His name was Sam Sung and he went viral for working at an Apple Store. What happened next made him change it

Sam Struan, a 36-year-old consultant and résumé writer from Scotland, never imagined that working at an Apple store could change his life. In a conversation with Business Insider, Struan shared how his birth name, Sam Sung, turned into an unexpected internet sensation during his early 20s while he was working at an Apple retail store in Vancouver.

Struan recalls that the first sign something was wrong came with frantic phone calls from his store. A photo of his Apple business card had gone viral on Reddit. “I thought a family member had died,” he said. Struan had never used Reddit before and initially ignored the link, fearing it was a scam. Within hours, the post caused a stir at the store and even drew media attention.

Keeping a Low Profile
Initially, Struan worried he might lose his job. Apple staffers were instructed not to reveal his identity to customers asking for him, and he lost access to his business cards. He avoided recognition by using his Scottish accent over the phone and trying to keep his head down. The viral moment lasted only a few months, but it left a lasting impression.

In 2014, after leaving Apple to start a career in recruitment, Struan auctioned his old business cards and parts of his uniform for charity. Items including the infamous card sold for over $2,500, benefiting Children’s Wish. “It was nice to take a moment that felt so personally terrifying and do something good with it,” he said.

Why the Name Change Was Necessary
Struan explains that the viral attention influenced his decision to adopt a new professional name. “I didn’t want to be known as an internet joke,” he said. The new surname, Struan, comes from a favorite Scottish village on the Isle of Skye. He also notes the practical considerations: as he built a career in recruitment, having a distinctive and professional name helped establish his online presence and avoid potential bias.

Even a decade later, many friends and family still refer to him as Sam Sung, but professionally, he goes by Struan. “Make no mistake: no one really recognizes me, and that’s exactly how I want it,” he said. While he doesn’t regret the change, he admits he wishes he had approached the viral moment with more humor and less fear about his career.

Struan’s experience underscores how quickly a quirky coincidence can gain global attention in the digital age. It also highlights the real-world implications of a name on professional opportunities and personal branding.