[Gangnam Perspective] For the BTS Gwanghwamun Square concert to remain a fond memory

People are once again flocking to the area around Gwanghwamun Square. This time, however, they are not carrying the Korean national flag or the U.S. flag, nor are they holding critical placards. There are no deafening loudspeakers, no shouting, no profanity. Instead, shopping bags, pamphlets, and light sticks sway in step with their footsteps. Their faces look noticeably brighter. Merchants greeting them are smiling as well. It is a stark contrast to the pro- and anti-impeachment rallies linked to emergency martial-law disputes that left Gwanghwamun Square exhausted for more than a year.
Excitement is already building across the Gwanghwamun Square area ahead of the free concert by BTS (Bangtan Boys) on the 21st. Foreign tourists are coming to Seoul to see a performance being held in the very heart of the city. The organizers expect around 300,000 people to gather in Gwanghwamun Square before and after the show. It is rare for the square to be packed for this kind of reason, which is why expectations are running high.
Yet what is being observed on the other side of this excitement is cause for concern. According to reporting by The Financial News, room rates in Gwanghwamun Square, Jongno, and Jung District have already surged to 400,000–700,000 won per night for the day before and the day of the concert. Some places have even exceeded 1 million won. Compared with the same period a month ago, prices are on average nearly three times higher. With two weeks still left before the concert, it seems some lodging businesses have already begun their own private feast. Airfare into Seoul from overseas is also climbing, and analysts note that ticket prices for flights to Seoul have jumped sharply just before the concert.
The problem goes beyond price gouging. On the ground, other troubling scenes have been observed. Some street vendors in Gwangjang Market in Jongno displayed only their bank account numbers, steering customers toward cash transfers instead of standard payment methods. A restaurant that failed to manage its ingredients hygienically was also spotted by a reporter. In Myeong-dong, there are still stalls that hide their card-payment notices and react reluctantly when customers offer a credit card. As a result, many foreign tourists are skipping street food altogether and heading to large franchise chains instead. A tourist from Germany pointed out, "Even though there is a lot to see on the streets of Myeong-dong, it is hard to find affordable, authentically Korean food."
In truth, none of this is new in Korea. Whenever a major event or holiday approaches, accommodation prices are the first to move. Problems such as poor-quality food, inflated prices, and unhygienic cooking practices repeatedly surface. Local governments regularly vow to crack down during big events for the same reason. From the 2nd to the 4th of last month, 18 businesses caught in a Seoul Metropolitan Government inspection faced administrative action for failing to post their room rates. Without a clearly displayed price list, customers have no way of knowing the normal rate in advance, and owners can freely quote whatever price suits the situation.
If the preparations made by the tourism industry and the expectations of visitors are not too far apart, these issues might be dismissed as minor mishaps or just part of the travel experience. Tourism, however, often leaves people with memories of completely unexpected things. Long before the glamorous concert begins, visitors may first encounter price gouging. Those who come imagining Korean food may instead run into rudeness and poor hygiene. These impressions can end up shaping their image of Korea more strongly than BTS itself. People who come here for BTS are also, in a broader sense, coming with expectations about "something Korean."
This is why feelings about the concert are somewhat mixed. A single idol group has used Korean popular music (K-pop) to draw people from around the world to Korea, yet we cannot be sure we are ready to support what they have achieved. There is no need for grand slogans. It is enough to display prices as required, follow proper payment practices, and put genuine care for the customer into each plate of food. It would be even better if we recognized that the kindness of Koreans can help spread the Korean Wave (Hallyu) just as much as a hit song. After the concert, tourists will remember Korea in their own ways and share those memories. Ideally, whatever remains in their minds will not be "overpriced bills" or "unfriendly gestures" when they think back on Korea.
jjw@fnnews.com Reporter