Erling Haaland turned Chinese social media into a celebration of his World Cup brilliance on 23 Jun 2026, when Norway edged Brazil 2‑1 and fans flooded Douyin with memes, nicknaming the striker “Ha Bao.” The 25‑year‑old Manchester City forward now commands a 5.8 million‑follower Chinese fanbase and lucrative partnerships.
How did Chinese fans discover Haaland?
Chinese supporters first noticed Haaland after Manchester City’s dominant group‑stage displays. Clips of his forward‑leaning sprint and exaggerated facial reactions went viral on Douyin, the Chinese version of TikTok. Users compared his expressions to the cartoon cat from *Tom and Jerry* and his blond hair to Hollywood star Nicole Kidman, creating a wave of humorous posts that spread like wildfire.
Why is Haaland resonating more than Messi or Ronaldo?
Fans like Gum Li, 34, from Guangdong, told NBC News they had long idolised Cristiano Ronaldo but switched allegiance after watching Haaland’s on‑field power and off‑field antics. “He feels like a close friend,” Li said, noting the striker’s direct engagement on Douyin, where he answered a fan’s joke about being a robot with a dead‑pan “Maybe I am sometimes.” The personal touch contrasts with the distant aura of older superstars, making Haaland a relatable icon for Chinese youth.
What commercial impact has the hype generated?
Brands quickly capitalized on the craze. Herbal‑tea maker Walovi launched a TV spot starring Haaland, while home‑appliance giant Midea featured him in a campaign that coincided with a surge in European air‑conditioner sales amid record heat. On Taobao, “Ha Bao” hairbands—designed to mimic his sleek locks—sold out within days. Even Haaland’s partner, Norwegian Isabel Haugseng Johansen, attracted 350 000 followers on Douyin, adding further visibility.
How does this fanbase affect Norway’s market outreach?
Norway’s seafood export board seized the moment, using Haaland’s Chinese popularity to promote Atlantic salmon. Promotional videos showed the striker tasting the fish, linking Norway’s culinary reputation with his star power. Analysts predict the campaign could lift salmon imports by several percent during the tournament.
What does the future hold for Haaland’s Chinese following?
Zhang Yihuai, 23, from Shanghai, believes Haaland will dominate the striker role for the next five to eight years. With the World Cup still unfolding, the striker’s next match against Argentina on 27 Jun 2026 could add more goals to his tally and further cement his status. Brands are already negotiating multi‑year deals, suggesting the “Ha Bao” phenomenon will outlast the tournament.
Erling Haaland has turned a global competition into a cultural bridge, proving that a football star can become a Chinese household name overnight. The blend of on‑pitch excellence and savvy social‑media interaction continues to reshape how athletes engage with fans far beyond their home continents.