Do you remember Salt Bae? That guy who almost a decade ago became an internet legend thanks to one video? Sprinkling salt on a steak – it was simple, but brilliant. Bruno Mars shared that clip, and boom – the whole internet went crazy. Since then, Salt Bae flew on private jets, posed with DiCaprio and Beckham, opened restaurants all over the world. It seemed like he was the man who caught the wave of popularity and never let go.

But here’s where the interesting part begins. In just a few years, this "salt-sprinkling" guy transformed into something completely different. His culinary empire collapsed. Losses of 5.4 million pounds, seven restaurants reduced to two barely hanging on. And suddenly everyone started talking about what Salt Bae is really like.

His origin story? A classic tale of how an ordinary guy from Turkey makes it big. Nusret Gökçe – that’s his real name – was born into a poor family, his father worked in a mine, he grew up in modest conditions. He worked in a slaughterhouse, then borrowed money and went to Argentina to learn the art of slicing steaks. Three years later, he returned and opened a small restaurant with eight tables. Nothing spectacular.

Until 2017. His 36-second video "Ottoman Steak" appeared online – skillful cuts, then that iconic gesture. Leg bent, arm raised, fingers elegantly twisted, salt pouring over the meat in slow motion. Serious expression, dramatic lighting. Perfect.

Initially, the video circulated only in Turkey, but when Bruno Mars saw it and shared it, views jumped from a few thousand to 2.4 million overnight. Salt Bae became a phenomenon everyone wanted to experience.

And that’s where the madness begins. Within a year, he registered a brand, opened his first NusR restaurant in Miami at the opening with Beckham, then New York, London, Dubai, Mykonos. Thirty-one locations worldwide. The Manhattan branch made a million pounds in the first month. In London, a 24-karat gold-covered steak cost 700 pounds, meat pasta 95 pounds. In Dubai, a golden piece of beef was 1250 dirhams. Crazy prices, but people paid.

Celebrities came to him. DiCaprio, Messi, the entire Beckham family, Diddy. Salt Bae became the place everyone wanted to go. Prince Mohammed bin Rashid Al Maktoum from the UAE was a fan. But due to crowds, Salt Bae rarely personally sliced steaks for anyone. He flew between Turkey, Dubai, and Miami, every day in a different city.

His fortune grew to several million pounds. Properties in Istanbul and Mykonos, a gastronomic complex in Ibiza. A car collection worth a million pounds – two Rolls-Royces at 250,000 each, a motorboat, a private jet. Hollywood-style life, but built on what? One video.

And here’s where the problem appears. By 2023, complaints started. A customer paid 500 pounds for Salt Bae to slice her steak, but he was on the phone the entire time. Employees began filing lawsuits – dismissals for minor offenses, unpaid overtime, tip deductions. An anonymous employee described the work environment as "very tense" – long hours, monitoring water drinking, bathroom use. Salt Bae was described as "hostile and intimidating." Strange requests like foot massages for staff. Meeting with different women after shifts.

And that expensive steak? Turned out to be a marketing scam. A thin layer of cheap, edible gold on regular meat, sold for several hundred pounds more. In New York, a bartender accused the manager of sexual harassment – he demanded she wear a short skirt and high heels.

And there’s more. Salt Bae was seen multiple times with Diddy, who this year was convicted of sexual offenses. In 2017, Salt Bae cooked for Diddy’s friends, attended his parties. He even called him "the greatest genius in history." Now, that connection looks a bit suspicious.

And then there was this. The 2022 World Cup final, Argentina won the title, and Salt Bae suddenly ran onto the pitch, hugged Messi, kissed the trophy, disrupted the ceremony. FIFA launched an investigation. He apologized, claiming he was "overcome with excitement," but the internet didn’t buy it. They accused him of fame obsession.

Salt Bae’s story shows something important. In the influencer era, success can come instantly – one video, one moment, and you’re a star. But when that shine fades, when there are no solid foundations, the fall can be just as quick. Salt Bae built an empire on one gesture, marketing, hype. When people started looking deeper, we saw what was beneath the surface. It’s a lesson for anyone who thinks popularity alone is enough.