The Jeju Special Self‑Governing Provincial Government Office building in Jeju City, South Korea. (Yonhap)
JEJU, South Korea, Oct. 23 (Korea Bizwire) — The Jeju provincial government has unveiled a sweeping initiative to eliminate price gouging at tourist attractions and local festivals, following a series of public complaints about overcharging and poor-quality food during recent events.
The plan, announced Wednesday after a government–private sector meeting chaired by Vice Governor Kim Ae-sook, outlines a three-stage framework of “prevention, monitoring, and sanctions” aimed at restoring visitor confidence and protecting Jeju’s tourism brand.
The move comes after several controversies, including overpriced squid dishes and low-quality gimbap sold at the Tamna Cultural Festival and Seogwipo’s Olle Market.
A gimbap sold for 4,000 won at the recent Tamna Cultural Festival in Jeju sparked controversy after online users criticized it for being mostly rice with little filling. (Photo source: captured from an online community)
Under the new system, Jeju will implement price stabilization measures before each festival, establish a price-monitoring command center, and require vendors to sign voluntary agreements and undergo training. During events, the province will operate a “price gouging hotline” and conduct joint on-site inspections.
Vendors will also be mandated to display clear price tags and menu photos both inside and outside their stalls, while sample dishes must be visibly placed at each booth to ensure price transparency.
The government warned that festivals found engaging in unfair pricing will face penalties ranging from point deductions in annual evaluations to exclusion from provincial designation and budget cuts. Severe or repeated violations will trigger a “one-strike-out” rule, permanently barring offenders from future provincial support.
Beyond festivals, Jeju will extend the anti-gouging campaign to seven key tourism sectors—lodging, transportation, restaurants, attractions, travel agencies, golf courses, and beaches—through a new public–private task force titled “Affordable Jeju Tourism.”
The task force will conduct targeted inspections of rental car companies, enforce outdoor price displays for restaurants, freeze beach amenity prices, and regulate pork cuts sold as “black pork.”
Vice Governor Kim pledged stronger oversight and education, saying, “We will enhance joint inspection teams and preemptively block unfair practices so that Jeju tourism can regain public trust.”
Residents and visitors are encouraged to report unfair pricing or misconduct through on-site complaint centers or the Jeju Tourism Inconvenience Hotline at 1533-0082.
Lina Jang (linajang@koreabizwire.com)
