From Jeong Sang-bin to Seoul Taco: St. Louis CITY SC Embraces Korea

Stadium Tour and Club Operations for Atlanta K — A Firsthand Look at CITY SC’s Local Roots and Global Vision

A Story Built on Private Investment and Community Partnership — The Miracle Behind CITY SC’s Sell-Out Streak and Loyal Fanbase

Eunice Lee

eunice@atlantak.com

St. Louis CITY SC hosted a special Major League Soccer (MLS) match on September 27, unofficially dubbed the “Korean Derby,” as Korean national team players Jeong Sang-bin (St. Louis CITY SC) and Son Heung-min (LAFC) started on opposite sides. The match drew national attention in Korea and among Korean American communities across the U.S.

Atlanta K was officially invited by the club to attend and cover the event, including an exclusive stadium tour and media briefing. Remarkably, Marc Abel, Vice President of the club, personally guided the tour, offering insight into the club’s facilities and operational philosophy. The invitation signaled CITY SC’s growing interest in both Korean talent and fan engagement.

100% Local Flavor: “CITY Flavor” Food Program

One of CITY SC’s standout features is its unique approach to food and beverage services. Rather than working with large national vendors, CITY SC has curated a 100% local lineup under its “CITY Flavor” initiative. All vendors are based in the greater St. Louis area.

For the 2025 season, new additions like Pappy’s Smokehouse, Bolyard’s, and Chicken Scratch joined the roster. Nearly 23% of all food orders are now made via the app—a sign of strong fan engagement. Notably, Seoul Taco, operated by Korean American chef David Choi, has become a fan favorite with dishes like kimchi burritos and bulgogi tacos introducing Korean flavors to the masses.

Privately Funded, Publicly Rooted

CITY SC’s home ground, Energizer Park, was built entirely with private funding—an exceptional case in American sports infrastructure. The ownership group includes nine private investors, many of whom are women. The club’s president, Carolyn Kindle, is the first female majority owner in MLS history and a key figure in launching the team.

With no reliance on public funds, the stadium generates over $24 million in local revenue each year, including $5.1 million in direct tax contributions to the city of St. Louis.

A Community-Driven Fan Base

Since its inaugural season, CITY SC has sold out 50 consecutive matches and surpassed 1 million total attendees. Even their MLS NEXT Pro affiliate, CITY2, broke attendance records, showing the depth of local support.

St. Louis is home to one of the largest Bosnian American communities in the U.S. and a sizable Italian immigrant population. The club has intentionally built cultural connections through food vendors and community outreach. At every home game, long lines form in front of vendors like Balkan Treat Box, which reflects the city’s multicultural identity.

Comprehensive Support for Jeong Sang-bin

Jeong Sang-bin is one of CITY SC’s most significant international signings, and the club has invested heavily in building awareness around him. From dedicated media outreach to Korean fan engagement and off-field activities, the club views Jung not just as a player, but as a cultural bridge.

Atlanta K’s invitation was part of this strategy, reinforcing the team’s intent to build a meaningful connection with Korean American communities and media.

The club’s PR and marketing operations are considered “five-star,” marked by a combination of grassroots campaigns, digital media strategies, and thoughtful engagement with international audiences.

Vice President Marc Abel shared, “Jung isn’t just a talented player—he’s a key connector between our club and the broader Asian and Korean communities. We look forward to deepening those relationships.”

More Than a Soccer Team

CITY SC is not just a soccer club—it is a catalyst for urban regeneration, community empowerment, and cultural integration. The tour offered a glimpse into how U.S. soccer franchises can blend local identity with global vision.

One moving example: a memorial structure inside the stadium honors the memory of a displaced Black community that once lived on the stadium site. Rather than ignore the past, CITY SC has embraced it, ensuring the stadium is a space of remembrance and reconciliation.

“This stadium isn’t just a venue,” Abel said. “It’s a platform for every voice in St. Louis.”

A New Bridge Between Korea and the Midwest

Through Jung Sang-bin, St. Louis CITY SC has opened a new chapter in connecting with Korean communities in the U.S. The club’s operations represent more than just sports—they embody a new kind of cultural exchange and community collaboration.

This initiative can serve as a model for how professional sports teams build global relevance while staying rooted in local values.