Known as the "Namdaemun Scarf Uncle," the merchant established a digital storefront on the Naver Smart Store platform after in-person crowds became unmanageable. The online move proved immediately successful, selling out bundled packages of six randomly selected scarves offered at 10,000 won (US$7.50). The overwhelming street traffic had previously forced police interventions, prompted the merchant to hire private security, and led him to hide his daily operating hours. Moving online offers the vendor a practical way to satisfy widespread customer demand while easing safety pressures on the historic market.
Key points
Unconventional social media marketing urging shoppers not to overspend generated massive…: Unconventional social media marketing urging shoppers not to overspend generated massive real-world foot traffic and celebrity attention.
Severe physical overcrowding at historic market stalls forced the vendor to hire private…: Severe physical overcrowding at historic market stalls forced the vendor to hire private security and keep his operating hours secret.
Shifting sales to an online platform helped alleviate public safety risks while keeping p…: Shifting sales to an online platform helped alleviate public safety risks while keeping product transactions fully operational.
Sources checked by our analysis pipeline: 1
The vendor, nicknamed "Scarf Uncle", has attracted huge crowds to Seoul's Namdaemun Market with his humorous attempts to discourage customers from spending money.
SINGAPORE: A South Korean scarf seller who became an internet sensation for telling customers not to buy his products has sold out his wares after opening an online shop.
Known as the "Namdaemun Scarf Ajeossi” or “Namdaemun Scarf Uncle", the merchant has become an unlikely celebrity through videos of his humorous exchanges with customers, particularly middle-aged women, telling them not overspend and not to buy his scarves.
His online store Namdaemun Dadaguri, hosted on South Korean Naver Smart Store platform, recorded over 150,000 cumulative visits as of Thursday morning (Nov 12), including more than 85,700 on that date alone, according to Korean media reports. All products listed for sale had sold out.
Customers could buy six scarves for 10,000 won (US$7.50), with an additional delivery charge of 3,000 won.
Unlike at his physical stall at Seoul's historic Namdaemun Market, online customers cannot choose their scarves. Instead, the seller selects six designs and sends them to buyers.
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