Mokpo Hanggu Pocha 'Price Reduction, Found Nostalgia for Common People'

Adjusted to a maximum price of 49,000 KRW with operators to resolve price complaints

[Asia Economy Honam Reporting Headquarters Reporter Seung-hyun Jeong] Mokpo Hanggu Pocha, located on Samhakdo in Mokpo City, Jeollanam-do, is promoting revitalization through price reduction.

According to the city on the 21st, Mokpo Hanggu Pocha, which opened on June 12, 2020, and has entered its second year this year, has been struggling due to a decrease in visitors caused by the COVID-19 pandemic. In April, the city installed a photo zone at the old Mokpo lighthouse and enhanced lighting to create a romantic sea night view, making every effort to recover sales at Mokpo Hanggu Pocha.

The city is also addressing complaints about prices that have been continuously raised. In April, through a meeting with pocha operators, it was decided to lower the maximum price to under 55,000 won. However, as complaints arose again that some pochas were selling high-priced single-item menus through loopholes, the city sought solutions regarding pricing once more.

To derive reasonable prices, the city conducted a survey of about 500 city hall employees. The survey results showed that 40% rated the prices as "expensive," and over 70% selected an appropriate price range of 15,000 won to 35,000 won.

Based on these results, the city convened an emergency meeting with pocha operators on the 14th and, after careful consideration, agreed to lower the maximum price to 49,000 won.

Along with this, taste experts were recruited to evaluate each pocha’s menu from May 5 to 14, assessing taste and the appropriateness of portion sizes relative to price.

Most experts gave positive evaluations regarding taste and friendliness, and expressed the opinion that lowering prices would further increase user satisfaction.

A city official stated, “We hope that the price reduction will erase the perception of being expensive and that Mokpo Hanggu Pocha will become a romantic space that provides greater satisfaction to citizens and tourists.”