A Malaysian man is gaining notoriety online after seemingly crafting a unique niché of creating scenarios that allow people to have heroic moments to impress their crushes.

According to reports, the man, identified as 28-year-old Shazali Sulaiman, became an instant social media phenomenon within his county and fellow Asian social media space following his announced “villain for hire” service to help clients flex their masculinity and make a big impression on their partners.

It’s understood that Sulaiman came up with the idea after being told his appearance resembled that of a thug or gang member. Comments which established the foundation of his business model of monetising feelings of fear and heroism.

“Are you tired of your partner thinking you are weak? For a reasonable fee, I can help you prove them wrong,” Sulaiman wrote in a social media post.

“Just tell me the time and place, and I will show up to ‘disturb’ your partner, giving you the chance to step in as the hero and take me down.”

While his unique service has attracted a bit of backlash, he has also been commended for his enterprise.