"7 Oysters for 20,000 Won"… Self-Reflection Movement in Jongno Pocha Street Amid 'Overcharging Controversy'

Discussion on Card Payments, Consideration of Introducing Price Fixing System
Gwangjang Market Also Scheduled to Implement Quantity Labeling System Next Year

The Jongno pojangmacha (street food stall) street, which had been embroiled in a 'price gouging controversy,' has entered a phase of reorganization.

On the 10th, Segye Ilbo reported that the pojangmacha street near Jongno 3-ga Station had suspended operations for about 10 days since the end of last month to undergo reorganization. According to the report, around 60 pojangmacha voluntarily agreed to participate in the reorganization with a sense of self-reflection.

[Photo by BobaeDream]

During the reorganization period, each store spends 600,000 won on cleaning costs to thoroughly clean ventilation facilities, tableware, and more. Additionally, discussions are underway to transform the pojangmacha street into a tourism-specialized area where card payments will be accepted, and the introduction of a fixed-price system is also being considered.

Earlier, a post titled "This needs to be publicized: The reality of Jongno pojangmacha" was uploaded on the online community Bobae Dream.

The author, Mr. A, shared a recent visit to the pojangmacha street near Jongno 3-ga Station, expressing frustration that "you had to order at least two side dishes per table."

He pointed out that when ordering 20,000 won worth of oysters, seven oysters were served on a plate wrapped in foil, making the price of 3,000 won per oyster excessively expensive. He also criticized the poor hygiene conditions and the fact that card payments were not accepted.

The author said, "Most customers were surprisingly young people in their 20s. They mainly ordered rolled omelets, but the portion size was really ridiculous," adding, "It was about the size of a palm, like a tasting portion." He continued, "Pojangmacha are supposed to be places with a comfortable atmosphere, but if you don’t order two side dishes, you can’t sit, and the portions are tiny like mouse droppings. This clearly crosses the line."

He also accused, "These pojangmacha blatantly evade taxes and engage in price gouging, yet nothing happens to them. It seems there is a separate group managing and operating them."

Self-reflective Movement Emerges Only After Controversy

Reporter Moon Honam munonam@

It is not only the Jongno pojangmacha that showed signs of self-reflection after the controversy. Previously, Gwangjang Market also promised to introduce a fixed-quantity display system only after a price gouging controversy arose.

Gwangjang Market is Seoul’s largest traditional market boasting a 120-year history. It has become a hotspot for domestic and international tourists, including the MZ generation (Millennials + Generation Z), as it offers street food experiences all in one place. However, recently, some stores reduced the contents and sold excessively insufficient portions, sparking a price gouging controversy.

In response, the city has tried to appease consumers by introducing a 'fixed-quantity display system' next to the prices on Gwangjang Market’s menu boards. There are also plans to place models of representative foods such as bindaetteok (mung bean pancakes). The fixed-quantity display system and model placement plan will be implemented gradually by item in the first half of next year after consultations with merchants this month.

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