By Yu Seung-eun
Korea, renowned for its vibrant culture, technology and bustling urban life, has become a popular destination for international travelers. However, like any tourist hotspot, it faces its fair share of issues. Some visitors report being scammed almost immediately upon arrival, with taxi drivers charging exorbitant fares to those unfamiliar with local rates. Others recount experiences in popular tourist areas and markets, such as Hongdae, Gwangjang Market or Dongdaemun, where vendors frequently inflate prices for non-Korean speakers.
To put these claims to the test, the Howdy Korea team conducted an experiment: What would happen if a foreigner, pretending not to speak any Korean, navigated certain everyday interactions?
A test at Incheon International Airport
Our first stop was Incheon International Airport, often hailed as the pride of Korea. Ranked as the third-best airport in the world by SKYTRAX, it boasts world-class amenities and efficient services. However, some travelers claim that getting from the airport to Seoul can be a scam-ridden ordeal, particularly when dealing with taxi drivers.
To investigate, Howdy Korea host Yasmin Aladdin, fluent in Korean, approached taxi drivers speaking only Arabic and English. At first, the results were reassuring — drivers quoted the standard rates set by the airport or simply agreed to charge by the meter. But was this politeness genuine, or was the visible presence of a camera influencing their behavior?
To probe further, Yasmin returned after a short wait, this time with the camera less visible, using only a concealed recording device. The change in treatment was immediate. The first driver she spoke to quoted an inflated fare of 80,000 to 90,000 won, plus a 10,000-won toll fee — twice the amount estimated by local map services like Google Maps and Kakao Map. When Yasmin sought clarification on whether this was a premium taxi rate, the driver insisted it was the standard fare and warned that black taxis (premium taxis) would cost her twice as much. Shocked, the Howdy Korea team declined the ride and returned to the airport lobby.
The discrepancy was clear: as soon as the cameras were gone, so was the honesty.
The changing face of Gwangjang Market
Next, we turned our attention to Gwangjang Market, one of Seoul’s most famous food and textile markets. In recent years, the market has gained a notorious reputation among tourists, with numerous social media posts and Reddit threads accusing vendors of price gouging. Some visitors have even vowed never to return, citing a lack of transparency in pricing.
However, upon arrival, we encountered a very different reality. Over the course of our investigation, we spoke with approximately 20 to 30 merchants, using only English. Surprisingly, every vendor had clearly displayed prices and multilingual menu boards. What had changed?
To find out, we interviewed the director of the Gwangjang Market Merchants’ Association, who was eager to highlight the improvements made over the past year.
"The changes came through a joint effort between merchants and the Seoul Metropolitan Government," he explained. "We have been actively educating vendors on improving service quality, ensuring menus are displayed both in hard copies and through QR codes available in 20 languages. We even held a service improvement resolution meeting to reinforce these efforts."
Beyond merchant training, the Seoul city government has implemented a “mystery shopper” program, in which inspectors pose as regular customers to monitor pricing and service quality. If issues arise, the Merchants’ Association steps in to enforce necessary changes.
When asked about the past accusations concerning overpricing, the director acknowledged the problem. "Yes, it was a significant issue, and we took responsibility for it. It took some time, but we are seeing progress. Complaints about overpricing have drastically decreased, and we are committed to maintaining this standard. I can confidently say our market has improved."
A step toward greater transparency
While our investigation confirmed that some scams persist — particularly in some settings like airport taxis — it also revealed signs of progress. Gwangjang Market’s transformation shows that accountability and proactive measures can make a difference, setting a positive example for Korea’s broader tourism industry.
For travelers, the key takeaway is to stay informed. Researching local prices, using official transportation apps and being aware of potential red flags can help mitigate the risk of being overcharged. For Korea’s tourism sector, the lesson is clear: transparency and fair pricing are not just ethical imperatives but essential for sustaining a welcoming and reputable travel environment.
English (United States) ·