Sam’s Tailor, specifically featuring the high-energy proprietor Roshan Melwani, became a global viral sensation across TikTok and Instagram for his enthusiastic demonstrations of bespoke tailoring in Hong Kong. Known for his rapid-fire delivery, charismatic personality, and catchphrases like 'Beautiful!' and 'Look at that!', Roshan turned his family's long-standing business into a digital landmark. The memes typically revolve around his intense sales persona, the luxury of the fabrics he handles, or his signature interaction style with clients. It is frequently used to express extreme approval, showcase high-quality items, or parody the vibe of aggressive but high-end customer service.