"Salt Bae", whose real name is Nusret Gökçe, became an internet phenomenon in 2017 when he gained attention for his way of seasoning and cooking meat.
The name "Salt Bae" comes from his extravagant way of adding salt (see clip).
Now, however, he is being met with a sourer tone on social media after he took to the football pitch after Argentina's win against France in the World Cup final in Qatar.
In pictures, he is seen moving among the team members to take selfies and lift the trophy.
What arouses the most reactions is that "Salt Bae" is seen pulling Lionel Messi to take a picture while the soccer star noticeably does not want to participate.
Saw in social media
The behavior is not appreciated by users on, for example, Twitter.
"Such an idiot this 'Saltbae' bastard" writes one user while another asks "Who does he think he is?".
"This selfie is a sad example of late stage capitalist shenanigans... this is what happens when you let a meme become a real boy," wrote another user on Instagram.
Throughout, Nusret Gökçe is meant to capitalize on someone else's success.
He himself has not commented on the criticism.
Watch the uproarious clips in the player above.