Hidden Card-Payment QR Codes Risk Damping BTS-Fueled K-Tourism Boom

With Gwanghwamun Square in Seoul set to host BTS's comeback performance and an expected crowd of 300,000, downtown commercial districts are already buzzing. Opinions are divided, however, on whether the city's main tourist areas are truly ready to welcome the influx of visitors. Despite the Seoul Metropolitan Government’s pledge to crack down on price gouging, some stalls still show poor hygiene and push customers toward cash payments, standing in stark contrast to friendly shops that clearly post fixed prices.
■ In Jongno, cash pushed and hygiene gaps exposed
When this newspaper visited Gwangjang Market in Jongno District, Seoul, on the afternoon of the 6th, the number of foreign tourists had visibly increased. Many were tasting Korean street foods such as bindaetteok (mung bean pancakes) and tteokbokki, or constantly lifting their phones to capture photos of the market scenery.
Most stalls inside the market displayed unified green signboards, along with price lists in four languages: Korean, English, Chinese, and Japanese. Even shops selling packaged snacks had price tags attached to each product. Simple dishes like snack-bar items were generally priced around 5,000 won, while most other foods cost about 10,000 won. Vendors called out "Credit card OK" to draw in customers, and many stalls had photos of celebrity visits posted out front. However, at some stalls, bank account numbers were displayed to nudge customers toward cash transfers instead of card payments.
At another stall, staff were preparing ingredients in a back area cluttered with boxes and trash. Skewers that appeared to have been used multiple times, darkened from repeated grilling, were being reused as they were. Long-standing hygiene issues in traditional markets are once again coming to the surface.
■ In Myeong-dong, prices are high and Korean food is scarce
Nearby streets around Gyeongbokgung Palace, close to Gwanghwamun Square where the BTS concert will take place, were also packed with foreign tourists. A typical itinerary now seems to be renting hanbok, taking instant photos at small studios, and then heading to Gyeongbokgung Palace to snap must-have photos. Visitors wearing hanbok can enter Gyeongbokgung Palace for free.
Most hanbok rental shops clearly posted basic rates of about 15,000 won for two hours and 20,000 won for four hours. Accessories, hair ornaments, and photo services were available at additional cost.
Jeong, 48, who has run a hanbok rental shop for nearly 10 years, noted, "Since February and March, the number of foreign tourists trying hanbok has almost doubled," adding, "Male tourists in particular often recognize the 'gat'—the traditional Korean hat worn by BTS—and decide to rent hanbok because of it."
Lu Mei, a 24-year-old student from Taiwan, said, "I couldn't get a seat for the BTS concert, but my friends came to visit from Taiwan," and added, "I wanted to show them Gwanghwamun and Gyeongbokgung Palace, where the concert is being held, in person."
By late afternoon, the atmosphere in Myeong-dong shifted as street vendors began setting up. As dusk approached, stall owners laid out their stands one by one along the streets, and the number of tourists quickly swelled.
Many Myeong-dong street stalls followed the fixed-price policy using price boards provided by Jung District. Numerous vendors also accepted QR-code payments such as Alipay, targeting Chinese tourists. Yet some stalls still discreetly covered up signs indicating card payment, and when customers tried to pay by card, the vendors reacted reluctantly.
Food prices at Myeong-dong street stalls were relatively high. Chicken skewers or a single roll of gimbap cost 5,000 won. Fruit juices ranged from 5,000 to 10,000 won, while steak and grilled lobster were sold for around 20,000 won.
As a result, some tourists chose large franchise outlets over street food. Around 7 p.m. that day, the McDonald's Myeongdong branch was packed with tourists. "There’s a lot to see in Myeong-dong, but it wasn’t easy to find affordable, distinctly Korean food," said Benterte, 29, from Germany. "I plan to finish my sightseeing after having a quick meal in a warm indoor space," he added.
An official from the Seoul Metropolitan Government stated, "Ahead of the BTS concert, we are inspecting price displays and unfair practices in commercial districts that attract many tourists," and continued, "We will focus on creating an environment where visitors can feel safe and comfortable coming to Seoul."
425_sama@fnnews.com Choi Seung-han Reporter