Haaland's custom hair tie revealed to be Korean-made; 'KKNEKKI' sales surge 400%

Norwegian football sensation Erling Haaland has brought international attention to a small South Korean brand, 'KKNEKKI,' by frequently wearing its distinctive hair ties. The brand's name itself is derived from the Gyeongsang dialect word 'kkeunekki,' meaning 'tie.'

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I came up with the product name based on how my father used to say 'bring me the kkeunekki' when tying something when I was young.

Founded in 1987 in Hamyang County, South Korea, by Jo Hyun-tae, the 'Doojee' company produces these hair ties. They are crafted by weaving over 60 fine threads, creating products in various colors that are designed to minimize damage to hair when tying or untying it. Jo Hyun-tae explained that the brand name was inspired by his father's childhood use of the word 'kkeunekki' for tying things.

While Doojee holds the patents and manufacturing technology, they entered a licensing agreement with Norwegian company BonDep in 2015, eventually transferring distribution and trademark rights in 2023. Jo believes BonDep's marketing expertise would foster greater expansion. Currently, Doojee exclusively produces KKNEKKI products in factories across Vietnam and China.

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It seemed better for BonDep to do the marketing than for me, the producer, to expand further, so I handed over the distribution rights.

Haaland's association with KKNEKKI has been a significant driver of its popularity. He has been seen using the hair ties since 2023, and reports indicate he even invested in BonDep in 2024, becoming a shareholder. The brand capitalized on his fame by releasing a limited-edition 'Haaland Edition' during the recent World Cup, which quickly sold out. Jo estimates that sales have surged by 400-500% since 2023, largely due to Haaland's visibility in both the World Cup and his club, Manchester City.

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The sales have increased explosively since Haaland started wearing KKNEKKI, not only in this World Cup but also when he played for Manchester City in the English Premier League. The growth rate has been around 400-500% since 2023.