By Kwon Mee-yoo
Myeong-dong has long attracted people in Seoul for its breadth of options in shopping, entertainment and eating. However, the area seems to be losing some of its charm as shop owners elevate the prices of their products and services to exploit the increasing number of tourists from other Asian nations.
Stroll along Myeong-dong’s busiest alleys and one may go nearly a full block before hearing a single word of Korean. The countless stores selling clothes, cosmetics and food often have staff fluent in Japanese and Chinese. Many of them also list products and prices in different languages.
For foreigners in Myeong-dong, however, a lowered language barrier often comes at the cost of lessening the bang for their buck. They can find themselves overpaying for products and services that are much cheaper in other districts where merchants are less smooth in dealing with them.
A bowl of rice porridge, flavored by ingredients such as beef, vegetables, seafood and mushrooms, can cost as much as 20,000 won in restaurants around Myeong-dong, especially in places frequently recommended in guidebooks for Japanese travelers. Many restaurants in other parts of Seoul don’t charge as half as much for the same dish.
A roll of ``gimbap,’’ or rice, vegetables and meat rolled in dried seaweed, cost as much as 7,500 won at some places in Myeong-dong, while prices at gimbap franchises are around 1,000 won to 3,000 won in other areas.
Another Myeong-dong restaurant was selling a pork cutlet at 14,000 won, about double what Seoullites usually pay.
``Tourists, the Japanese in particular, frequently select the most expensive menus. They love to visit restaurants where Japanese celebrities have visited or places that are listed in their guides," said a restaurant owner who declined to be named.
``The higher rents in Myeong-dong are also a factor. But it’s hard to deny that many shops have been looking to exploit tourists, who are less informed and less sensitive to price levels.’’
Kim Ji-won, who works for a company with its office in Myeong-dong, said it’s becoming harder to find shops and restaurants that provide reasonable value.
"It’s difficult to have lunch in Myeong-dong for less than 10,000 won. There is an Italian restaurant that has pasta and other selected dishes offered at 5,900 won. This place is popular and there is usually a long line during the peak lunch hour,’’ she said.
Kim added another tip on finding affordable restaurants. "We tend not to go into the places where Japanese and Chinese letters are written all over the place. Those obviously target tourists and more expensive," she added.
Fast-food chains have become another alternative for those seeking a cheap lunch. McDonald's in Myeong-dong is often crowded with men and women in suits, having burgers for a quick meal.
"Prices are going up steeply and everything, except for my payroll, is rising," Kim said.