HUFS Seoul RISE Project Group Holds Final Performance Sharing Event: "88.4% Satisfaction Among Foreign Visitors to Traditional Markets"

RISE Project Achieves 4.52 out of 5 in Overall Satisfaction Among Foreign Participants
Average Satisfaction Exceeds 84.5% for Both Foreign Participants and Merchants, Demonstrating Excellence and Need for Project Continuation

On January 16, the Seoul RISE Project Group at Hankuk University of Foreign Studies (HUFS) held its final performance sharing event at the Seoul Campus of HUFS. During the event, the Seoul RISE Project Group presented the results of a survey conducted to address local issues in the Seoul RISE area, highlighting the necessity and effectiveness of globalizing traditional markets in northeastern Seoul and rebranding the local community. The group also shared the achievements of projects that had been carried out over the past six months.

The event was attended by HUFS Global Supporters (both Korean and international students), university officials, and traditional market merchants. Quantitative results of the RISE Project were presented alongside the screening of promotional content produced directly by the Global Supporters.

According to a satisfaction survey on space and consumption conducted among foreign tourists, the overall satisfaction rate for traditional markets and major locations near them, including Cheongnyangni General Market, Seoul Yangnyeong Market, and Seoul K-Medicine Promotion Center, which collaborated with the HUFS Seoul RISE Project Group, was 88.4%. On a five-point scale, this corresponded to an average score of 4.52. By category, satisfaction with traditional markets was 88.3% (4.41 points), and satisfaction with the Seoul K-Medicine Promotion Center was 88.5% (4.62 points).

Notably, there were positive outcomes in indicators reflecting the sustainability and potential for expansion of the RISE Project. Among foreign respondents, 90.4% expressed their intention to revisit traditional markets, and 95.7% said they would recommend them to acquaintances, demonstrating high loyalty to the area among foreign tourists.

A representative of the HUFS Seoul RISE Project Group explained, "The high intention among foreign tourists to revisit and recommend traditional markets shows that these markets are perceived as living spaces where actual consumption and experiences take place."

One foreign tourist who visited Cheongnyangni Traditional Market and the Seoul K-Medicine Promotion Center shared, "I went on a food tour at Cheongnyangni Traditional Market, trying delicacies like sundae and fried chicken." The tourist added, "At the Seoul K-Medicine Promotion Center, I experienced both traditional medicine and wellness culture, and I plan to revisit with friends next time."

The main purposes for visiting traditional markets (multiple responses allowed) were culinary experiences at 76.6%, followed by experiencing and learning about Korean traditional culture (61.7%), and observing local life (38.3%). These purposes translated into actual consumption, with food and beverage purchases accounting for the highest proportion at 68.1%. The Seoul K-Medicine Promotion Center also primarily attracted visitors for traditional culture learning (73.1%) and health and wellness experiences (69.2%), confirming its effectiveness as a cultural experience-based tourism destination.

The foreign traditional market experience program run by the HUFS Seoul RISE Project Group from December 2025 to January 2026 was designed as a culinary-focused tour, taking into account the consumption patterns of foreign participants. The program achieved a satisfaction score of 4.77, and related SNS promotional content recorded 32,800 views, with a total of 10,000 views coming from more than 13 different countries.

When asked how they became aware of traditional markets, 18.8% of foreign tourists responded that they visited after seeing promotional content produced by the HUFS Seoul RISE Global Supporters. A project group representative commented, "This demonstrates the effectiveness of SNS content targeting foreigners both in Korea and abroad." In fact, promotional content created by 19 Korean and international HUFS students garnered over 21,000 views, with more than 600 views from four overseas countries. The project group contributed to the globalization of traditional markets through global SNS promotional content.

According to a satisfaction survey of foreigners and merchants who participated in the HUFS Seoul RISE Project Group programs, foreigners reported an approximately 90% satisfaction rate, while merchants reported a satisfaction rate of around 79%. A project group representative stated, "This high level of satisfaction is the result of considering the field and demand from the planning stage." A merchant who participated in the digital competency enhancement education program for traditional markets commented positively, saying, "It helped expand sales channels and strengthen promotional capabilities."

The project group stated, "We will continue to operate various programs such as SNS promotional content, digital competency enhancement education, experiential tours, and live commerce to pursue the goals of rebranding traditional markets and reskilling local residents."