"I Told Them Not to Buy, and Even More Customers Flocked In"... Namdaemun's "Scarf-rio" Ended Up Hiring Security Guards Too

Hires safety personnel directly amid concerns over potential accidents

“Scarf Uncle,” a seller at Namdaemun Market in Seoul who has become popular on social media, reportedly hired private security guards.

“Scarf Uncle” sells scarves with witty banter at Hanyangsa in Namdaemun Market. Screenshot from social media (SNS)

According to Yonhap News TV on November 6, the so-called “Scarf Uncle,” who sells scarves with witty banter at Hanyangsa in Namdaemun Market, stationed three employees from a private security firm in front of the store starting that morning. The move was intended to prevent accidents that could occur when too many visitors crowd the area and to maintain order in the market.

A representative of the Namdaemun Market merchants’ association told Yonhap News TV, “Hanyangsa, the scarf store, hired the safety personnel directly,” adding, “The market is also doing its best to ensure that no safety issues arise.”

According to posts on various social media platforms, the security firm’s employees, wearing yellow fluorescent vests, set up barriers around Hanyangsa and directed customers gathered outside the store to line up.

Private security personnel stationed in front of Hanyangsa at Namdaemun Market. Yonhap News TV

Scarf Uncle first became known for his unusual sales pitches, in which he tells customers not to buy anything. Despite selling six scarves for the low price of 10,000 won, he discourages shoppers from buying them, saying things like, “You’re overspending,” “Even if you take it home, you won’t use it,” “It’ll look even worse when you get home,” and “Just use it to wipe your sweat; don’t go around wearing it.” When customers browse the scarves covering his stall, he also wins them over with lines such as, “Don’t be so polite. You have to flip them over to see the other designs.” He has also earned nicknames such as “Scarf-rio” and “Scarf Eun-woo,” combining “scarf” with the names of actors Leonardo DiCaprio and Cha Eun-woo.

As more people came to hear Scarf Uncle’s banter in person or take photos, safety concerns arose. With the crowds becoming too large, he temporarily closed the store on October 31. He reopened on November 4 after taking a few days off, but the situation had not changed. That day, the police were even called to the scene, causing a commotion.

Scarf Uncle eventually suspended business again on November 5. On his social media account, he shared his feelings, saying, “Honestly, with so much unexpected attention and affection lately, I feel an enormous burden and anxiety deep down,” and “With so many people coming at once, it’s difficult to properly greet and talk with them, and I’ve unintentionally caused inconvenience to the neighboring merchants.”

Meanwhile, according to the Seoul Metropolitan Government’s tourism and consumption trends data, card sales at tourism-related businesses around Namdaemun Market’s Jayu Shopping Center area totaled 109.181 billion won from January to September this year, up 7.5% from the same period last year. Sales to foreign customers surged 65.6% over the same period.

This content was produced with the assistance of AI translation services.