tour, he is a star player with two career victories.

Young-Han Song is a player with two wins on the Japan Golf Tour (JGTO) and has a large fan base, earning him the nickname "Little Prince." Min-Kyu Kim is a young talent with three wins on the Korea Professional Golfers' Association (KPGA) Tour. Both Song and Kim have previously participated as substitute players in LIV Golf events last year. An, Song, and Kim will join existing member Danny Lee (New Zealand) to form the Korean Golf Club. Byeong-Hoon An will serve as team captain.

Korean GC is expected to bring new energy to LIV Golf. The launch of Korean GC is likely to attract greater interest from domestic fans. In addition, it is expected to have a positive impact on broadcasting rights, sponsorships, and various content opportunities.

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 respected in Korean history and tradition as a symbol of strength, protection, and resilience." The circular emblem also incorporates the Mugunghwa (Rose of Sharon) 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 to attend the full team gathering of LIV Golf players in Palm Beach, Florida. Starting in mid-January, they will gather in Orlando, Florida, for training camp. LIV Golf will kick off its season with the opening event at Riyadh Golf Club in Riyadh, Saudi Arabia, beginning February 4.