A store protected while raising two daughters... Offering encouragement to small business owners quietly enduring each day.
The story of the "Scarf Uncle" at Namdaemun Market, who playfully tells customers "Don't buy it, it's overconsumption," has become a hot topic. Behind his humorous banter lies the journey of a family breadwinner who has run his business for over a decade while raising two daughters.
Operating a general merchandise store named "Hanyang-sa" in Seoul's Namdaemun Market, he recently revealed on an Instagram live broadcast that he is 44 years old in Korean age and a father of two. His remark, "I've sold things on street stalls and tried everything—I've sold everything that makes money except human beings," reflects his long-standing experience in commerce. He explained that his signature witty speaking style naturally developed as he tried to maintain a cheerful attitude while securing his family's livelihood and store profits.
The jokes exchanged with customers spread across social media, drawing crowds to the small market shop. The popularity continued online; at his online store launched on the 11th, a package of six scarves priced at 10,000 won sold out its entire stock by the next day.
[Photo Caption = A notice reading "Closed today due to personal circumstances." / Source = Captured from Namdaemun Dadaguri Instagram]
What is noteworthy is not merely his overnight fame, but the decade of time he has accumulated. Operating street stalls and shops, supporting his family, and sustaining his business shaped the person he is today. People laughed at his delightful eloquence, but they also resonated with the life of an ordinary family man behind it.
Of course, not every store can become a social media star, nor can the hardships of business be explained by individual effort alone. Nonetheless, the sight of a merchant's long dedication finally coming to light serves as a small ray of hope for proprietors holding their ground today. After all, across every alleyway, many individuals possess unique skills and stories waiting to be discovered.
To the small business owners across South Korea who open their doors and wait for customers today: may your diligent days be discovered by more people and rewarded with welcoming footsteps.
While diligence does not always guarantee success, the sentiment of recognizing and cheering for quietly accumulated dedication remains ever-present.
