Swansea Market attendant sweeps up fans as TikTok star
At first glance, Luke Riley looks like any other hard‑working market attendant. Dressed in his Swansea Market uniform, mop or broom in hand, he goes about his daily routine with quiet pride.
But to thousands of TikTok users, the 26‑year‑old has become the face of a Swansea social media success story.
Viral success
Since launching in March 2024, the official Swansea Market TikTok account has racked up more than 1.5 million video views, 8,300 followers and over 66,800 likes. Its mix of light‑hearted clips, dancing stallholders, lip‑syncs and behind‑the‑scenes glimpses into market life has struck a chord well beyond the city’s borders.
One video — set to a track by rapper Kendrick Lamar — has been watched more than 166,000 times. Right at the heart of it is Luke, who admits he was nervous at first.
Luke Riley said:
“I knew TikTok was a big deal, but I’d never done anything like it before. The first time I got asked to be in a video, I thought ‘really? me?’
Now people come up to me all the time — teenagers, families, even people in their 60s — saying, ‘You’re the TikTok guy!’ It’s mad, but it’s brilliant too.”
Luke says the videos are not just fun but are helping boost footfall.
“I do the door counts at the end of the day, and since we started TikTok, the figures are on the up. It’s bringing in new people, especially younger customers.”
Swansea roots
Born in Portmead, Luke grew up visiting the market with his mum and grandparents. After leaving Bishop Vaughan Comprehensive School, he joined the market team seven years ago.
“What I love about this job is that it mixes things I really enjoy — cleaning and helping people. Even at home I drive my partner mad with how much I like keeping everything spotless.
Every video feels like I’m leaving my mark. I love this place, and I want everyone to see what makes it special.”
Community spirit
Other market staff and traders regularly feature in the TikTok clips, from smoothie makers and street food chefs to jewellers and tea merchants.
Cllr David Hopkins, Swansea Council’s Deputy Leader, said:
“All of our market staff including Luke continue to do a fantastic job in showcasing the very best of the market, both on the ground and online.
Their enthusiasm — along with the dedication and commitment of the brilliant market traders — mean the market is attracting new visitors of all ages.”
Swansea Market, which won the UK’s Best Large Indoor Market award last year, is home to nearly 100 stalls selling everything from fresh produce and street food to clothing, gifts and jewellery.
Watch the viral video
@swansea.market Walking into the weekend like… 🕺🏻 @NFL Cerdded mewn i'r penwythnos fel… 🕺
#KendrickLamar #Superbowl #Diversity #Notlikeus #FYP #Trending #trend #Humour #funny #Relatable #Viral #dance #foodie #food #welsh #wales #swansea #swanseamarket #abertawe #cymru @crumble&cakeco. @Bowla – A Bowl With A Roll @Swansea Council @GoldReservesJewellers @BillyUptons @brontosaurusveganstore @Rafail's life @Kendrick Lamar @Diversity
♬ original sound – -| DJH | Lyrics & Mashups |- #Abertawe #cymru #dance #diversity #featured #Food #foodie #funny #FYP #Humour #KendrickLamar #Notlikeus #Relatable #Superbowl #Swansea #SwanseaCouncil #SwanseaMarket #swanseamarket #TikTok #trend #Trending #Viral #Wales #Welsh