In the summer of 2022 a small population of Pseudognaphalium undulatum was discovered in Roeselare (province of West-Flanders). Although the original population was almost entirely cleared, in 2023 many dozens of new plants were discovered in the surroundings, some almost half a kilometer away from the source population. It seems that the species is becoming established locally. This (predominantly South-) African weed is naturalized in western France and the Channel Islands (Great Britain) for more than two centuries, and has recently locally established itself elsewhere in Europe as well (Italy, the Netherlands). In Belgium, the species was previously seen only between 1893 and 1906, when it was unintentionally introduced as a rare wool alien in the Vesdre valley. This contribution discusses the morphology and differences compared to other species, and the opportunities for further expansion. ...