Dallas Police said they are searching for two-masked gunmen who shot and killed a donut shop owner Monday morning.
Police said Kee-Sun Chung, 46, put every dollar he had into his donut shop on East Ledbetter Drive, where he was gunned down.
"He was a really nice man," said 10 year-old customer Kente Greer.
Greer said Chung used to give him free donut holes.
"I don't know how he made a profit," Kente's father, Kente Greer Sr. said.
Surveillance video shows two masked robbers storm the store shortly after 7 a.m as Chung stands behind the counter with a Santa Claus hat, pleading with the gunmen not to kill him.
Police said the robbers were in the store a total of 17 seconds before they fled, empty-handed. Police said Chung dialed 911, but died before he was able to ask for help.
Detectives hope releasing surveillance video of the crime will lead to some clues.
Chung purchased the cameras this past summer after two robberies at his donut shop.
Police said Chung hoped the cameras would scare criminals away.
Chung leaves behind a wife, two children and hundreds of loyal customers.
Schepps Dairy is offering a $10,000 reward for information that leads to an arrest in the case.