‘He’s the hottest thing right now’: how a $1 scarf seller became Seoul’s biggest attraction

By mid-morning, the main alley of Namdaemun market in Seoul is ringed with private security guards and police as a queue shuffles forward behind a cordon. Most in line are middle-aged women who have waited over an hour. At the center of this frenzy is a stall holder selling scarves at six for 10,000 won (about $6.80), roughly $1.15 each. Known as 'scarf ajeossi' or scarf uncle, he has become a national sensation for his unconventional sales technique of talking customers out of purchases.

The salesman's affectionate bluntness and amusing style, coupled with praise for his looks, have propelled him to social media stardom. Customers and livestreamers flock to the market, with clips racking up millions of views online. 'He's really famous. He's the hottest thing right now,' says Lee Mi-hwa, who traveled from Yongin, about 35km south of Seoul, after seeing him on YouTube.

Social media phenomenon

The scarf seller, who doesn't publicize his real name, has earned nicknames like 'Scarfrio' – a mashup of scarf and Leonardo DiCaprio – in reference to his rugged looks and easy charm. 'He's so handsome,' says one woman in the queue. His appeal has led him to open Instagram and YouTube accounts, where he continues to gain millions of views.

Market impact

Namdaemun, South Korea's oldest and largest traditional market, has long been synonymous with aggressive sales tactics. Now, passersby stop asking whether a celebrity is inside due to the commotion, while YouTubers livestream the chaos. Lee Ji-hyun joined the queue at 10am and reached the front at 11:20am. 'I finally got some,' she says excitedly. 'The way he talks is so lovely. A man like that deserves to do well, so I came to cheer him on, and I ended up buying.'

As his popularity grew, the scarf seller had to shut up shop several times, with police called to manage the crowds. In early November, private security was hired and he stopped announcing his opening hours. The crowds have spilled into neighboring alleys, affecting other businesses. 'Business is bad. The passage next to me gets blocked and it's really hard on me,' says Moon, a shoe seller who has worked at the market for over 30 years.

Mixed reactions

Not everyone is pleased with the attention. While some neighboring businesses suffer from blocked access and reduced foot traffic, others benefit from the increased overall market traffic. 'There are a lot of people coming to the market, so for the market as a whole it's a good thing,' says Bae Jong-min, who sells scarves next door. 'But I do worry about crowding issues.' The scarf seller himself has expressed stress from the sudden fame.

Despite the disruptions, the phenomenon has brought renewed attention to Namdaemun market. Lee Ji-hyun, who hadn't visited in 30 years despite living in Seoul, now plans to return monthly. 'If I need something I go to the supermarket, I never thought about coming to this market,' she says. 'I now plan to come once a month.'