Chinese state-run newspaper Global Times has highlighted Erling Haaland’s role in promoting Norwegian salmon, reporting that the footballer’s advertising campaign has become a social media talking point among Chinese consumers.
The article said Haaland’s endorsement for the Norwegian Seafood Council has generated photos, memes and online discussion across Chinese social media platforms, with users sharing images of promotional displays in supermarkets and asking where the products are available.
The campaign, launched in Shanghai on 3 June, features Haaland as an ambassador for Norwegian salmon. Promotional material has been placed in more than 750 retail stores across China through the end of July.
According to Global Times, the campaign has benefited from the contrast between Haaland’s fierce on-pitch image and his promotion of healthy eating, with Chinese users adapting the striker into memes while discussing Norwegian salmon.
The newspaper also linked the increased attention to Norway’s return to the FIFA World Cup, where Haaland has emerged as one of the tournament’s leading goalscorers.
The report also highlighted Haaland’s separate advertising campaign for Chinese herbal tea brand Wang Lao Ji, saying the combination of the two campaigns had further boosted his profile among Chinese consumers.
The Norwegian Seafood Council recently extended its partnership with Haaland and the Norwegian Football Federation through 2028.
