School principal reached out to request scarves as gifts for seniors

[Captured from Namdaemun Dadaguri's social media]
[Captured from Namdaemun Dadaguri's social media]

The social media personality known as the "Namdaemun scarf ajeossi" has drawn attention after visiting a high school to cheer on students preparing for the College Scholastic Ability Test.

On Monday, the social media account "Namdaemun Dadaguri," run by Hanyang, a fashion accessories vendor at Namdaemun Market in Seoul, posted a video of the vendor — widely known as the "Namdaemun scarf ajeossi" — packing scarves into large plastic bags.

The vendor personally wrote the message "Don't give up! Ace the CSAT!" on the blue plastic bags holding the scarves.

A video of the vendor visiting a high school in person was also shared Friday.

The school's principal had reached out directly through the vendor's social media account, expressing a wish to give scarves as gifts to third-year students ahead of the CSAT and placing a bulk order.

In the video, when a teacher greeted the vendor warmly upon recognizing them, the vendor joked, "Who is this teacher? Acting like we're close friends. I almost thought I actually knew you."

The vendor later said, "Going to a school after such a long time, I was the one who came away energized," adding, "To all the exam takers across the country — you're going through the hardest thing in Korea right now. Fighting."

Online commenters reacted with remarks such as "Orders are going to start pouring in from schools all over the country," "Both the principal and Scarfrio have great taste," and "The students must have been so touched."

The vendor had already become a talking point last month after crowds began flocking to the store. The vendor was heard telling visitors, "I think I'm just lucky this year," "This spot has good energy — just come rub the display stand," and "If you're a third-year student or have something big coming up, just come rub the stand."

Several videos have also captured customers introducing themselves as "a mom of a third-year student" or asking to shake the vendor's hand.

The vendor shot to social media stardom through videos of playful banter with customers — using informal speech and mock scolding, saying things like "That's overspending," "Don't waste your money," and "It won't suit you anyway." The vendor has also picked up the nicknames "Scarfrio" and "Scarfeunwoo," blending the scarf seller's persona with the names of actors Leonardo DiCaprio and Cha Eun-woo.

Meanwhile, SBS's lifestyle program "Masters of Daily Life," which aired Monday, featured the scarf vendor as a master merchant who has been selling at Namdaemun Market for decades. According to nearby vendors, the seller once ran a restaurant at the market with a parent, and sells leather clothing and hats in winter, sleepwear in summer and scarves in autumn. One fellow vendor described the seller as "usually quiet, polite and very reserved."


jshan@heraldcorp.com