Namdaemun 'scarf ajeossi' opens up about 'enormous burden and anxiety' over sudden fame

The "Namdaemun scarf ajeossi," a market vendor who shot to fame for sharp and witty sales patter, has spoken out about the pressure of sudden celebrity.

On Thursday, a video appeared on the YouTube channel "Namdaemun Dadaguri," run by vendor A, who sells scarves at Namdaemun Market. The clip showed the vendor wrapping up for the day on Wednesday — tidying packaging and clearing the stall after closing.

The vendor added subtitles to the video to share some personal thoughts. "Today, too, the day flew by in a blur," the vendor wrote, explaining why the clip showed only silent tidying with no commentary. "The funny lines come naturally and I get into the groove when I toss the scarves onto the display and customers are crowding around in front of me — but the moment a camera turns on, I still feel awkward and the words just won't come."

"Honestly, there is an enormous sense of burden and anxiety in one corner of my heart, because I have been receiving so much unexpected attention and love lately," the vendor said. Expressing concern that surging crowds could lead to someone getting hurt, the vendor added: "It is also true that I feel a little afraid of what lies ahead."

The vendor offered heartfelt thanks to everyone who had made the trip to the market. "To all of you who took time out of your busy and tiring days to make the difficult journey here, I bow my head and offer my deepest gratitude," the vendor wrote, then added a warm reminder: "The morning and evening wind has turned quite chilly, so please dress warmly and layer up before heading out."

Addressing subscribers, the vendor wrote: "There is still so much I do not know, and I think I will have to keep learning and stumbling through many trials and errors going forward. Even if you see me looking clumsy and falling short, please be generous with your understanding. If you stay with me with warm encouragement, it will be an immense source of strength."

The vendor also announced a closure Thursday for a safety inspection.

The video quickly surpassed 100,000 views.

Commenters responded warmly. "This kind of ordinary, everyday life seems to give warm strength to people who feel listless," one wrote. Another said: "The writing feels sincere — now I understand why people love this vendor so much." Others added: "There haven't been many exciting things lately, but the vendor's words are such a comfort, and I never knew the sound of older women laughing like schoolgirls could be this healing" and "Not only is the sales talk great, but the writing is also genuine. I'm moved."

A separate video also spread widely online — showing the vendor reopening Wednesday after a temporary closure announced Saturday over safety concerns. The clip drew considerable attention.

The scene resembled a fan signing event or a product launch queue, with customers jostling to buy scarves while a crowd held up phones to capture photos and video. The vendor waved back at the crowd with both hands. "I think I'm having a lucky year," the vendor said. "This spot must have good energy. Anyone with something important coming up — just come and touch my display table."

The vendor first went viral for an unfiltered sales style, with lines such as "Don't spend your money," "Don't splurge," "It doesn't suit you anyway," and "Don't wear that on the village bus." Videos analyzing the vendor's technique and distilling it into marketing lessons have since appeared on social media.