Son Heung-min (33, Tottenham Hotspur) is still regarded as a symbol of the team, but the perspective of the Tottenham Club has become closer to that of a 'product.' The way the symbol is utilized has changed, and behind this is the intersection of transfer possibilities and calculations of commercial value.

Tottenham announced a 'new era' through a video revealing the new uniform for the 2025-2026 season on the 26th (Korean time). A 70-second video featuring the slogan 'In Darkness We Dare' was released, but Son Heung-min's presence within it significantly decreased. The focus of the video shifted to the newly spotlighted forward Dominic Solanke and the women's team player Ella Moris, while Son Heung-min appeared for merely about 1 second wearing a mask.

It is a rare portrayal for the team captain and main player. The fact that Son Heung-min, who would have previously been at the forefront of a video, has been relegated to the background signifies that this is not just simple editing, according to analyses. In fact, the scenes of Son Heung-min in the video were fleeting against the backdrop of darkness and storm. It is interpretable that within the message the club intends to convey, Son Heung-min is no longer positioned at the center.

Football London reported on the 27th, "Son Heung-min is one of the first players to wear the new uniform, but it is uncertain if he will continue to wear this uniform next season." It added, "Son Heung-min has questions about his future in North London, and preparations for a transfer are underway."

Although it is known that Son Heung-min's contract with Tottenham lasts until 2026, from the club's perspective, this summer is effectively the last opportunity to recoup a transfer fee. The Telegraph and BBC reported that "Tottenham will respect Son Heung-min's own decision, and the Saudi Arabia clubs are in the process of preparing formal proposals." One club is said to have offered a transfer fee of €40 million (approximately 63.4 billion won) with conditions totaling €90 million (approximately 142.6 billion won) over three years.

The focal point of the controversy is Tottenham's attitude towards Son Heung-min. The release of this uniform video is interpreted not as simple marketing but as a way of 'consuming' the symbol, raising concerns among fans. Some fans interpreted, "His participation as a model is a signal for him to stay," but many expressed cynicism, saying, "The club intends to commercially exploit Son Heung-min until the end and then sell him."

The local fan site Tottenham Hotspur News analyzed that "Son Heung-min is a key asset directly tied to the club's revenue. Therefore, a transfer is expected to be possible only after the match against Newcastle on August 3 in Seoul," suggesting that commercial judgments will take precedence.

BBC, in the same context, described Son Heung-min's participation in the Asian tour as 'an essential condition for success.' "Tottenham cannot conduct the Asian preseason without Son Heung-min. He is not only a symbol of the team but also an element of excitement and a means of generating revenue for the club," it explained.

Tottenham plans to finalize Son Heung-min's status after he talks with the new coach Thomas Frank upon his return from preseason. Local reports also indicate that Coach Frank does not strongly oppose Son Heung-min's transfer, suggesting that a scenario of separation is already underway within Tottenham.

Football journalist Matt Law revealed through the podcast Last Word on Spurs that "Son Heung-min hinted at farewell to teammates and coaching staff after the last match of the season. Now that he has achieved his first victory on the European stage, this may be the optimal time to part ways with Tottenham."

Son Heung-min's transfer would not just signify a change in team strength. He is the representative face of Asian football and has symbolized Tottenham's global brand. If he leaves, the team cannot avoid a gap in both the symbolic and commercial realms.

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