The South Korean street vendor famous for telling customers not to buy his scarves has sold out his entire stock online, days after huge crowds forced repeated closures of his physical stall at Seoul's Namdaemun Market.
According to CNA, the merchant's Naver Smart Store, launched under the name Namdaemun Dadaguri, recorded more than 150,000 cumulative visits as of Thursday morning (Nov 12), including over 85,700 on that day alone. Every product listed had sold out.
From 'don't buy' to sold out
Known locally as the Namdaemun Scarf Ajeossi, or scarf uncle, the vendor built his following on an unusual sales pitch: discouraging purchases. Videos circulating since late October show him telling shoppers, “It doesn't suit you. Don't buy it”, and asking, “Why buy something you won't even use?“ His blunt, humorous banter with customers, many of them middle-aged ajumma, drew millions of views on social media.
Fans have since nicknamed him Scarfrio, a portmanteau of scarf and Leonardo DiCaprio. His real name remains undisclosed.
The online store offered six scarves for 10,000 won (US$7.50), plus a 3,000 won delivery charge, Seoul Economic Daily reported. Buyers cannot choose their designs; the seller picks six himself. The product listing carries the same warning against excessive spending that made him famous, a rare case of a merchant building a brand on anti-consumerism.
Crowd control at Namdaemun Market
The viral attention soon became a logistics problem. Namdaemun is South Korea's oldest and largest traditional market, and the crowds around the stall blocked walkways and neighbouring shops.
Police were called on Nov 4, and the vendor closed his stall the next day for safety checks, according to Maeil Business Newspaper. Private security personnel were later deployed, and the shop has shut temporarily several times since. The Straits Times reported that the latest closure came around 11.30am on Wednesday, with the stall remaining shut that afternoon.
Some neighbouring traders welcomed the extra foot traffic; others complained that the crowds blocked access to their businesses, The Guardian reported. The seller has stopped publicising his operating hours and apologised to nearby merchants for the disruption.
The economics of reverse marketing
The case is a striking example of how authenticity, even anti-sales authenticity, converts into demand. The vendor said he opened the online shop after receiving numerous customer requests, as crowds at the stall had become unmanageable, Korea JoongAng Daily reported.
The refusal to monetise extends further. He recently suspended Super Thanks, a YouTube feature allowing paid viewer contributions.
“I still feel a little uncomfortable and cautious about receiving support,” he told Maeil Business Newspaper.
His fame has drawn visitors from across South Korea, celebrity photo visits, and a tribute from broadcaster Jang Seong-kyu, who called him “the guy I envy most these days”.
FAQ
Who is the Namdaemun Scarf Uncle?
He is a scarf vendor at Seoul's Namdaemun Market who became famous in late October 2026 for humorously discouraging customers from buying his scarves. His real name is not public.
How much do the scarves cost?
Six scarves cost 10,000 won (US$7.50) online, with an additional 3,000 won delivery charge. The seller selects the six designs himself.
Why did he open an online store?
Crowds at his physical stall became too large to manage, prompting safety concerns and repeated temporary closures, so he moved sales to Naver's Smart Store platform.