The sign of a Target store is displayed August 14, 2003 in Springfield, V.A.
Alex Wong—Getty Images
November 3, 2014 11:56 AM EST

For absolutely no discernible reason, the people of the Internet have turned a kid named Alex who works at Target — now forever known as #AlexFromTarget — into a celebrity.

It started Sunday when Twitter user @auscalum posted an image of the random, albeit adorable, young cashier from Target:

And then the Internet went crazy. (Again, for no discernible reason). Over the last day, Topsy reports that there have been more than 125,00 “Alex from Target”-related tweets.

And since the Internet is a creepy place, it found the true Alex from Target on Twitter. He now has 312k followers and counting:

There are even competing campaigns to get other cute bros (#SteverFromStarbucks, #KieranFromTMobile, #MattFromRedRobin) similar notoriety:

Even Target itself got in on the action Monday:

This is the American dream.

Read next: Internet Swoons Over Convicted Felon’s Mugshot

Contact us at letters@time.com.

Read More From TIME

Related Stories

EDIT POST