Chinese football fans expressed profound disappointment and sympathy for Erling Haaland after Norway's defeat to England in the World Cup quarter-finals on 11/7. Social media platforms like Sina Weibo saw an outpouring of support, with one fan writing, "I'm heartbroken for Haaland! He barely touched the ball throughout the match." This sentiment was amplified by the fact that three of Haaland's Manchester City teammates were on the opposing England squad, intimately familiar with his playing style and technique. "The people who know you best are also the ones who hurt you the most," the fan concluded, highlighting the emotional weight of the match.

Another trending hashtag, "Haaland subbed off", garnered nearly 9,8 million views on Sina Weibo. Fans showed support after the striker visibly struggled with exhaustion and a thigh injury on the field. Haaland endured a tough game; a goal he assisted was disallowed when the referee judged he had fouled England midfielder Elliot Anderson in the penalty box. Just before extra time, Haaland was substituted, watching from the bench as close friend Jude Bellingham, an England midfielder and former teammate at Dortmund, shone and scored two goals.

Haaland leaves the field after the quarter-final match between Norway and England in Miami, United States, on 11/7. Photo: AP

The hashtag "Haaland says goodbye to World Cup" also attracted over 9,1 million views, filled with comments recalling his 7 goals in this year's tournament. Despite the quarter-final exit, fans celebrated his impact. "This World Cup truly made me fond of Ha Bao – a world-class, genuine star with a unique personality. Norway made history, and Ha Bao's future will be even brighter," a commenter wrote on Sina Weibo, referring to "Haaland baby", the affectionate nickname Chinese fans gave the 1,95-meter tall athlete.

Haaland demonstrates hair tying on Douyin on 20/6. Video: Douyin/Erling Haaland

Haaland's popularity in China extends beyond his on-field performance, fueled by his active engagement with Chinese social media. He has amassed over 2 million followers on Sina Weibo and about 6,7 million on Douyin, while topics related to him on Xiaohongshu have garnered nearly 1,8 billion views. From the parody "Haaland's Song" to memes and GIFs capturing his signature sprint, the football star has become one of the most followed players at this World Cup, thanks to the striking contrast between his talent and off-field humor.

His strategic approach to the Chinese market began just days before the World Cup, with the launch of an official Douyin account and a greeting to Chinese fans in Mandarin. A partnership with a Chinese herbal beverage brand further helped him build a "closer psychological connection" with the local audience, according to marketing expert Huang Xinrui. "This is not a temporary gimmick but a strategic move. For the brand, it fills a gap in brand recognition in foreign markets through a global star. For Haaland, it validates his commercial value in China," Huang commented.

Haaland actively fosters this connection, not only expressing his fondness for the nickname "Ha Bao" but also asking Chinese fans for travel advice and must-try experiences in China. He went viral with a video he posted in June, where he appeared to "devour" Chongqing's monorail as it passed through a residential building. After Norway's historic victory over Brazil, he posted 5 consecutive updates in Mandarin to celebrate and interact with fans. "A football star like this makes me feel he is truly worth following. He genuinely wants to interact with Chinese fans," said Yao Hongchen, a long-time Haaland fan.

The Norwegian striker shared a video in June of himself "eating" the Chongqing monorail when asked what food he would most like to try if he visited China. Video: Douyin/Erling Haaland

For Eileen, a primary school teacher in her 20s from Guangxi, Haaland's appeal is multifaceted. "The first time I saw him, I thought he was funny and a bit goofy," she said, recalling humorous moments online. "But the more I learned about him, the more I realized he's more than just a meme; he's a genuinely likable person." Despite Norway's quarter-final exit, Eileen and many other Chinese fans continue to follow his every move. "Haaland is extraordinary. He has written a new chapter in the national team's history," she affirmed. "Winning or losing doesn't change my admiration and support for him."

By Hong Hanh (Global Times, The World of Chinese)