Jonathan Haggerty went from hunter to hunted after scoring a shocking KO win over long-time ONE bantamweight Muay Thai world champion Nong-O Hama in April.
But don't expect "The General" to complain about the increased attention.
He'll attempt two-sport glory when he faces bantamweight MMA king Fabricio "Wonder Boy" Andrade for the vacant ONE bantamweight kickboxing world title at ONE Fight Night 15: Tawanchai vs Superbon on Oct 7.
Callouts have come from far and wide since Haggerty claimed Muay Thai gold, but the 26-year-old is taking his potential foes' words as a compliment.
"It's fun having the belt and having a target on your back. It's quite funny seeing everyone calling out your name. I'm top of the food chain, so I expect it," Haggerty said.
"It's a good thing, really. It means that I'm doing something right. Everyone wants a piece of me. If no one wanted to fight me, I'd be a little bit worried."
Among the chorus of fighters gunning for a shot at Haggerty are divisional rivals Liam Harrison and Alaverdi Ramazanov.
Former foe and ONE flyweight Muay Thai world champion Rodtang Jitmuangnon and flyweight kickboxing king Superlek Kiatmoo9 also expressed interest in facing Haggerty before the two Thais were booked to meet each other on Sept 22.
Haggerty breathed new life into the bantamweight Muay Thai division that had been dominated by Nong-O since 2019 when he ended the Thai star's title reign and, as such, the rest of the division's ranked fighters have sensed an opportunity with a new king in town.
Now brimming with confidence, the British star had some words of warning for former Nong-O victims Ramazanov and Harrison.
"I don't blame them. Nong-O destroyed them all, and now I've got the belt, they think they've got more of an opportunity to get it," he said.
"I feel like I'm the cash cow now. I've got the belt, and they think that I'm an easy opponent. But let me tell you, it's a different thing when we're in there and you're getting hit by me. So, they can all keep thinking it's easy. Their time will come."