Surprised by Snacks, Angry at Hoe... Traditional Market's 'Overcharging'

Tourist-Targeted 'Overcharging'... Provoking Consumer Complaints

The controversy surrounding 'overcharging' in traditional markets has become a social issue due to the gap between public expectations and reality. Visitors who spend money and time to visit famous local markets at tourist destinations often feel frustrated when faced with unreasonable prices. Seafood at seaside markets is more expensive than in downtown Seoul, and nostalgic old snacks are priced so high that it is difficult to even consider buying them.

Paying such prices and driving all the way there often leads only to regret. Local governments pledge to restore trust through measures such as price display systems and strengthened crackdowns, but public opinion turns cold again due to recurring overcharging controversies that resurface from time to time.

A recent representative case involved a merchant selling old-fashioned snacks at an absurd price in a traditional market in Yeongyang, Gyeongbuk, which drew consumer criticism after being broadcast.

On the April 4 broadcast of KBS 2TV's '1 Night 2 Days,' the cast visited a traditional market in Yeongyang County and tried to buy three bags of old snacks. The merchant demanded 70,000 won per bag, and after bargaining, the cast purchased three bags for a total of 140,000 won. However, many netizens raised concerns about the 'absurd price,' and the controversy spread online.

Subsequently, the merchant involved, Mr. A, apologized and bowed his head. On the 6th, through the county office website, Mr. A stated, "I will not make excuses. Due to difficulties in making a living caused by COVID-19, I set the snack prices high," and expressed his apology.

Yeongyang County issued a public apology and promised to prevent recurrence. On the same day, the county posted a message titled 'Yeongyang County Public Apology' on its bulletin board, stating, "We sincerely apologize to the public for causing concern," and added, "We will establish measures to create a commercial order that meets the public's expectations to prevent the same incident from happening again and strive to maintain trust with the public."

Overcharging in traditional markets is not a new issue. The Yesan Market, which opened in January, became crowded due to the 'Baek Jong-won effect' but had to temporarily close due to overcharging controversies. The renewal of the permanent market in Yesan, Chungnam, known as Yesan Market, is a regional win-win project carried out in collaboration with The Born Korea, with Baek Jong-won, CEO of The Born Korea, serving as an advisor.

Baek Jong-won, CEO of The Born Korea, emphasized the eradication of 'overcharging' to nearby lodging and restaurant merchants ahead of their reopening on his YouTube channel. Photo by CEO Baek's YouTube capture

Yesan Market attracted crowds through word of mouth. The problem was that merchants operating nearby lodging facilities and restaurants demanded higher prices than usual, which caused public resentment. In fact, lodging fees that were around 60,000 won reportedly soared to as high as 140,000 won.

In response, CEO Baek criticized the nearby lodging and restaurant merchants on his YouTube channel ahead of the reopening, saying, "You should charge appropriate prices. You are shaping the image of Yesan," and "Don't be blinded by immediate greed."

In October last year, a controversy known as the '60,000 won sashimi' incident occurred at a sashimi restaurant in Sokcho Central Market, Gangwon Province. Consumer Mr. B posted a photo of packaged sashimi on an online community and complained that the portion was small compared to the price, saying it looked like 'leftover sashimi.'

The controversy spread online, and the Sokcho Central Market Merchants Association reportedly imposed a three-day business suspension on the restaurant for 'damaging the market's image.' However, the suspicion that 'leftover sashimi' was sold was proven to be false.

Meanwhile, local governments are cracking down on overcharging during festivals and vacation seasons when tourists flock to the area.

In the case of Gwangyang City, during the 22nd Maehwa Festival, joint inspections were conducted to eradicate overcharging, monitor failure to display price tags, and excessive charging beyond displayed prices, and a complaint center was operated to receive reports of unfair charges. Suncheon City has been conducting focused inspections since April during the Garden Expo period, including posting lodging price lists and checking compliance with posted prices.

This content was produced with the assistance of AI translation services.