The hair tie worn by Norway’s star striker Erling Haaland at this year’s FIFA World Cup is attracting growing attention after it was revealed to have been made by a South Korean firm, company officials said Wednesday, adding the custom-made hair piece has already sold out.

The Kknekki hair tie, produced by Dooji Co., a company located in the Namsan Industrial Complex in Chuncheon, some 75 kilometers northeast of Seoul, caught the attention of football fans after Haaland wore it in every World Cup match, the officials said.

Kknekki is a brand developed by Dooji CEO Cho Hyun-tae, who is from Hamyang, South Gyeongsang Province, and is derived from a Gyeongsang dialect word for thread or string.

The piece worn by Haaland at the World Cup, or the Haaland Edition, was custom-made, featuring colors selected by Haaland himself, according to company officials.

Cho’s relationship with Haaland began at a Premier League match.

After learning that Haaland was using his product, Cho made and presented him with a custom hair tie matching the colors of the club he plays for, Manchester City.

Cho entered the European market in 2015 by signing a license agreement with Norwegian company Bon Dep. Even after transferring the distribution and trademark rights in 2023, he has continued to manufacture the product at the Chuncheon factory on the basis of exclusive production rights, the company officials said.

Kknekki is known for its durability and comfortable fit, staying in place without stretching out even during vigorous exercise or heavy sweating, they added.

Amid a recent surge in orders, the company is said to have posted record sales in a short period.

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