Norway national team striker Erling Haaland (Manchester City) won’t be on a pitch this time — he’ll appear in the heart of downtown Seoul.
Known for his prolific scoring, Haaland will appear on large billboards across Seoul throughout June, including Gwanghwamun, Hongdae and Gangnam, bringing him into view of local fans.
Haaland currently serves as a global ambassador for Norwegian seafood. He has been the “Seafood from Norway” global ambassador since 2024, and he recently extended his partnership with the Norwegian Seafood Council through 2028, reinforcing his standing as one of Norway’s leading sports figures.
The campaign leverages growing interest in football and Haaland’s global profile to introduce Norwegian salmon and mackerel to Korean consumers in a more approachable way.
The most striking display will be in Gwanghwamun. A large screen near Exit 7 of Gwanghwamun Station will run a campaign video daily under the theme “Norwegian Seafood Chosen by Erling Haaland.” The full‑building image of Haaland is expected to draw commuters’ attention.
Haaland will also appear in Hongdae, a neighborhood popular with young people. A large screen near Exit 8 of Hongik University Station will run the campaign video for a month. Organizers plan to capitalize on Haaland’s recognition in areas with many football fans and residents in their 20s and 30s.
Haaland’s image will appear in major Seoul subway stations as well. The campaign video will run at 12 key stations, including Samseong, Seolleung, Gangnam, Jamsil, Express Bus Terminal and Hongik University.
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