Namdaemun scarf ajeossi to appear on SBS 'Masters of Living'

The "Namdaemun scarf ajeossi," a vendor who has gone viral for a sharp-tongued sales style, will appear on SBS's "Masters of Living" on Monday.

According to SBS, episode 1054, airing at 9 p.m. that day, will feature the vendor — a merchant at Hanyang-sa in Seoul's Namdaemun Market.

Hanyang-sa, located in the market's central shopping arcade, sells scarves at six for 10,000 won ($7) — roughly 1,666 won apiece — and the goods are made in China.

Rather than pitching the merchandise, the scarf ajeossi talks customers out of buying it. "It looks best when it's still in the packaging," the vendor tells shoppers. "Once you get home, you'll think it's nothing special." Other lines include "Don't buy it — it won't suit you anyway" and "Don't wear one on the community bus." Warnings against overspending and wasting money only seem to make customers look more closely at the goods.

As the vendor's fame spread online and on social media, the shop was temporarily forced to close after crowds of buyers, onlookers and YouTubers descended on it. A private security guard was eventually hired to manage the situation.

With the surge in foot traffic at Namdaemun Market, Jung-gu District Office said it would work with Namdaemun Market Co. and police to intensify monitoring of crowd density, deploy safety personnel during peak hours and step up on-site patrols.

The production team behind "Masters of Living" said the episode would tell the vendor's full story, noting that the ajeossi has spent decades honing the craft alongside a mother at Namdaemun, developed a subtle sales strategy that wins over customers, and found ways to address safety concerns while looking out for neighboring merchants.

"Masters of Living" is a reality program that has aired on SBS since 2005, spotlighting people who have reached a master's level of skill in a single field through decades of unrelenting passion and effort.