The image of Nusret Gökçe, or "Salt Bae," sprinkling salt has become an internet sensation.
The chef, who is a co-partner of the global Nusr-et chain of grill houses, has since become an internet meme. His famous salt-sprinkling pose is even appearing on t-shirts worn by celebrities such as Rihanna. He has also been immortalised in graffiti in Melbourne.
With over 8 million views on the video and 2.5 million followers on Instagram, the chef said he's now ready to expand his business worldwide.
He told the Turkish Hürriyet Daily News that Nusr-et will open branches in London and New York over the next few months, adding that while he doesn't know any foreign languages, he can "communicate with people through meat."
He didn't elaborate on the expansion of his empire, but did explain the story behind the salt meme. "That move at the end [salting] came automatically," he said. "I did not do that to show off. It is just my signature. You can think of it a kind of final touch for a painting. It was a final touch to the meat; I was blessing the meat."
Gökçe said that the videos were simply shot by the staff at his restaurants. He added that while many people see him as "uncouth," he is incredibly humble.
"I am the son of a mine worker. My father and mother do not know literacy," he said. "I cannot go to school due to financial difficulties. I started to working at a butcher as an apprentice when I was 14. Meat has become a passion for me."
This is the video that sent Salt Bae viral: