Korea to prep 11 'must-see' traditional markets for global spotlight

Stalls selling fish at Dongmun Market in Jeju are crowded with visitors, Feb. 11, as people shop for holiday ingredients ahead of the Lunar New Year holidays. Yonhap

From the aromatic alleys of Gyeongdong Market in Seoul to the seaside bustle of Haeundae Market in Busan, Korea is betting that its traditional markets are key to winning over global travelers. On Wednesday, officials unveiled a high-octane plan to "globalize" 11 iconic venues, rebranding the nation’s historic marketplaces as the ultimate frontier for authentic food and culture.

The program, led by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO), aims to make traditional markets a must-visit location for international travelers.

The selected markets span 10 regions, including Gyeongdong and Mangwon markets in Seoul, Haeundae Market in Busan, Seomun Market in Daegu, Sinpo International Market in Incheon and Suwon Nammun Market in Gyeonggi Province.

Gyeongdong Market in northeastern Seoul is known as one of the country’s largest herbal and agricultural markets, while Mangwon Market in the trendy Mangwon-dong neighborhood in the western part of the capital has grown into a hub for street food popular with younger travelers.

Sinpo International Market in Incheon has long catered to both locals and international visitors passing through the port city, with fusion foods reflecting its maritime history. Suwon Nammun Market, near the UNESCO-listed Hwaseong Fortress, blends traditional goods with alleys selling snacks that give tourists an easy add-on to their itinerary.

Haeundae Market, located near Busan’s famed beach of the same name, offers quick access to seafood and nightlife, and Seomun Market in Daegu is a sprawling fabric market linked to the city’s textile heritage, as well as a major spot for street food.

The Andong Old Market in North Gyeongsang Province connects visitors to the southeastern city’s Confucian heritage and traditional cuisine.

Sokcho Tourist and Fishery Market in the mountainous eastern Gangwon Province is best known for its fresh and dried seafood specialties like pollack.

Danyang Gugyeong Market in North Chungcheong Province in the central part of the country attracts visitors heading to the region’s natural attractions, including rivers and caves.

Jeonju Nambu Market, located next to the city’s famed hanok village, is a gateway to Jeonju-style bibimbap and other regional dishes from North Jeolla Province.

Dongmun Market on Jeju Island offers tangerines, seafood and snacks tailored to domestic and international tourists.

Each market will receive tailored support in cooperation with local governments and vendor associations to build a distinct brand identity, develop and strengthen hands-on programs on food tastings and night tours. Also, the plan includes improved baggage storage and links to nearby festivals and nighttime content to encourage visitors to linger and spend more in surrounding communities.

The KTO will also step up overseas marketing, improve multilingual information and expand card payment systems and fixed pricing to make shopping easier and more transparent for foreign visitors. Campaigns for cleanliness and friendly service will be extended to tackle long-standing concerns over hygiene and accusations of overcharging tourists that have dogged some of Seoul’s best-known markets.

Traditional markets have become a key arena in Korea’s broader tourism drive, as the country works to convert surging visitor numbers into higher spending and longer stays.

In Seoul, markets such as Gwangjang and Namdaemun have long been on the tourist map, but newer hot spots like Mangwon and Tongin markets have also seen particularly brisk growth in recent years as social media steers travelers toward neighborhood eateries and street food stalls.

“Traditional markets are a core tourism asset where visitors can experience K-food and K-culture most vividly,” a regional tourism official for the KTO said, vowing “active support so that each market’s unique charm can help it emerge as a signature Korean itinerary.”