A 39-year-old farmer and noodle maker has unexpectedly become a social media star in China: Cheng Yunfu gained Internet fame for selling his hand-pulled noodles for the consistent price of three yuan – just over 40 cents – at a market in his home province of Shandong for as long as 15 years, several media outlets reported. In a video shared on social media sites such as Kuaishou, Cheng explains that he did not raise the price because otherwise, villagers would not be able to afford the noodle soup.