A new day, a new viral meat meme. #SaltBae is the internet-bestowed nickname of Nusret Gökçe, a butcher, restaurant owner, and conventionally attractive man, who this weekend managed to hold the internet’s attention for a brief while by pounding, slicing, and salting beef with great passion.

Gökçe began his career as a butcher when he was 16, according to Dubai food blog FooDiva, and now owns restaurants in Turkey and Dubai. If you are not lucky enough, as Tommy Hilfiger was, to meet him in person, you can get a sense of his beef stylings via his Instagram account.

Here he massages a cow, or pre-meat:

Here he is…

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