Cult: A religion or sect considered to be false, unorthodox, or extremist, with members often living outside of conventional society under the direction of a charismatic leader.

His story has popped up in advertisements for lingerie and a travel agency. His face appears on merchandise ranging from T-shirts to skateboards. His deeds are celebrated in works by artists and musicians.

Meet Edward Snowden, Germany’s latest pop culture icon...

To find parallels for Mr. Snowden’s current cult-hero status in Germany, you have to go back to Che Guevara or Ho Chi Minh, said Johannes Krempl, an advertising executive in Berlin.