Seoul’s metropolitan government has deployed mystery shoppers as part of its attempts to crack down on merchants ripping off tourists at the popular Myeongdong shopping area. According to Korea JoongAng Daily, the move comes amid a surge in illegal commercial activities among shop owners, such as overpricing and aggressive selling. South Korea saw a record number of foreign arrivals since the Covid-19 pandemic in the first quarter of 2024.
Myeongdong, a neighbourhood in Seoul’s Jung district, is one of the city’s most popular shopping and fashion destinations. It is home to both local and international stores offering items such as cosmetics, clothes, shoes and accessories. Several department stores - including the flagship Lotte Department Store - are also in the area.
Aside from shopping, Myeongdong is also known for its bustling street food scene, as well as tourist spots such as the Myeongdong Cathedral. The city, in collaboration with the Seoul Metropolitan Police Agency, launched a team of about 50 to conduct a three-day operation on cosmetic stores starting May 27. The team is set to visit 75 cosmetic stores in Myeongdong’s shopping area to ensure that merchants are displaying prices on their products, Korea JoongAng Daily reported.
Under South Korea’s Cosmetics Act, all cosmetic items sold in the country must have visible price tags to inform customers of the actual prices. As part of the operation, mystery shoppers disguised as foreign tourists will be depl.