25-year-old Lê Quốc Phong sells seafood at a stall in a farmer’s market in Vietnam. To help attract customers and spend time with his cat, who enjoys going outdoors, Phong brings his cat, Chó, to work with him.

To make Chó more appealing, Phong dresses Chó up in different costumes so he looks like a regal emperor inspecting the fish that Phong is trying to sell. After posting pictures of Chó on the Internet, Phong has helped turn Chó into the latest Internet celebrity.

The next time you want to buy fish, would you buy it from an ordinary vendor or someone who has the imagination and creativity to dress their cat up like an emperor?

To see more pictures of Chó dressed up to help sell fish, click here.