“Scarf-rio Is Back” ... Namdaemun’s Scarf Man Returns to Work Four Days After Suspending Business

[Financial News] The “Namdaemun scarf man,” who temporarily suspended business after visitors flocked to his shop, announced that he was returning to work four days later. Thousands of comments followed after he posted a video and a message reading “On my way to work” on his social media account.
On the 4th, A, who runs a scarf shop in Namdaemun Market in Jung District, Seoul, posted the words “On my way to work” on Instagram. He also shared a short video, four days after deciding to close temporarily on October 31 due to safety concerns.
In the video, A was walking with Namdaemun in the background. Unlike his usual self, cracking blunt jokes to customers, this time he merely glanced at the camera and said nothing.
A also indicated that posting videos was unfamiliar to him. He wrote in a comment, “People around me kept telling me to engage more, so I’m trying to post, but it’s not really my thing, haha.”
Comments imitating A’s distinctive way of speaking appeared below the video. Online users welcomed the news that he was back at work, writing, “You’ve got to say something, haven’t you?” and “How does it feel like he’s talking when he isn’t saying a word?”
Some responses imagined what A might be thinking as he silently looked at the camera. One online user commented, “I have to look at the camera, but this isn’t my thing, and what on earth is going on with all this popularity?”
Other comments cheering A on included “Scarf-rio” and “Please engage with us once a day.” Some online users said, “I see him every day on Shorts, so it feels like I know him,” and “I don’t even check the Instagram accounts of people I know, but I find myself waiting for updates from the shop owner.”
A sells six scarves for 10,000 won at Hanyangsa in Namdaemun Market. He recently became famous after videos of his conversations with customers spread on social media.
His unusual sales approach—in which he discourages customers from buying rather than urging them to make a purchase—has become popular. His blunt way of speaking and his actions, which differ from the typical approach of merchants, have made people laugh.
A actually discourages customers who are choosing items, telling them, “You’re overspending right now. Even if you buy it, you won’t use it when you get home,” and, “Ma’am, just browse. It doesn’t suit you, so don’t buy it.”
He also tells customers who don’t look through the scarves carefully, “You have to dig all the way to the bottom to find the pretty ones, but you’re too lazy and keep choosing from the top.”
He is just as blunt when judging the merchandise. A calls items he doesn’t like “crap” and says, “Use it as a mat in a doghouse.” At times, he tells customers to just browse, saying, “Don’t buy anything—just rub it and leave.”
As A’s curt manner, wry expressions and spontaneous exchanges with customers became known, views of the related videos also increased. Some videos have surpassed 4 million views. The Instagram account he opened on October 28 passed 30,000 followers in just a week.
However, the sharp rise in visitors also disrupted business for market merchants. The narrow market alleys became congested as crowds included not only customers hoping to buy scarves but also people wanting to hear A speak in person or take photos.
Taking visitors’ safety and the surrounding business environment into account, A decided to temporarily close his shop on October 31. At the time, he announced the temporary closure, saying, “For everyone’s safety, I’ll get things reorganized and take care of myself before I come back.”
Visitors had gathered in front of the shop when he announced the closure. A told them, “I want to make money too, but this isn’t right,” adding, “I can’t handle this many people. It’s beyond control.”
He went on to say, “There’s plenty of merchandise, but I’m not going to sell it,” and asked them to just take photos and leave.
On the 3rd, he decided not to announce the shop’s opening and closing times for the time being, in order to prevent visitors from all arriving at once.
On his YouTube channel “Namdaemun Dadaguri,” A said, “To prevent safety incidents and avoid inconveniencing neighboring merchants, I’ve decided not to announce the shop’s opening or closing times for the time being and to conduct business according to the situation on site.”
He also apologized that visitors might be inconvenienced by the lack of published business hours. “I’m most sorry that people might come from far away and end up making a wasted trip,” A said, asking for understanding while adding that it was “an unavoidable decision for everyone’s safety and livelihood.”


[email protected] Han Seung-gon Reporter