The trend began when Instagram content creator Emma Kate Willman posted a seemingly ordinary video demonstrating how to create a French braid. Instead of focusing on the hairstyle tutorial, viewers flooded the comments section with remarks about her resemblance to Haaland. Users pointed to her blonde hair, facial features and facial expressions, with many saying the similarity was unmistakable.
The video quickly gained massive traction, collecting more than 27 million views and thousands of comments highlighting the comparison. The viral discussion eventually reached Haaland himself, who joined the conversation by leaving a one-word comment beneath the video. Responding with humour, the Norwegian footballer wrote, “Hi,” followed by a thumbs-up emoji.
As the comparison continued to dominate her social media page, Willman addressed the unexpected attention in another video. Referring to the ongoing FIFA World Cup, she joked that the comments had completely taken over her account.
“In light of the World Cup, I swear if I get one more comment saying that I look like Erling Haaland,” she said. She added that the unexpected viral moment had significantly boosted her online following, revealing that she had gained “probably close to three or four thousand followers on Instagram today.”
Willman also expressed amusement over the nature of the comparison, saying, “First of all, the best doppelganger you give me is a male soccer player. Really? Can’t we just go back to when you guys were calling me Zara Larsson, please? No offence to Haaland at all, but I am very much just a little girl from Charleston.”
The videos generated thousands of reactions across social media platforms, with many users insisting the resemblance was remarkable while others turned the moment into a series of jokes. One user described Willman as “Haaland’s long-lost sister,” while another commented, “Everywhere I go, I see his face.”
The viral exchange has added an unexpected off-field chapter to Haaland’s World Cup journey, with the footballer embracing the online joke as fans continue to celebrate both his performances on the pitch and the internet's latest doppelganger phenomenon.
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