Once Adored, Now Disdained: The Tragic End of Salt Bae's Fame Journey

Kapanlagi.com - Once a viral icon worldwide for his eccentric style of sprinkling salt, Salt Bae has now become a symbol of how instant popularity doesn’t always last long.

The man known as Nusret Gökçe was once celebrated, but now faces a drastic decline in fame. Many of his restaurants have closed, his reputation is tarnished, and netizens seem to agree to forget him.

Nusret was born on August 9, 1983, in a small village called Paşalı, Erzurum, Turkey. Born into a Kurdish family living in hardship, his father worked as a miner. Due to economic conditions, Nusret only managed to receive education until the sixth grade before eventually apprenticing as a butcher in Istanbul.

1. Viral in an Instant

That’s where he began to delve into the culinary world, from cleaning meat to learning precise cutting techniques. His strong determination led him to venture to Argentina and the United States to learn more about meat and cooking.

The name Nusret began to gain worldwide recognition in early 2017 through a short video he uploaded to Instagram. In the video, he serves steak with flamboyant movements and sprinkles salt through his elbow in a dramatic style that instantly mesmerized netizens. Within just one night, the video was viewed millions of times and spawned a global meme. The nickname Salt Bae became firmly attached to him.

Not wanting to miss the momentum, Salt Bae quickly opened branches of his luxury restaurant Nusr-Et in major cities around the world such as New York, Miami, London, Dubai, and Doha. He offers exclusive menu items, such as gold-coated steak priced at over £2,000.

2. Popular Among Artists

Salt Bae (Credit: instagram.com/nusr_et)

Those outrageous prices actually turned the restaurant into a magnet for celebrities, with everyone from Leonardo DiCaprio, David Beckham, to other world figures having stopped by. Initially, everything seemed to be going smoothly.

However, behind the glitter of that luxurious restaurant, signs of cracks began to appear. Many reviews from visitors mentioned that the food served did not match its price. The taste was just average, the portions were small, and the service was poor.

The New York branch of the restaurant was even dubbed one of the most disappointing by local reviewers. Criticism emerged, ranging from complaints about quality, price, to the atmosphere being too noisy and uncomfortable.

3. Internal Problems Arise

Salt Bae (Credit: instagram.com/nusr_et)

Internal problems also surfaced. Several former employees in America sued Salt Bae for alleged labor exploitation and unilateral tip-taking by the restaurant management. The case even went to court, where Salt Bae had to pay hundreds of thousands of dollars in compensation to the affected employees.

The situation worsened when Salt Bae made a major blunder at the 2022 World Cup Final in Qatar. While the Argentina National Team was celebrating their victory, Salt Bae sneaked onto the field, touched the World Cup trophy that can only be held by the winners and FIFA officials, and took photos with players like Messi. His actions drew condemnation from global netizens. Even Messi himself seemed uncomfortable when Salt Bae forced him to take a photo.

FIFA eventually intervened, conducting an investigation and stating that they would impose internal sanctions on those who allowed Salt Bae to enter that exclusive area. He was also banned from appearing at FIFA events in the future. This moment became a turning point for Salt Bae. Since then, his fame has diminished. Instead of being adored, he is now more often the subject of ridicule.

4. Many Branches Closing

Salt Bae (Credit: instagram.com/nusr_et)

The impact is immediately felt on the Nusr-Et restaurant network. Many branches in America and Europe are starting to close, including several prestigious locations such as Nusr-Et Steakhouse in New York and Las Vegas.

About five out of seven of its branches in the United States are reported to have closed. The restaurant in London, which previously went viral due to outrageous prices, has also reported a revenue drop of up to 30 percent. The popularity that used to be a strength has now become a burden.

Not only is the business declining, but Salt Bae's figure has also lost its charm in the entertainment world. In mid-2023, he was recorded on video being escorted out of an exclusive party after a Champions League match. Although he denied it and said he just wanted to greet fans, the incident further reinforced the impression that Salt Bae is no longer a celebrity welcomed with open arms.

5. Reputation Ruined

Salt Bae (Credit: instagram.com/nusr_et)

By the year 2024, Salt Bae's net worth is estimated to reach around 80 million US dollars. However, with many restaurants going bankrupt and a ruined reputation, it is highly likely that his value has diminished.

He indeed carved a pop culture phenomenon and brought his name to the global stage, but now, Salt Bae stands as a stark reminder that fame built solely on virality can easily collapse when not accompanied by consistent quality and ethics.

(kpl/tdr)