Erling Haaland’s social media surge sparks gender debate

After the 2023 football World Cup, Norway’s striker Erling Braut Haaland saw his Instagram following swell by more than 32 million accounts. A viral challenge prompted users to post videos asking him to comment the word “nice.” Haaland replied with a single “Nice,” and later answered a U.S. fan’s coffee query with “Muggfri kaffe, rå melk og rå honning,” adding that the honey should be stirred with a wooden spoon.

The player’s heightened visibility has also been used in a broader cultural discussion. Gender‑debate commentator Arne Børke cited Haaland as an example of “healthy masculinity,” arguing that the myth of toxic masculinity should be set aside and that Haaland represents an ordinary man who can still inspire positive role models.