Why Korea is watching Erling Haaland's hair ties

In South Korea, conversation about Erling Haaland during the World Cup has focused less on his scoring and more on the hair tie that holds his signature man bun. Korean fans noted that the Kknekki brand behind the tie has stayed secure through intense play, and online attention shifted to the company’s name. Many users said “Kknekki” resembles kkeunaekki, a dialect word from Korea’s Gyeongsang region meaning “string.” The brand, founded in South Korea in 1987, was later acquired by Norwegian accessories company Bon Dep in 2015, and its ties were made by Korean manufacturer Dooji in Hamyang, South Gyeongsang Province. Haaland’s connection is public: he coordinated the tie colors with his outfits and, in 2024, acquired shares in Bon Dep, becoming a minority shareholder. Ahead of the World Cup, Kknekki released a limited “Haaland Edition” collection that sold out at launch.