Yoon In-chon Visits Gwangjang Market "Came with Worries" Directly Addresses Overcharging Controversy

Checking Prices of Assorted Jeon That Caused Controversy After Visiting Gwangjang Market

Yoo In-chon, Minister of Culture, Sports and Tourism, visited Seoul's Gwangjang Market and delivered a sharp remark, saying "We need to change our perception."

Yoon In-chon, Minister of Culture, Sports and Tourism.

On the 14th, Yonhap News reported that after inspecting the tourism readiness at Gwangjang Market, Minister Yoo said, "Gwangjang Market has become a representative destination in Korea that foreigners visit, so it should not be thought of merely as a place for casual business." He urged, "Merchants should shift their perception from simply selling bindaetteok (mung bean pancakes) to selling our culture (including food)."

Minister Yoo met with representatives of the merchants' association, the Jongno District Office chief, and Seoul city officials, emphasizing the need for awareness improvement and self-regulation efforts to prevent the recurrence of overcharging controversies. He said, "I came here worried because recent media reports mentioned overcharging at Gwangjang Market." He added, "On the surface, the market seems well-maintained, and the street food vendors appear stable with uniforms and proper attire." However, he pointed out, "Ultimately, the content is the issue. Although there are difficulties, the merchants' association should manage and educate on areas causing disharmony, such as friendliness and portion sizes relative to price."

Minister Yoo In-chon of the Ministry of Culture, Sports and Tourism recently visited Gwangjang Market, where a "price gouging controversy" had arisen. [Image source=Yonhap News]

That day, Minister Yoo visited a gangjeong (traditional Korean sweets) shop, a general goods store, and a bindaetteok restaurant, warmly greeting the merchants and discussing the payment system, portion labeling, and various products introducing Korea. At the bindaetteok restaurant, he ordered a modumjeon (assorted pancakes) and directly checked the price by asking, "How much is this?" At a souvenir shop selling Gwangjang beer and traditional patterned patches, he encouraged, "Souvenirs need to change like this. They shouldn't all be the same."

Minister Yoo said, "When you go abroad, you visit traditional markets where you can see how people live and the local atmosphere." He added, "Since Gwangjang Market is a place that foreigners search for and visit, the merchants' mindset is very important. If good food is provided at reasonable prices and it becomes known as a safe and comfortable place, people from all over the world will come."

Once dominated by textiles and hanbok (traditional Korean clothing), Gwangjang Market has recently become a 'hot place' for the MZ generation and a representative tourist course for foreigners wanting to experience K-food. The merchants' association stated that among foreign tourists, Japanese account for 50%, and Chinese for 20-30%. However, so-called 'overcharging controversies' have repeatedly surfaced. Some YouTubers exposed tactics targeting foreign tourists, such as poorly composed 15,000 won modumjeon or 'mixed dumplings,' sparking public outrage online.

Regarding this, a representative of the Gwangjang Market merchants' association explained, "We have taken measures such as temporarily suspending business for problematic street vendors." They added, "We are also introducing QR menu boards to introduce street food and promoting card payment at stalls." The multilingual QR menu boards, to be introduced by the Jongno District Office and the merchants' association at the end of July, will allow customers to scan QR codes on tables at each stall to view menus in 20 languages. A Jongno District Office official said, "We are preparing to provide actual food photos and ensure prices are accurately displayed."