Haaland Amasses 5.8 Million Douyin Followers, Turning "Ha Bao" Into a China Marketing Force

3 articles · Updated · NBC News · Jul 9

Just over a month after opening a Douyin account, Erling Haaland has drawn 5.8 million followers in China, where fans have turned the Manchester City striker into the meme-driven "Ha Bao" phenomenon.
Viral clips of his goals, facial expressions and direct fan interactions have fueled the surge, while supporters say his relaxed, authentic image makes him feel closer than past icons such as Cristiano Ronaldo.
That popularity is already spilling into commerce: Haaland has signed Chinese campaigns including herbal tea brand Walovi and appliance maker Midea, while Haaland-style hairbands are selling on Taobao.
The 25-year-old is also using the platform to post in English and Chinese during the World Cup, celebrating Norway's 2-1 win over Brazil on Sunday after scoring both goals.
His breakout in China underscores how global soccer stardom is increasingly being built not only on results, but on localized social media intimacy and brand appeal.