Son Heung-min Joins Fortnite as Epic Games Doubles Down on Korean Expansion
- Sagar Mankar
- 2 days ago
- 3 min read
South Korea’s football star & Tottenham Hotspur Club captain, Son Heung-min, is officially coming to Fortnite. This move is part of a broader effort by Epic Games to revive and expand Fortnite’s popularity in South Korea, where the game has historically underperformed despite global success.
Fortnite Struggled in Korea
Since its global breakout in 2017, Fortnite has become a worldwide phenomenon with over 500 million players and countless crossover events. But in Korea, the game never truly took off, despite a formal market push in 2018. At a recent press conference in Seoul, Epic Games Korea CEO Park Sung-chul acknowledged the issue, calling Fortnite “a sore finger in the Korean market.”
To tackle this, Epic is implementing a multi-pronged strategy to localize Fortnite’s appeal by integrating major elements of Korean pop culture—starting with Son Heung-min, one of Korea’s most beloved celebrities and national icons.
What’s in the Son Heung-min Fortnite Bundle?
From June 21 to June 28, players can purchase the Son Heung-min Bundle, which includes:
A cybernetic armor-themed outfit
His signature celebration "Click" as an in-game Emote
The Forward Edge Bling (a back bling and pickaxe combo) that changes color depending on the in-game time of day
This bundle celebrates both his football legacy and futuristic flair—perfectly blending Fortnite's aesthetic with a real-world icon.
K-Pop Power: BTS, Enhypen & More
Son Heung-min's skin is just the start. According to Yonhap News Agency's reports, Fortnite is also rolling out new Jam Tracks featuring top HYBE artists:
BTS’s Jungkook and Jimin
Enhypen
ILLIT
These tracks can be played or remixed in Fortnite’s Jam Stage, further connecting Korean pop culture to gameplay. According to Michael Modun, Senior Director of Partnerships at Epic, the integration of Korean culture “has high potential for success” with both domestic and global audiences.
Squid Game, Korean Gliders & PC Room Perks
Epic is also leveraging other cultural touchstones:
Squid Game assets will be available in UEFN (Unreal Editor for Fortnite) starting June 27, allowing creators to build custom content inspired by the hit Netflix series.
A traditional Korean “Colorful Kites” Glider is available for free to players logging in from Nexon PC rooms before September 15.
Fortnite is now officially available on Korea’s One Store, making mobile access easier for Android users.
Recognizing Korea's unique PC bang (PC room) culture, Epic has partnered with Nexon's Nmedia Platform. Players visiting Nexon PC rooms can access exclusive in-game items for free.
Developers also introduced two newly launched Game Modes in localized form to align with the gameplay preferences of Korean gamers:
Fortnite Ballistic: A 5v5 first-person shooter mode inspired by titles like Valorant and CS: GO, which are more popular in Korea.
Lego Fortnite Brick Life: A social RPG built with Lego-style visuals for casual and community-driven experiences like socializing, working jobs, and customizing homes.
Epic’s Long-Term Vision in Korea
Epic Games sees this as more than a one-off event. “The domestic expansion launch and various partnerships announced today are just the beginning,” said CEO Park Sung-chul. “We will continue to listen to feedback and ensure that the Korean community and developers can share the joy for a long time.”
Son Heung-min’s arrival marks a new chapter for Fortnite in Korea, blending celebrity, K-pop, esports, and traditional culture into one ambitious push.
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