The hair tie worn by Norwegian national soccer team star striker Erling Haaland during the 2026 North and Central America World Cup is drawing attention after it was revealed to be a product manufactured by a company in Chuncheon, Gangwon Province.

According to Chuncheon City and related industry sources on Wednesday (July 15), the hair tie KKNEKKI, produced by Dooji, a company located in the Namsan Industrial Complex in Chuncheon, has caught the eyes of soccer fans as Haaland has worn it in every match during the World Cup.

The product is characterized by its durability and comfortable fit, which prevents it from easily stretching or slipping even during intense movement and sweating. It has recently seen a surge in orders, recording its highest sales in a short period.

KKNEKKI is a brand developed by CEO Cho Hyun-tae, who is originally from Hamyang, Gyeongsangnam-do, and the name is derived from a Gyeongsang dialect word for thread or string.

CEO Cho signed a licensing agreement with the Norwegian company BONDEP in 2015 to enter the European market. Even after transferring the distribution trademark rights in 2023, the company continues to manufacture products at its Chuncheon factory based on its exclusive rights and core technology.

The connection with Haaland began during Premier League matches.

After confirming that Haaland was using his product, CEO Cho produced and delivered custom hair ties matched to the colors of the Manchester City uniform, the team where Haaland plays.

In particular, the Haaland Edition, which features colors personally selected by Haaland for the World Cup, has become so popular that it has sold out.

The company has been expanding its production facilities and enhancing its quality competitiveness since relocating its factory to the Namsan Industrial Complex in Chuncheon in 2015.

"It is meaningful that the technological prowess accumulated in Chuncheon has been recognized in the global market," said CEO Cho Hyun-tae. "We plan to challenge the global market with another product under our new brand, Jollamae."

Chuncheon City plans to use this case as an opportunity to expand support for overseas market development and global marketing for companies located in its industrial complexes.

"It is a significant achievement that a local company, which has dedicated itself to technological development in the Namsan Industrial Complex, has been recognized for its competitiveness in the global market," said Chuncheon Mayor Yook Dong-han. "We will continue to strengthen the competitiveness of our industrial complexes and support businesses so that second and third Dooji-like success stories can emerge."