U.S. broadcaster CNN spent three consecutive days visiting a market stall in Seoul to meet the famous Namdaemun Scarf Guy, but the interview ultimately failed to materialize.
As global attention mounts following his sudden online popularity driven by witty banter and a unique sales style, international media outlets have rushed to cover the everyday merchant.
CNN reported on the 15th (local time) that it visited Namdaemun Market for three days to cover South Korea’s viral sensation. On the final day, reporters briefly caught him as he came out to close his shop, but he simply smiled bashfully, waved off the interview request, and retreated inside.
CNN noted that the crowds gathering outside his shop were not solely there to buy scarves. One visitor, who traveled an hour and a half from Incheon, shared that she hadn’t managed to meet him yet but hoped to return soon, adding that she was drawn to his friendly and quirky conversational tone rather than the merchandise itself.
The merchant gained widespread fame by selling six scarves for 10,000 won while casually joking with customers and telling them not to buy. Videos of him playfully discouraging purchases with lines like "Don’t waste your money, it doesn’t suit you, sister" quickly spread across social media, drawing hundreds of daily visitors and selling out his online stock.
British daily The Guardian also featured him on the 12th as "the hottest person right now," highlighting the bustling market scene complete with hour-long queues and private security guards to illustrate how an ordinary traditional market vendor evolved into a social media star.
He has even earned the nickname "Scarfrio," a portmanteau of scarves and Hollywood actor Leonardo DiCaprio. CNN evaluated his reverse-psychology sales tactic as the exact opposite of forced selling, noting that while it playfully subverts customer psychology, it undeniably works.
CNN added that despite turning down countless interview requests, he shows no interest in chasing the dreams of a traditional influencer, even in an era where everyone seems to want to become a viral star.
However, his sudden fame has also brought unintended pressure. As massive crowds packed the narrow market alleys, disrupting neighboring businesses and requiring police intervention to manage congestion, the merchant recently took to social media to express deep anxiety and a sense of heavy pressure, offering a public apology to nearby vendors.
