Cha, who became a chef this winter because the snowboarding business was so bad, said retailers feel let down by the Games organizers.

"The resort closed on Jan 21 and so they lost their jobs," he said. "They can't earn money and they are losing money every day. Every day maybe two million won they lost. They are upset. The government doesn't want to talk with them."

Sebim Kim, a local retailer who said he has lost his job due to the Olympics, blames local government for not consulting people in the build-up to the Games and is demanding compensation.

"Five hundred people have lost jobs around here," he said. "The local government does not care about us and we have not received any compensation for what we have lost."

White's visit at least cheered up one retailer, and Cha is hoping to see his hero again on Wednesday.

"I am going to the snowboard halfpipe final on Valentine's Day, with my girlfriend," beamed Cha.

"I really hope he gets a gold medal again. I think every day: 'Return of the king, return of the king.'"

Reuters