Hundreds of Norwegian football fans recently gathered in New York City's Times Square to perform a synchronized rowing gesture meant to evoke a Viking longship. This ritual has emerged as a prominent symbol during Norway’s first men’s World Cup appearance since 1998. Having won their first two group matches, the team secured advancement to the next round ahead of their game against France.

The chant, accompanied by fans mimicking rowing motions often while wearing Viking-style helmets, originated with Ole Frøystad, a 39-year-old primary school teacher from a small island on Norway’s west coast. Frøystad, a member of the Norwegian national team’s supporter group “Oil Mountain,” said witnessing the collective response in Times Square was a surreal experience. The gesture was first introduced during a warm-up match against Sweden earlier in June.

What began with fans has since permeated various levels of Norwegian society. Members of parliament have performed the rowing routine during sessions, Prime Minister Jonas Gahr Støre has taken part, and even members of the royal family have joined in. The phenomenon also inspired a song called “Viking blood,” which topped Norway’s Spotify charts. The track’s lyrics reference historical Viking conquests and assert a cultural connection to North America, citing the Battle of Stiklestad in 1030 where King Olav Haraldsson was killed.

The trend has drawn mixed reactions within Norway. Some officials praised it for raising Norway’s international profile, with one calling it a moment that effectively “puts Norway on the map.” Others found the parliamentary rowing display “extremely embarrassing.” For many Norwegians, the World Cup is a rare opportunity for global attention, amplified by the presence of football stars Erling Haaland and captain Martin Ødegaard, both prominent figures in the English Premier League. Haaland notably scored four goals in Norway’s initial matches against Iraq and Senegal.

While the collective enthusiasm is notable, some observers highlight social pressures associated with the trending display. Emil Anners Lappen, a 24-year-old forestry manager, gained attention after cameras caught him not participating in the rowing during a match, an act at odds with Norwegian social norms emphasizing conformity, often described by the principle of Janteloven. Lappen expressed no objection to the Viking theme itself but found the compulsory nature of the rowing overwhelming.

Cultural commentators contend the viral Viking imagery taps into a complex facet of Norwegian identity. Janne Stigen Drangsholt, an academic, noted the conformity that encourages participation, remarking, “We trust the state. We do what we are told.” Some critics question the appropriateness of celebrating Viking heritage, pointing to the historical associations with violence and plunder that contrast with modern Norway’s image as a peace mediator. A European diplomat warned that the Viking symbolism, occasionally linked to Nazi exploitation of Norse mythology, could become problematic if that connection is widely made.

Supporters like Frøystad emphasize the narrative of Vikings as explorers rather than conquerors, highlighting Norse seafaring achievements such as reaching North America long before Columbus. As Norway enjoys this moment on the global stage, the rowing ritual remains both a source of national pride and debate over how the country’s past is portrayed today.