Imagine your brand gaining millions of followers overnight on Douyin (China's TikTok), just like Qatar's "Little Prince" did during the World Cup. This wasn't a fantasy—it actually happened. The young Qatari royal, whose resemblance to the tournament's mascot "La'eeb" made him an internet sensation, became a cultural phenomenon that drove massive sales of World Cup merchandise.
1. The Making of a Viral Sensation
According to Feigua data, the "Little Prince" topped Douyin's November growth charts by gaining 9.28 million followers in a single week—an unprecedented achievement that demonstrated both personal appeal and platform strategy.
- World Cup Momentum: His uncanny resemblance to mascot La'eeb created instant viral potential.
- Platform Amplification: Douyin aggressively promoted content featuring both the prince and mascot through videos and stickers.
- Record-Breaking Debut: His first video on November 27 garnered 8.5 million followers and 7 million likes overnight, demonstrating concentrated platform support.
2. User-Generated Content Fuels the Fire
The phenomenon evolved beyond the prince himself into a participatory cultural moment. Users created matchstick art, impersonations, pixel drawings, and custom stickers—all contributing to exponential reach.
- The hashtag #LittlePrinceJoinsDouyin achieved 73.34 million views as users clamored for live streams and engagement.
- These trends became self-perpetuating as new creators jumped on what became known as the "traffic password" for visibility.
3. The Merchandising Gold Rush
Entrepreneurs quickly capitalized on the trend. Sales of La'eeb-themed phone cases and hats surged, with official mascot merchandise seeing a 2,000% sales increase on Douyin's e-commerce platform.
Other World Cup products experienced similar booms:
- Jersey sales increased 513% year-over-year
- Vuvuzela-style horns grew 298%
- Table football games rose 197%
4. Douyin's Strategic Play
Douyin's heavy promotion of the Qatari royal wasn't accidental. As the exclusive digital broadcaster for the 2022 World Cup, the platform sought to:
- Maximize its international brand recognition
- Retain engagement within its ecosystem
- Monetize traffic through sponsored content and e-commerce integrations
5. The Power of Interest-Based Commerce
The tournament demonstrated Douyin's ability to merge content with commerce. Partnerships with official sponsors like Adidas, Coca-Cola, and Vivo resulted in:
- Precisely targeted product recommendations to football fans
- Nearly 100% sales growth for authorized merchants during the tournament
6. Replicating the Formula
While the "Little Prince" phenomenon involved unique circumstances, its lessons remain applicable:
- Identify and leverage timely cultural moments
- Develop distinctive, shareable content
- Collaborate with platforms for amplification
- Encourage participatory engagement
- Implement precision marketing tactics
The Qatari royal's unexpected stardom illustrates how cultural moments, platform strategy, and commercial opportunity can converge to create extraordinary results. For brands seeking breakout success, these principles offer a roadmap—though execution requires both preparation and opportunism.