The San Francisco Giants’ visit to South Korea this week was about far more than publicity appearances or ceremonial handshakes. It represented a deliberate effort by the organization to strengthen its presence in a baseball-loving country while building a long-term connection around one of its most recognizable players: Jung Hoo Lee.

The club’s traveling delegation divided into multiple groups across Seoul, maximizing face time with fans, media, sponsors, and baseball leadership.

President of baseball operations Buster Posey and general manager Zack Minasian held discussions with Korea Baseball Organization commissioner Heo Koo-Youn, a symbolic and practical step in reinforcing ties between the Giants and the KBO.

Elsewhere, Lee served as the centerpiece of the trip. Joined by shortstop Willy Adames and new manager Tony Vitello, Lee immersed himself in cultural events that blended baseball visibility with local tradition.

The trio explored historic neighborhoods, participated in a Korean cooking session led by a well-known chef, and engaged in traditional children’s games before sitting down for interviews with Korean media outlets.

Their day concluded with appearances at MLB Korea studios, where Lee spoke alongside familiar faces to Korean baseball fans, including former big-league pitcher Byung-Hyun Kim.

On the business side, Giants CEO Larry Baer and chief revenue officer Jason Pearl met with current and prospective corporate partners, including representatives from major Korean companies.

The organization has made no secret of its desire to expand commercial relationships in the region, and the meetings were aimed at laying the groundwork for future sponsorships and collaborations.

While the Giants recognize the massive influence Japanese stars have had on the Los Angeles Dodgers’ global footprint, particularly following the signings of Shohei Ohtani and Yoshinobu Yamamoto, the Korean market presents a different opportunity.

No player can replicate Ohtani’s worldwide draw, but the Giants believe Lee offers something equally valuable: authenticity and sustained engagement within a passionate baseball culture.

At 27, Lee is entering the third year of his six-year contract and remains central to the Giants’ long-term vision. Though injuries limited his debut season and adjustments to major league pitching proved challenging at times, his popularity never waned.

His jersey was a constant presence at Oracle Park, and fan groups organically formed around him, creating a visible and enthusiastic following that extended well beyond official team promotions.

The trip continued with a visit to Incheon and the LG Twins’ facilities, where Giants staff hosted a youth clinic for local high school teams — including Lee’s former school.

The event blended instruction with inspiration, as Lee, Adames, and Vitello took part in drills and discussions with young players. A formal dinner followed, bringing together KBO executives, investors, and members of Lee’s family, including his father, a former Korean baseball star.

Looking ahead, the Giants have expressed interest in participating in future international regular-season games in Korea should MLB expand its global schedule.

While no plans are in place, the organization has made clear it wants to be part of baseball’s growing international footprint — particularly in a country where its star center fielder already serves as a natural ambassador.

For the Giants, the message from Seoul is clear: building meaningful global connections starts with trust, presence, and a player who resonates deeply with fans back home.

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