Multiple outlets report that Instagram creator Emma Kate Willman has gone viral during the 2026 FIFA World Cup after thousands of fans compared her to Erling Haaland. Willman, who primarily posts hair tutorials and videos showing how she styles braids and plaits, sees a sharp rise in followers as viewers share the resemblance on social media. One account says World Cup fans describe her as a lookalike to the Norway and Manchester City striker, leading to widespread attention online.
Several sources also note that Willman leans into the comparison. She recreates or imitates Haaland-style hairstyles, using her existing hair-content format to respond to the growing interest. The story gains further traction after Haaland interacts with her on Instagram, according to one report, which fans highlight as an endorsement of the joke.
Overall, the coverage centers on the viral spread of the lookalike comparison, Willman’s content-led engagement with the trend, and the increase in her social following during the World Cup period.
