Why South Korea is watching Erling Haaland’s hair ties

While football fans worldwide recognize Erling Haaland as a prolific striker, his popularity has taken a unique turn in South Korea, where the conversation has focused on the humble hair tie securing his signature man bun. Fans have marveled at how the accessory stays in place during intense matches, but Korean curiosity has delved deeper, investigating the brand behind it: Kknekki.

The brand name immediately resonated with some Korean users due to its similarity to "kkeunaekki," a dialect word for "string" or "cord" in the Gyeongsang provinces. This discovery, spreading rapidly online, led Korean media and users to uncover Kknekki's little-known origins. The brand began in South Korea in 1987 as a locally developed hair tie company before its acquisition by Norwegian accessories brand Bon Dep in 2015.

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About 20 years ago, when I had long hair, I used to try a lot of hair ties, and there was one that was exceptionally good quality.

The product was manufactured in Hamyang, South Gyeongsang Province, by Korean company Dooji, utilizing a distinctive weaving technique for durability and hair gentleness. As many users guessed, the brand name "Kknekki" itself is derived from the regional dialect word, serving as a nod to its birthplace. For many Koreans, this backstory evoked memories and a sense of connection.

One user recalled using Kknekki hair ties about 20 years ago, remembering their exceptional quality. The rediscovery, coinciding with Haaland's prominence, felt serendipitous. Haaland's own connection to the brand goes beyond mere usage; he became a minority shareholder in Bon Dep in 2024 after years of being a loyal customer. Kknekki even released a "Haaland Edition" collection inspired by his style ahead of the World Cup.

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Knekki quality with Norwegian design? I really want to buy it now.