Salt Bae: The Viral Chef Who Turned Sprinkling Salt Into a Global Brand

If you’ve spent any time on social media since 2017, chances are you have seen the famous move of a man sprinkling salt on a steak in the most terrific way possible. That man is Salt Bae, the nickname of Nusret Gökçe, a Turkish-Kurdish butcher turned celebrity chef. But Bae is more than just a viral meme. His story concerns passion, hard work, and turning a small moment into a worldwide brand.

This article will explore who Salt Bae is, how he rose to fame, what makes him special, and why millions worldwide are fascinated by him. Whether you are a foodie, curious about internet culture, or want to know more, this article is for you.

Who Is Salt Bae?

Bae is the stage name of Nusret Gökçe, born in 1983 in Erzurum, Turkey. He started working as a butcher when he was young because his family had little money. Over time, Nusret learned the art of preparing and cutting meat. But what made him famous was not just his skill with a knife—it was his signature move of sprinkling salt on food with style.

This move involves dropping salt from his fingertips onto the meat in a slow, graceful way, with his wrist bent and arm raised. It looks simple, but it caught the attention of millions worldwide. People started calling him “Salt Bae”—a” fun nickname that combines 'salt' with the slang term 'bae,' meaning 'baby' or 'sweetheart.”

How Did Salt Bae Become Famous?

In January 2017, Nusret posted a short video on Instagram showing himself preparing a steak. The footage showed him slicing the meat, flipping it on the grill, and then sprinkling salt with his famous move. It quickly went viral. Within days, millions of people shared and talked about the video.

This sudden fame brought celebrities to his restaurant. Famous people like Leonardo DiCaprio, Cristiano Ronaldo, and DJ Khaled visited Bae’s restaurants to experience his unique style. The world suddenly saw Nusret as a chef and performer who made food exciting and entertaining.

The Rise of Nusr-Et: Bae’s Steakhouse Empire

Before going viral, Nusret opened his first restaurant in Istanbul in 2010. It was a small place with only a few tables. But after the viral video, his restaurant chain, Nusr-Et, grew fast. Today, Nusr-Et has luxury steakhouses in many big cities, including Miami, New York, Dubai, and London.

These restaurants are famous for more than just food. They offer a high-end dining experience, where the chef or staff often perform the salt sprinkle right at your table. The menu features premium steaks, sometimes covered with edible gold leaf, making meals feel like a special occasion.

What Makes Salt Bae So Popular?

Bae’s popularity goes beyond cooking skills. His style and personality set him apart. He wears sunglasses, sports a distinctive moustache, and always adds a bit of drama to his cooking. This flair turns a regular dinner into a memorable show.

People love the mix of food, fashion, and entertainment. He appeals to younger audiences who enjoy watching food videos online. His performances are short, fun, and shareable, perfect for social media.

Beyond the Meme: Salt Bae’s Impact on Food Culture

Bae is more than just a viral sensation. He changed how people see chefs and restaurants. He made cooking feel modern and exciting. Before Bae, most people considered chefs serious professionals working quietly in kitchens. Salt Bae showed that cooking could be a form of art and performance.

His success also inspired other chefs and influencers to create their own signature styles and use social media to build brands. Bae helped food entertainment become a global trend.

Controversies and Criticism

Not everyone loves Salt Bae. Some critics say his restaurants are overpriced. A steak at Nusr-Et can cost hundreds of dollars, which some see as too expensive. There have been reports of customers complaining about the high prices and long waits.

In addition, some people question whether Bae’s fame is mostly from his online image rather than his cooking skills. There were also controversies when he appeared at the 2022 FIFA World Cup final, taking photos with football stars, which some fans found inappropriate.

Despite these criticisms, Bae attracts millions of followers and customers worldwide.

What Can We Learn From Salt Bae’s Story?

Bae’s journey from a poor butcher’s apprentice to a global celebrity chef offers several lessons. First, hard work and skill matter. Nusret spent years perfecting his craft before becoming famous.

Second, creating a unique personal brand is powerful. His salt sprinkle move turned him from an ordinary chef into a star. It shows that small creative ideas can make a big difference.

Finally, Bae’s story shows the power of social media. One short video changed his life. Salt Bae is a perfect example of how the internet can launch success for anyone trying to grow a business or personal brand today.

Where Is Salt Bae Today?

As of 2025, Bae remains a key figure in the luxury dining industry. He frequently visits his restaurants and continues to perform his famous salt sprinkle for fans. His Instagram has tens of millions of followers, where he shares videos, photos, and glimpses into his life.

His restaurants continue expanding into new cities. Salt Bae is no longer just a chef or meme—he is a global brand and lifestyle icon.

Final Thoughts: Why Salt Bae Is More Than Just a Meme

Salt Bae took a simple gesture—sprinkling salt—and turned it into an international phenomenon. His rise shows how passion, creativity, and timing combine to create something unforgettable.

For many, Bae represents more than just a chef. He symbolizes how food and entertainment can create joy and excitement. Bae has changed how we think about food, whether you want to taste luxury steak or just enjoy a viral internet moment.

Read More: Kyle Ashman: Who He Is and Why Love Island Removed Him from the Show