Don't waste your money, it doesn't suit you! How an honest scarf salesman from Seoul became a star

At Namdaemun Market in Seoul, a local merchant has revoked marketing laws. Instead of persuading people to buy a product, the man honestly warns them if the thing does not suit them. For six scarves, he charges mere pennies – a little more than a dollar apiece, but customers are willing to stand behind them for hours.

The secret of hype lies not only in prices. The charming merchant was nicknamed “Charfrio” for his resemblance to the young Leonardo DiCaprio. His videos, where he ruthlessly but kindly criticizes the choice of buyers, scattered on social networks, gaining millions of views.

Now crowds of fans from all over the country flock to its counter. Some women have not entered the market for decades, but for the sake of meeting with the "uncle scarves" are ready to stand in line for a long time. To avoid the stampede, they had to introduce a system of coupons and hire private security along with the police.

However, the story turned out to have a bitter taste. Neighbors in the market are furious: fans blocked the aisles, and many come just for selfies, not buying anything. Due to the chaos, the seller even had to urgently close the shop.

The hero himself admitted that sudden fame was a difficult test for him. After apologizing to colleagues for the inconvenience, he stopped announcing the work schedule to at least slightly reduce the degree of insanity.