America loves Erling Haaland, and the feeling is mutual.

The Norwegian striker is everywhere these days. Yes, he’s in the running for top scorer at the Fifa World Cup alongside Messi and Mbappe. Yes, he’s one of the world’s highest-paid athletes and was the Premier League’s top scorer last season.

But that’s probably not where most Americans know him from. He’s a social media sensation.

Haaland has gone viral for his goofy Snapchat stories, unfiltered interviews and candid vlogs. He posts selfies using the Shrek filter, captioned “selfie with my twin”.

He replies directly to fans with crying-laughing emojis. He accidentally misspells Orlando as “Ornaldo”, before apologising to all the “perfect brothers and sisters out there” for his mistake – all while staring blankly into the camera.

There are few footballers of Haaland’s calibre who have broken into the cultural zeitgeist quite like he has.

Before the tournament, many knew him simply as a prolific goalscorer, or, perhaps, from the “imagine this Viking running at you full speed” memes.

Now, he’s gaining a whole new cohort of fans.

“I had no idea who he was,” said Juliana Hofmann, who lives in Millington, New Jersey. She discovered the star after the Norwegians beat Brazil, and now her social media pages are full of Haaland content.

“The way he carries himself is amazing, because despite being one of the biggest stars in the world of football, he’s so humble,” Hofmann said.

His Instagram following has grown from 40 million to 60 million throughout the tournament.

His vlogs, where he documents his adventures across America, have several million views on YouTube. In one video, he visits Wild Bill’s Western Store in Dallas, Texas, to buy a cowboy hat and boots.

“I’m looking forward to walking out on the street and doing this,” he says, while tipping his hat.

For much of the video, he dons a T-shirt reading: “Y’all can kiss my Dallas.”

“I think we should keep him!” one Texan commented on Instagram.

“Texas looks good on you!” commented another.

“We’re all rooting for Erling Haaland,” said Marie, an American woman attending a Norwegian celebration in Miami, Florida.

“We’ve all fallen in love with him,” she told BBC Mundo. “He’s goofy and he’s a beast.”

“I’m entranced by Mr Haaland,” said Miami resident Robert, speaking to BBC Mundo. “He’s a machine, that guy. Terminator, move over.”

Robert organised a Norwegian-style “row” with 10 of his pickleball friends in Miami Beach on Friday morning, inspired by clips of the Norwegian team on social media.

“For us Americans who don’t know a lot about soccer… it’s wonderful, he’s amazing.”

The Norwegian striker also seems quite fond of America.

“People are so nice here,” Haaland said in one of his vlogs. “They’re so positive. I don’t know what it is, they’re just enjoying life.”

“I’m definitely coming back here,” he added.

At a recent press conference, Haaland was asked about his new American fans.

“I like the Americans, I think they are kind of hilarious as well,” he said. “They are funny, I like the way they are.”

Haaland also engages directly with his fans, to their delight.

One Instagram user posted a video of a spring onion with the text: “Am I losing it or does this green onion look like Haaland?”

The footballer’s comment (a gif of a dog in a car, raising its eyebrows as the car window rolls up) has nearly 1.5 million likes.

The spring onion comparisons have gained traction in unexpected corners of the internet.

Florida congresswoman Anna Paulina Luna asked her followers on X whether they would support Norway or England in the quarter finals on Saturday.

She then posted the spring onion video, writing: “Just so everyone knows where I stand”, paired with a Norwegian flag emoji.

Will Haaland’s American adventures continue? It all depends on the fallout of Saturday’s quarter finals match against England, when the Norwegian will face off against his former teammate Jude Bellingham in Miami.

The two played together for two seasons at Borussia Dortmund between 2020-22 and became fast friends. In one viral clip, Bellingham interrupted an interview to plant a kiss on a smiling Haaland’s cheek.

Fan-edited montages of the pair embracing, giggling and jumping into each other’s arms are all over social media.

The two have remained pals, even after Haaland joined Manchester City and Bellingham made the move to Real Madrid.

When the pair met for a Champions League match, Bellingham briefly rested his head on the 6ft 5in (195cm) Norwegian striker in the lead-up to a corner kick.

Cue social media frenzy.

This is the first time the two friends will play each other in a World Cup. A spot in the semi finals is on the line.

Regardless of the result, if you ask Americans, Haaland is already a winner.