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By Zemeghub Culture Desk Published: October 11, 2025
The Rise of a Meme Mogul
In 2017, Nusret Gökçe—universally known as Salt Bae—became a global sensation with a single, theatrical gesture. Wearing round sunglasses and a tight white tee, he sprinkled salt down his forearm onto a perfectly seared steak. That moment, captured in a short video, catapulted him from a Turkish butcher to an international icon.
The meme exploded. Celebrities flocked to his restaurants. His brand, Nusr-Et, expanded rapidly across continents, from Istanbul to Miami, Dubai to London. Gold-covered steaks, velvet ropes, and Instagram-ready theatrics became his signature.
But fame, like seasoning, doesn’t always preserve.
📉 The Fall of the Golden Steak
In recent years, Salt Bae’s empire has faced mounting challenges. His Beverly Hills location closed without fanfare. His London branch posted multi-million-pound losses. Critics slammed his pricing—steaks costing hundreds of dollars, desserts wrapped in edible gold—as tone-deaf in an era of economic uncertainty.
The backlash wasn’t just about money. Diners complained of rushed service, inconsistent quality, and a focus on spectacle over substance. The meme that once drew crowds began to feel stale.
Where Is Salt Bae Now?
Today, Salt Bae is no longer chasing viral fame. He’s reportedly based between Turkey and the Middle East, with active projects in Cappadocia and Ibiza. These locations suggest a strategic shift—away from Western luxury hubs and toward high-tourism regions where curated experiences still command attention.
He’s said to be:
Rebranding Nusr-Et with more regional authenticity
Training chefs in his signature butchery and presentation style
Hosting private dining events for elite clients in secluded, scenic venues
His social media presence has quieted. Gone are the daily videos of flamboyant steak slicing. In their place: occasional glimpses of rustic kitchens, slow-motion meat prep, and quiet moments with staff.
Reinvention or Retreat?
Industry insiders describe this phase as a silent pivot. Salt Bae is returning to his roots—not just geographically, but philosophically. He’s leaning into the craft of butchery, the intimacy of hospitality, and the drama of dining as performance.
His net worth remains substantial, reportedly around $80 million, but the brand’s future depends on more than money. It hinges on whether Salt Bae can evolve from meme to mentor, from viral to vital.
Public Sentiment
Among fans, opinions are mixed. Some admire his resilience and global reach. Others see the decline of Nusr-Et as inevitable—a cautionary tale of fame outpacing substance. Yet few deny his impact: Salt Bae changed how the world sees steak, spectacle, and social media.