Some moments linger longer than goals.
After Norway defeated Senegal 3-2, Erling Haaland immediately turned to the stands. As Martin Ødegaard began to beat a drum, Haaland mimicked rowing motions, prompting the crowd to follow suit in unison. This was the so-called "Viking Row," a gesture reminiscent of Viking warriors rowing their ships.
This moment was neither a goal, a tackle, nor a crucial save. However, it spread rapidly on social media, gaining traction as quickly as the match highlights due to its simplicity and intensity.
At the same time, a different kind of cheering culture was emerging in South Korea. The YouTube channel "Soccer Will Be the Music" created an AI cheer song that combined a Portuguese chant with Korean slogans, amassing over 1.6 million views in just two months. On Instagram, more than 1,700 reels featuring this audio were uploaded, with one dance team's video reaching 9 million views, 636,000 likes, and 95,000 shares.
In Dallas, after England's 4-2 victory over Croatia, around 20,000 fans remained in their seats, singing Oasis's "Wonderwall" at the top of their lungs. This Britpop classic, released in 1995, saw a 50% increase in Spotify streams in the UK within days, with a remastered version generating 1.71 million plays in a single day.
At the 2026 World Cup, cheering has evolved into a form of content that is filmed, edited, and shared just as much as the matches themselves.
Norway's "Viking Row" requires no song, lyrics, or prior knowledge. Fans simply need to move in rhythm.
Spectators sit in a boat-like formation, rowing in time with the drumbeat. They shout "ro (row)" in Norwegian and erupt in cheers at the climax. Inspired by Iceland's "Viking Clap" from the 2016 Euro, this cheer has spread beyond the stadium to escalators, subways, Times Square, and even the Norwegian Parliament, as it requires no words.
The trend began before the tournament. Videos of Norwegian lawmakers mimicking the Viking Row garnered 140,000 views, while a clip of Haaland leading the cheer after the victory over Senegal reached 210,000 views. An AP video capturing the crowd in Times Square surpassed 170,000 views.
What these videos have in common is that none feature actual game footage. Instead, they showcase cheering moments created before or after the match that spread rapidly on TikTok and Instagram.
The national team has actively fostered this atmosphere. Returning to the finals for the first time in 28 years since 1998, Norway released a Viking-themed photo shoot before the tournament. The entire squad, including Haaland, who scored 16 goals in eight European qualifying matches, donned helmets, shields, and armor for the shoot. The football media outlet 433 shared the photo on X, stating, "Norway's World Cup group shot is truly impressive," while Haaland posted his Viking image with the caption "Viking blood."
However, not everyone welcomed this concept. The Norwegian daily Aftenposten reported criticism that the warrior image was overly masculine and exclusive. The Norwegian Football Association explained that the intention was to emphasize community spirit, courage, and solidarity.
The singalong of England's "Wonderwall" was no coincidence.
The singalong of England's "Wonderwall" differed from Norway's approach. It was not merely a gesture but a matter of shared memory and not entirely spontaneous.
For this World Cup, all participating countries submitted pre-approved playlists in collaboration with fan groups. England's selections included "Wonderwall," along with The Beatles' "Hey Jude" and Neil Diamond's "Sweet Caroline." "Wonderwall" was already playing in the stadium before the match. However, no one anticipated the reaction that followed the game.
Formed in Manchester in 1991, Oasis is a defining band of the Britpop era. "Wonderwall" encapsulates the sentiment of a generation that believed British music could conquer the world, surpassing 1.7 billion streams on Spotify.
The 20,000 fans singing this song in Dallas was not just a simple singalong; it was a moment where memories shared across generations came alive in the stadium. Players, including Jude Bellingham, were seen singing along, and captain Harry Kane described it as "one of my favorite moments in an England shirt."
The timing was also perfect. Oasis had just completed a reunion tour after more than a decade in 2025. The Gallagher brothers even took notice of the Dallas footage. Noel told The Sun, "'Wonderwall' is now the people's song," while Liam remarked on X after Spotify reported a 50% surge in streams that the song is a "classic" and that he sang it "BIBLICAL-ly."
South Korea's AI cheer song emerged outside the stadium first.
The South Korean example presents a different narrative, perhaps illustrating where fan culture is headed in the future.
While Norway and England's cheering moments originated in the stadium and spread online, South Korea's AI cheer song was created online first and then made its way to the stadium.
Since 2002, the chant "Dae-han-min-guk" and the Red Devils' street cheering have become symbols of South Korean football identity. This tournament has added a new layer to that identity.
During the match against the Czech Republic, real-time population data indicated that between 12,000 and 14,000 people gathered in Gwanghwamun Square. For the match against Mexico, at least 18,000 fans showed up, prompting organizers to secure additional cheering space.
With the addition of the AI cheer song, even overseas creators unrelated to South Korea began making their own videos using this audio. Now, this song serves not just as a cheer but as a material for creating content.
Lee Seong-ho, a 35-year-old restaurant owner in Gangnam, has been observing these changes on his phone for weeks before joining the street cheering for the Mexico match in Gwanghwamun.
"In the past, we would chant 'Dae-han-min-guk' to the beat of a big drum or sing 'Oh, victory Korea' together. But now, social media plays a much larger role. Foreigners are mimicking Korean cheers, and videos supporting the Korean team are continuously being uploaded. It's a sight we rarely saw before."
His first encounter with the AI cheer song was also by chance.
"The first video I saw featured a Latina woman doing Korean-style face painting. The painting stages changed with the beat, and I found it stuck in my head. Later, I searched for it. It felt like someone had really put effort into creating it."
Ultimately, they all share a common language. At first glance, the three examples seem entirely different. However, the way they spread on social media is remarkably similar: short, intense, collective, and easy to replicate.
Meaning is conveyed in seconds, making them easily digestible and shareable. The key now is not how loudly the crowd cheers but how far that moment spreads once it leaves the stadium.
The Viking Row requires no explanation. It’s a gesture that can be mimicked immediately upon seeing it.
Conversely, "Wonderwall" requires context to resonate. The emotions of Oasis, Britpop, and the England fans who already cherished the song must all come together for the moment to be complete. South Korea's AI cheer song operates differently, drawing in even those unfamiliar with Korean football because the audio is designed for anyone to use.
Cheering once focused solely on the players and the moment in the stadium. Now, that focus has shifted beyond the stadium, reaching even the screens of those who were not in the stands and may not have even watched the game.
* This article has been translated by AI.
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