He is revered like a superstar, an icon, a superhero - and behind the mask, Son Heung-min carries the weight of a nation's hopes.
"He is more famous than Beyonce," one supporter told BBC Sport. Another said "he makes people proud to be Korean".
When South Korea take on Brazil in the last 16 of the World Cup on Monday, Tottenham striker Son is the man those back home will look to for inspiration.
His picture is on the side of a skyscraper building in Doha throughout the World Cup, just a few buildings down from Portugal's Cristiano Ronaldo.