Jeju market sparks outrage over overpriced squid dish in latest tourist ‘rip-off’ controversy

A squid dish sold at Seogwipo Maeil Olle Market in Jeju sparks fresh controversy over overpriced, low-quality food served to tourists. Captured from Bobaedream’s Instagram

Jeju Island is once again facing criticism over alleged overpricing targeting tourists, after a traveler claimed to have been served a meager portion of stir-fried squid priced at 15,000 won ($11).

A post on the online community Bobaedream reported that a visitor, identified as A, bought a medium-sized squid dish at Seogwipo Maeil Olle Market, the largest traditional market on Jeju Island.

However, the takeout box was reportedly “less than half-filled,” falling far short of the customer’s expectations given the price. Photos uploaded with the post showed a nearly empty container with just a few pieces of squid and some mayonnaise sauce at the bottom.

“The vendor distracts customers with flashy fire shows, then cheats them like this,” A wrote. “They’re running a business without conscience in a place packed with tourists. I didn’t eat any of it before taking the photo — it looked like this when I opened it at my accommodation. I’ll never go again. Others should check their food right in front of the stall before leaving.”

The post sparked anger among online users, with comments such as, “They must think tourists won’t come back anyway,” “Jeju’s overpricing is out of control,” and “Even the larger portion size at 20,000 won was still tiny when I tried it before.”

According to Jeju provincial officials, tourism numbers are rebounding. During the recent Chuseok holiday, 339,926 tourists visited the island, up eleven percent from last year. But as visitor numbers rise, so do complaints about “overpriced and underwhelming” food.

Last year, controversy erupted over a serving of pork belly described as “90 percent fat,” and in April, another traveler complained about paying 25,000 won for a stir-fried sundae (Korean blood sausage) dish that contained only six pieces.

Similar complaints about 4,000-won kimbap and pork cuts with excessive fat continue to surface, fueling visitors’ frustration over Jeju’s persistent “rip-off” reputation.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by generative AI and edited by The Korea Times.