The Scarf Guy, the Coffee Guy, and Namdaemun's Unexpected Internet Fame

Six scarves for ₩10,000 and a barista who's become an unexpected internet crush. Just another day in Namdaemun, apparently. AI-generated image.

One sells scarves while making fun of them. The other apparently became an internet crush just by showing up to work.

There's a man at Seoul's Namdaemun Market selling six scarves for 10,000 won (approximately $7.55 USD), and apparently, part of his sales strategy involves making fun of the very scarves he's trying to sell. Somehow, it's working.

Known online as the Namdaemun scarf guy (남대문 스카프 아저씨), he's been getting attention on Korean social media for his rather unusual approach to customer service. At roughly 1,667 won ($1.26) per scarf, they're cheaper than a 2,000-won ($1.51) hotteok, but judging by the videos circulating online, people seem just as entertained by the man selling them as they are interested in the bargain.

Instead of carefully arranging his merchandise and telling everyone how beautiful the scarves are, he has customers digging through piles of them while offering his own running commentary. His humor seems to involve teasing shoppers about their selections and encouraging them to keep searching for better patterns, all while joking that the scarves might not look quite as impressive once they're unfolded at home.

It's the kind of sales pitch that makes you wonder whether he's trying to sell the scarves or talk people out of buying them.

And yet, there they are, digging through the piles.

I can understand why people find him entertaining. There's something refreshing about a salesperson who doesn't seem particularly interested in convincing you that everything he's selling is wonderful. He's not promising luxury or pretending that a 1,667-won scarf is some incredible fashion discovery. He's selling inexpensive scarves, making jokes, and apparently having a pretty good time doing it.

If you've spent time shopping at traditional Korean markets, you've probably encountered vendors with similarly memorable personalities. Some are incredibly persuasive, some are wonderfully blunt, and others seem to have an opinion about everything you're buying. A quick shopping trip can turn into an unexpected conversation, and sometimes you end up purchasing something simply because the person selling it was so entertaining.

The scarf guy takes that familiar market experience and turns it into something people want to film. I wouldn't be surprised if some customers are showing up less for the scarves and more for the chance to hear what he'll say to them.

And speaking of unexpected internet celebrities, apparently Namdaemun has another one.

This time, it's not a vendor with a talent for entertaining customers. It's a coffee shop employee who, according to social media, is ridiculously handsome.

In September, a woman reportedly posted on Threads about an employee at Namdaemun Coffee (남대문커피), a small coffee shop near the market, whom she had noticed during her morning commute. Apparently, she found him so attractive that keeping the discovery to herself was no longer an option.

The post began circulating, and people started commenting on his appearance, with some reportedly comparing him to BTS's Jungkook, actor Seo Kang-joon, and Kim Seon-ho.

That's quite a collection of celebrity comparisons for someone who was probably just trying to make coffee and get through his shift.

While the attention might seem harmless at first, I can't help wondering how the employee feels about suddenly becoming the subject of online conversations. After all, there's a difference between appreciating someone's looks and turning their workplace into a place where strangers show up hoping to see them.

Still, I find it amusing that two completely different people from the same neighborhood have become topics of conversation online, one because of what comes out of his mouth and the other because of what he looks like.

And of all places, Namdaemun.

I've always associated traditional Korean markets with a certain kind of shopping experience that's difficult to replicate in modern department stores or shopping malls. There's the noise, the crowded aisles, the vendors calling out to customers, and the occasional unsolicited advice about what you should or shouldn't buy. It's not always the most relaxing way to shop, but that's also part of what makes it memorable.

The scarf guy reminds me of that familiar market atmosphere, where the person behind the counter can be just as much a part of the experience as whatever you're there to buy. The difference now is that someone can record a few minutes of that interaction, post it online, and suddenly thousands of people who weren't even looking for scarves know about him.

The coffee guy's situation is a little different, and hopefully the attention dies down enough for him to work comfortably. Being attractive shouldn't mean having your work schedule become public information.

As for the scarf guy, I have to admit that the videos have made me curious. Six scarves for 10,000 won isn't a bad deal, although I'm not entirely sure what I'd do with six scarves.

Then again, I don't think I'd be going just for the scarves.

I'd probably be too busy listening to what he has to say about the ones I'm picking out.