Seoul deploys ‘mystery shoppers’ to guard against price gouging at Gwangjang Market

Visitors enjoy snacks at Gwangjang Market in Jongno District, Seoul / Korea Times file

Gwangjang Market, a 120-year-old landmark celebrated as the epicenter of Seoul’s bustling street food culture, is facing an institutional crackdown.

Following a string of highly publicized scandals involving price-gouging and unsanitary food preparation, municipal authorities announced Wednesday a sweeping regulatory campaign designed to restore public confidence in the historic site.

The Seoul Metropolitan Government, in tandem with Jongno District Office, will deploy a team of undercover "mystery shoppers" — including foreign nationals — to spot-check the market’s dense grid of food stalls through June. These covert inspectors will monitor vendors for predatory practices, including pressuring customers to order more food, inflating prices for international tourists and basic health code violations.

The regulatory squeeze comes amid fierce online backlash over hidden costs and vendor controversies, such as the widely criticized practice of reusing ice. In response, the city’s food policy inspectors are targeting 159 licensed restaurants and 109 independent food carts to scrutinize food storage, display methods and ingredient handling. Establishments found violating basic hygiene standards or failing to clearly display prices will face immediate operational suspensions or steep fines.

Beginning next month, Jongno District Office will also implement a strict identity-verification system for street vendors. Under the new framework, stalls will be assigned formal demerit points for behavioral or financial infractions. Repeat offenders will face temporary bans, while severe or structural violations could result in the permanent revocation of their permits.

Because traditional markets remain notoriously vulnerable to electrical fires, city officials said they are collaborating with Jongno Fire Station to audit safety corridors and ensure that emergency equipment is fully functional throughout the crowded alleyways.

“Gwangjang Market is a premier destination for international tourists, making a reliable, safe environment paramount,” said Lee Hae-sun, head of the city's Public Welfare and Labor Bureau. “This will not be a one-time sweep, but a permanent transition toward rigorous, routine monitoring.”

This article was published with the assistance of generative AI and edited by The Korea Times.