As Premier League soccer kicked off its new season this week, Tiger Beer is targeting Asian soccer fans with a campaign celebrating South Korean player Son Heung-Min.

The spot, by Publicis Singapore, tells the story of Tottenham Hotspur strike Son, who recently became the first Asian player to win the Premier League’s Golden Boot award after scoring 23 goals in a single Premier League season. It's narrated by the player himself, who touches on the prejudice he faced as an Asian footballer.  "It took them a while to notice me," he says. "Did I come from the wrong place?" The spot goes on to show his rise to fame and fans celebrating his success; with, of course, bottles of Tiger Beer.

The campaign, directed by Felipe Mansur of Alice Filmes, will run globally starting in Vietnam, Cambodia, Singapore, Korea, Malaysia, and Myanmar.

Son signed on to be a Tiger Beer ambassador last year and appeared in an earlier campaign in January. 

“Football is a huge passion point in Asia, with over one billion fans," said Cyril Louis, executive creative director at Publicis Groupe, in a statement. "Son’s story transcends football—we think the boldness of his journey will inspire everyone about what it takes to be on a world stage."