Chinese football fans have recently been scouring the internet for an unlikely item: not trainers, autographs, jerseys, or even a football, but the small elastic hairbands used by striker Erling Haaland.

Dubbed by social media users on the mainland as the World Cup’s “most meme-able man,” Haaland has captivated a massive Chinese following both inside and outside football this summer through his skills, unwitting comical appeal, distinctive appearance, and character.

In the early hours of Saturday, the highly anticipated clash between France and Norway arrived, with fans eager to watch Kylian Mbappe and Haaland go head-to-head.

But waited in vain, with Haaland confined to the bench in a game Norway lost 4-1.

“I set an alarm for 3am, only to see Ha Bao picking his nose on the sidelines,” a Chinese fan said. Another posted later that morning: “I waited for the sunrise but still didn’t see Haaland.”

The Manchester City striker’s popularity at this World Cup has extended far beyond his goals. In China, even non-football fans have heard of his reputation and tuned in to watch.