Erling Haaland of Norway scores with a shot during the round of 16 match between Brazil and Norway at the 2026 FIFA World Cup at the New York New Jersey Stadium, the US, July 5, 2026. Photo: Xinhua

　　The FIFA World Cup is not only a global sporting event, but also a power engine for influencer economy, as football stars with massive global followings increasingly serve as bridges connecting brands, consumers and markets.

　　Norwegian footballer Erling Haaland"s growing popularity in China during the World Cup has demonstrated how the influence of sports icons can generate commercial opportunities across borders, driving a broader industrial chain involving brand marketing, social media operations, consumer products and cultural exchanges.

　　During the tournament, Haaland"s followers on two Chinese social media platforms surpassed 30 million, mor than five times of Norway"s total population of under 6 million, according to the People"s Daily.

　　Data from the Chinese social media platform Xiaohongshu, or RedNote, shows that, during the World Cup, views of Haaland-related topics on that platform has surged by 220 million in a short period, with total views reaching as high as 960 million at one point.

　　Moreover, the footballer"s popularity has translated into tangible market value. For example, Norwegian salmon exports to China reached 10,889 tons in June, up 31 percent year-on-year, while export value rose 21 percent to NOK840 million ($86 million), according to the latest data provided by the Norwegian Seafood Council (NSC) to the Global Times.