The Truth Behind Ulleungdo's 'Taxi Fare Bomb' Controversy: Misunderstandings and Facts About Price Gouging [Digging Travel]

The Reality Behind the "Fare Bomb" Controversy Seen Through Reporting
How Structure, Lack of Explanation, and Misunderstandings Sparked the Uproar

The controversy over taxi fares on Ulleungdo is once again shaking the region's tourism image. This time, the issue was sparked by a video released by Woongi, a mukbang YouTuber with 730,000 subscribers.

Ulleungdo Taxi Stand.

On July 30, he posted a video titled "I was somewhat prepared for my first solo trip to Ulleungdo, but is this really right?" In the video, he claimed that he took a taxi from a cafe in Buk-myeon to a restaurant in Seo-myeon and was charged over 50,000 won. The travel distance was about 23 kilometers, which is approximately 5 kilometers longer than the typical shortest route of 17.6 kilometers.

Online, criticism followed, with many asking, "Isn't this price-gouging on Ulleungdo?" However, on-site reporting revealed that the situation was more complex.

YouTuber Woongi, who visited Ulleungdo, is seen checking a mobile phone map application and heading in the opposite direction of the destination. Photo by Woongi YouTube Channel

Ulleungdo Taxi Fares Difficult to Explain by Mainland Standards

Taxi fares on Ulleungdo follow different standards from the mainland. Currently, the base fare is 4,000 won for the first 2 kilometers, with an additional 269 won for every 131 meters thereafter. This adjustment was made in April 2023 by North Gyeongsang Province and Ulleung County, taking into account the taxi industry's management difficulties and fare increases in other local governments. The late-night surcharge, which used to start at midnight, was moved up to 11 p.m., and the surcharge rate was reduced from 75% to 65%.

Based on this fare system, the actual fare by distance is as follows.

For a 23km ride:

= Base fare 4,000 won + [(22,000m ÷ 131m) × 269 won] + call fee 2,000 won

≒ 52,200 won

For a 17.6km ride (shortest route):

= Base fare 4,000 won + [(15,600m ÷ 131m) × 269 won] + call fee 2,000 won

≒ 38,000 won

The difference in fare amounts to about 14,000 won. The key issue is not the fare itself, but why the detour was taken.

"Route Selection Was Driver's Mistake"

A representative of the Ulleungdo Taxi Association told us, "The fare is based on a meter system approved by the county after a service study, so manipulation is impossible." However, he admitted, "The driver in question clearly made a mistake in judgment by taking a route via Jeodong and Dodong instead of the shortest route."

Normally, when traveling from Buk-myeon to Seo-myeon, the route via Namyang covers about 17.6 kilometers, but the taxi in question took a route of about 23 kilometers. As a result, the fare increased from approximately 38,000 won to 52,000 won.

Scenery of Ulleungdo. Photo by Asia Economy DB

Comparison Uses Mainland Standards, Explanations Are Lacking... Misunderstandings Grow

The fare estimates presented by the YouTuber in the video were mostly calculated using mainland standards (about 100 won per 100 meters). However, on Ulleungdo, the fare is 269 won per 131 meters, and a 2,000 won call fee is automatically added when a taxi is called.

The problem is that there is almost no guidance about this complex fare system. There is no app-based call system, and fare information is usually provided only verbally by drivers or at some accommodations. For tourists, the lack of clear notification about fares or routes at the scene can easily lead to misunderstandings.

Ulleungdo, overall, has narrow roads and steep slopes, so all taxis are four-wheel-drive diesel vehicles. Most are SUVs or large vans (such as Sorento, Starex, Carnival, etc.). In addition, there are many empty return trips, and fuel and maintenance costs are higher than on the mainland. This structure, which does not use standard mid-sized taxis, is rare nationwide and is an unavoidable choice due to Ulleungdo's unique terrain and demand for group tourism.

Although Ulleungdo's vehicle structure and terrain differ from other regions, the fare system still follows the same "single meter rate system" as the mainland. In a 2022 public notice, Ulleung County banned all non-metered systems, including fixed fares, hourly rates, and destination-based fares, without exception. Any violation is considered "unfair fare charging."

The association representative said, "Although we operate a separate fare system due to these circumstances, it is clearly our fault that we have not explained it sufficiently in advance."

In reality, the Ulleungdo taxi industry faces many practical difficulties in fare calculation due to high fuel prices, high empty return rates, and the operation of large vehicles. However, because these issues have not been institutionalized and rely on custom, friction with tourists continues.

A dining scene at a meat restaurant in Ulleungdo uploaded on YouTube on the 19th of last month. Photo by Kkuzun YouTube channel capture

Recurring Controversies, Where Is the Trust in Ulleungdo Tourism Headed?

Already this year, Ulleungdo has seen several tourism complaints spread online, such as the "greasy pork belly restaurant" and "accommodations with broken air conditioners." On top of this, the suspension of the Sunflower ferry (scheduled for September) has further heightened concerns over transportation accessibility.

A representative of the Ulleungdo tourism industry said, "As individual incidents accumulate, it is unfortunate that distrust toward the entire region is growing." He added, "In the case of taxis, it is urgent to notify visitors in advance about Ulleungdo's unique fare structure, improve all points of contact with tourists across the industry, and provide fares and services transparently."