The merchant is a recurring shopkeeper in Resident Evil 4, the Capcom survival horror game in which Leon Kennedy buys, sells and upgrades weapons between missions. Unlike most background traders, he became a fan favourite because his calm, cryptic manner contrasted with the game's violence, and his lines were widely shared in gameplay videos, edits and reaction clips. As Resident Evil 4 remained popular through re-releases and its remake, the merchant's voice stayed shorthand for a shady but welcome deal, keeping the sound useful for gaming humour long after its first appearance.