The incident began with a video of about 9 seconds. In it, the man can be seen sitting behind the scales inside the shop. After the video spread, users found similarities between his hairline, facial features, and expression and Netanyahu's. Some introduce him as ‘Iran’s Netanyahu’, while others joke about this strange resemblance.

Israeli media outlet Walla and various international media outlets have reported on the matter. Seeing the video, many ask for the shop's address, and some even express a desire to go there and shop. But not everyone's reaction is the same—some users have called for a boycott of the shop because of the resemblance, according to several Turkish media outlets. Albanian media outlet Panorama reported the same information in a report on 10 November.

However, it has not been possible to confirm what the shopkeeper's identity is, where exactly the shop is, or whether the boycott calls have affected his business; no statement from him was found in the reports either. In the context of the long-standing hostility between Iran and Israel, it remains unclear whether this interest surrounding an ordinary shopkeeper who looks like Netanyahu will ultimately increase his customers or whether the boycott calls will affect his business.