The man, the meme, the meat maestro — Nusret Gökçe, famously known as Salt Bae, has built an impressive net worth on the foundation of flamboyantly seasoned steaks and viral fame. His meteoric rise showcases the power of building a unique personal brand and a global hospitality empire.

With his signature salt-sprinkling flourish, a penchant for theatrics and outrageously priced steaks, Salt Bae (born Nusret Gökçe) has stirred up both fascination and controversy in the culinary world. His restaurant chain, Nusr-Et, has become a global phenomenon, drawing celebrities, socialites and those in search of an opulent dining experience.