Chinese football fans and social-media users have turned Norway striker Erling Haaland into a viral meme phenomenon during the 2026 FIFA World Cup [1, 2].

The trend highlights how global sports stars can transcend their athletic achievements to become cultural symbols in China through digital platforms and aggressive marketing. This shift transforms a professional athlete into a brand asset for local advertisers and a focal point for online community humor.

Fans across platforms including Weibo, TikTok, and Bilibili have embraced Haaland with affectionate nicknames such as “Ha Bao” or “Ha Baby” [1, 2]. The striker's prolific goal-scoring record and charismatic on-field presence have resonated with the Chinese audience [1, 3]. This popularity has extended beyond sports forums and into mainstream commercial media, where he has appeared in viral advertisements, including a campaign for herbal tea [1, 2].

The scale of this obsession is reflected in the numbers. Haaland has amassed several million followers on Chinese social-media platforms [1]. Some reports suggest his fan base in China is now larger than the entire population of Norway, which is approximately 5.4 million people [2].

This digital surge coincided with the tournament's timeline between May and July of this year [1, 4]. Search data shows that Google searches for Haaland spiked during the World Cup as Norway progressed through the competition [4].

Marketers have capitalized on the trend by leveraging the "Ha Bao" persona to create shareable content. By blending Haaland's athletic dominance with a playful, meme-driven image, brands have captured the attention of younger, internet-savvy demographics in China [1, 3].

“Chinese fans have turned Norway striker Erling Haaland into a viral meme phenomenon.”

The 'Ha Bao' phenomenon demonstrates the power of 'meme culture' in China to drive commercial value and international sentiment. By rebranding a foreign athlete through local humor and nicknames, Chinese netizens are not just following a sport, but are creating a localized cultural product. This indicates a growing trend where an athlete's digital persona in the East can become as influential as their professional standing in the West.