00:00It all started with a flick of the wrist.
00:03In 2017, Nusrit Gokci, a Turkish chef running a small steakhouse in Istanbul, shared a video
00:09of himself slicing meat and sprinkling salt in that now famous way, letting it roll off
00:15his fingers onto the steak.
00:17The internet loved it and just like that Nusrit became salt bay.
00:22And suddenly eating steak wasn't just about food, it was a show.
00:26But fame came fast and things haven't always been smooth.
00:30Nusrit was born in 1983 in Erzurum, eastern Turkey.
00:35He grew up in a modest home and had to leave school at 13 to help his family.
00:39His first job, a butcher's apprentice learning how to cut and present meat.
00:44By 2010, he opened his first steakhouse in Istanbul, where dramatic slicing and attention to detail
00:50set him apart.
00:51And then came the viral video.
00:53Suddenly, Nusrit restaurants were opening all over Dubai, New York, London, Beverly Hills.
01:00Celebrities like Leonardo DiCaprio, Drake and David Beckham couldn't get enough.
01:04His salt sprinkle ritual became a worldwide meme and he racked up over 53 million Instagram
01:09followers.
01:10But not everything was perfect.
01:12Critics said the food wasn't always great, portions were inconsistent and the high prices
01:16didn't always match the taste.
01:19It got worse in 2022 during the Football World Cup in Qatar.
01:23Salt Bae got onto the pitch after Argentina won, taking selfies with players and even holding
01:28the trophy.
01:29Lionel Messi looked uncomfortable and the moment went viral.
01:33Suddenly, Salt Bae went from cool to cringe and FIFA even investigated.
01:37Meanwhile, his restaurants started facing problems.
01:40London's steakhouse went over the top, gold-wrapped steaks costing €1,450 and one group of diners
01:47racked up a bill of €37,000.
01:50But many customers started complaining about being rushed, tough steaks and overpriced food.
01:56By 2025, several US locations had closed, leaving just New York and Miami.
02:01London saw revenue drop too.
02:03Legal troubles didn't help.
02:04Lawsuits over unpaid tips, wages and workplace disputes made headlines, adding to the negative
02:10buzz.
02:11Still, Salt Bae isn't gone.
02:13He's tried burgers, airport outlets and Dubai's restaurant is getting a next chapter
02:17makeover.
02:18There are even plans for Mexico City.
02:20In Turkey and Middle East, tourists still flock to see him in action.
02:24Salt Bae's story is a perfect example of how viral fame can build an empire overnight,
02:29but also how fast it can get messy.
Comments