Korean Manufacturing Technology and Norwegian Seafood Both Prosper... The Unexpected Economic Boom Sparked by Haaland

‘Kkneki’ Sells Out Thanks to Technology from a Hamyang-based Korean Firm

Sharp Rise in Salmon and Mackerel Consumption in China

Erling Haaland, who led Norway to its first-ever quarterfinal appearance at the 2026 North and Central America World Cup, is also exerting tremendous influence off the field. The limited edition hair tie that Haaland uses to tie his hair sold out completely, and sales of Norwegian salmon and mackerel have increased even in China. Haaland has emerged as a global marketing icon, moving not only the world of football, but also fashion and food consumption.

The scene of a player in Gyeonggi picking up an opponent’s water bottle and drinking from it, along with his mischievous expression, quickly spread as a social media meme. Photo by AP Yonhap News

Previously, Norway returned to the World Cup finals for the first time in 28 years and reached the quarterfinals for the first time. Haaland attracted the attention of football fans worldwide by scoring seven goals in five matches during the tournament. Although he did not claim the championship or top scorer title, his dominant performance on the field, charismatic personality, and social media presence made him a standout star of the tournament. The key indicators of Haaland's popularity are the dramatic surge in his social media followers and the popularity of items he wears.

The 'Kkneki' Worn by Haaland...Sales Surge 400-500% for Korean Manufacturer

The iconic product benefitting from Haaland’s popularity is the hair tie—specifically, the “Kkneki” hair tie Haaland wore during every match. Known as a Norwegian brand, Kkneki is actually produced using technology developed by the domestic company Duji, which started in 1987 in Hamyang-gun, Gyeongnam, Korea. The brand name also comes from "Kkneki," a Gyeongsang-do dialect word meaning "string."

The product is made by weaving together more than 60 fine threads. By minimizing metal connectors and hard adhesive areas, it is designed to reduce hair damage when tying or removing the hair tie. The combination of various threads allows for a diversity of colors and patterns, making Kkneki popular not only as a hair tie but also as a fashion accessory. Duji signed a licensing agreement with the Norwegian company Bondep in 2015 and transferred retail trademark rights in 2023. However, Duji still owns the product patent and manufacturing technology and exclusively produces Kkneki products in factories in Vietnam, China, and other locations.

Kkneki, known as a Norwegian brand, is produced using technology developed by the domestic company "Dooji," which started in 1987 in Hamyang County, Gyeongnam Province. The brand name is also derived from the Gyeongsang-do dialect word "Kkneki," which means "string." KKNEKKI Instagram

Haaland, who sports long hair in matches, has been consistently using Kkneki products since 2023. In 2024, he reportedly became a shareholder by directly investing in Bondep, Kkneki’s distributor. As footage of Haaland wearing the product was continuously aired, sales skyrocketed. According to Duji CEO Cho Hyuntae, growth since 2023 reached 400–500%. The limited edition "Haaland Edition," released to coincide with the World Cup, also sold out quickly.

This is a prime example of how products used by famous athletes end up naturally exposed on broadcasts, in photos, and in clips, thereby maximizing the so-called "celebrity effect" as fans rush to buy the very same items. Interest among Korean consumers also surged after it was revealed that the product name comes from a local dialect and that it is produced using a domestic SME’s technology.

‘Habao’ Craze in China...Norwegian Salmon and Mackerel Also Gain Popularity

Haaland’s economic impact is most pronounced in China. Although the Chinese national team did not qualify for the World Cup finals, Haaland has gained explosive popularity on Chinese social media. Within one month of opening his Douyin account, he surpassed 5.8 million followers, and his Weibo followers exceeded 1.9 million. Combined, his followers on these two platforms now total 7.7 million—greater than the entire population of Norway.

Chinese fans call Haaland “Habao (哈?),” a nickname that combines a cute and affectionate expression with Haaland’s name. The “baby Haaland” image is attached to the 194 cm-tall striker known for his explosive scoring abilities. Haaland himself has actively responded to his Chinese fans: mentioning Chinese food, directly replying to comments, enjoying memes and composite images featuring his face, and even creating dedicated videos for Chinese users, thus bridging the distance between himself and his fans.

Chinese fans call Håland 'Habao (哈).' It is a nickname that combines cuteness and affection with Håland's name. The photo shows Håland-related merchandise available on Taobao. Photo by TAOBAO

This intense popularity has resulted in tangible consumption. Norwegian salmon exports have achieved double-digit growth in the Chinese market this year, with the phenomenon even being dubbed the “Haaland Effect.” It is reported that sales of Norwegian mackerel have increased as well. The Norwegian Seafood Council launched marketing campaigns in 180 Chinese cities and in 750 stores, leveraging Haaland’s popularity. Stores featured advertising slogans such as “Norwegian Salmon Chosen by Haaland.”

SNS Follower Numbers Surge, Boosting Both Fashion and Food Markets

This strategy boosts the country brand as a whole by combining the image of a globally recognized Norwegian star with its flagship export products—even if Haaland himself is not directly linked to salmon. Affection for the footballer has expanded to interest in his nationality, food, tourism, and consumer products. Haaland’s Instagram followers surged from about 40 million before the World Cup to over 60 million during the tournament. Footage of him grabbing an opposing player's water bottle and drinking from it, along with his mischievous expressions, quickly spread as memes throughout social media.

Norway returned to the World Cup finals for the first time in 28 years and reached the quarterfinals for the first time. Haaland captured the attention of football fans worldwide by scoring 7 goals in 5 matches in this tournament. Photo by AP Yonhap News

With the powerful image of a "monster striker"—marked by his formidable build and scoring prowess—blended with an unexpectedly quirky and friendly character, even those with little interest in football began to share Haaland’s content. Not just match footage, but everything from hair ties and food to his expressions and fashion has become a subject for products and marketing. The economic impact driven by Haaland demonstrates that a sports star’s influence extends far beyond just uniform and soccer shoe sales.

AP reported on Haaland’s popularity and economic impact by describing him as “the World Cup’s top striker and the internet’s ‘babygirl.’” This refers to the striking contrast between his monster scoring ability and playful, meme-loving persona, which has won the hearts of fans around the world. Fans are further fueling the Haaland fever by creating memes, short videos, AI parodies, and a torrent of comments.

The U.S. information technology outlet Wired also commented, “Haaland has now become more than just a football player—he is an internet character created by the collective effort of fans and artificial intelligence all over the world.” As Haaland’s influence originating on the football pitch expands into online culture, consumption, and marketing, the so-called “Haala-nomics” is likely to continue well beyond the World Cup.

This content was produced with the assistance of AI translation services.