He is revered as a superstar, an icon, a superhero – and behind the mask, Son Heung-min carries the weight of a nation’s hopes.
The South Korean captain is a footballer who transcends sport in his home country.
“He’s more famous than Beyonce,” a fan told BBC Sport. Another said “he makes people proud to be Korean”.
When South Korea take on Brazil in the Round of 16 of the World Cup on Monday, Tottenham striker Son is the man they will look to for inspiration.
His photo is on the side of a skyscraper in Doha during the World Cup, a few buildings away from Portugal’s Cristiano Ronaldo.
Before every South Korea group game, there were fans with Son’s name on the back of their shirts everywhere you turned.
“Of course Son is our favorite player. We know he will score,” three friends told BBC Sport ahead of their goalless draw with Uruguay.
A family all wearing matching Son shirts had traveled from Asia to Doha to watch him during the group stages.
On the Metro, Doha’s new local transport system, fans carried cardboard cutouts of Son’s profile, including one titled “one day from Sonny” before their 3-2 loss to Ghana.
When his name was first read during the warm-up for their opening match against Uruguay at the Education City stadium, there was a crescendo of noise from the South Korean fans, with many excitement as her face was shown on the big screen.
There were a few days when many in South Korea worried that his son would not play during the World Cup as he fractured his left eye in Tottenham’s Champions League game against Marseille on November 1.
It would have been a blow to the fans, who gave Son, 30, an amazing homecoming when he arrived in South Korea with his Premier League Golden Boot award in May.
But the striker recovered in time and joined the Qatar team wearing a black protective mask, fitting into his “superhero” label.
Son delivered countless chances for his national team, scoring 35 goals in 107 appearances, and no one has scored more goals for his country at the World Cup (three).
He is fourth alongside Kim Jae-han (both 35) among South Korea’s all-time top scorers.
Son is yet to score in Qatar, but fans invariably stand up and cheer eagerly when he has the ball at his feet.
His pivotal moment so far came in stoppage time against Portugal when he carried the ball to the edge of the box and slipped Hwang Hee-chan to score a decisive winner and send South Korea into the last 16.
Her son fell to his knees full time, removing his mask as tears streamed down his face, overcome with emotion.
It is only the third time that South Korea has reached the knockout stages of the World Cup. Their Round of 16 opponents Brazil are the favourites, but with their star in the squad, South Korean fans believe they have a chance.
Son is aiming to become just the second player from his country – after former Manchester United midfielder Park Ji-sung – to score at least one goal in three World Cups.
While Brazil boast plenty of superstars, there is no doubt who South Korea is, and Son will once again have the hope of a nation on his shoulders as he seeks to lead his side to the last eight of world Cup.