Foreign Tourists Fall Prey to Overpricing in South Korea

The number of foreign tourists visiting Korea has been increasing. Last year, the total number of foreign visitors reached 11.03 million. Japan had the highest number of visitors, followed by China, the United States, Taiwan, and Vietnam.

However, with the rise in the number of foreign tourists, there have been controversies regarding overcharging. Let’s delve deeper into the issue.

Recently, a post titled “Charged 800,000 won ($680) at a hair salon, is it a scam?” was posted on an online community. The author mentioned that their Japanese friend arrived in Korea and received a perm and a haircut, resulting in a cost of around 800,000 won ($680). They also shared a receipt containing the payment details.

The receipt confirmed that a deputy director provided the services at a salon located in Gangnam. The charges amounted to 449,000 won ($380) for a male perm and 350,000 won ($300) for a male haircut, totaling 799,000 won. ($680)

The author stated, “Although my friend understands some Korean, they couldn’t ask additional questions during payment because the hairdresser spoke too quickly.” They also mentioned, “The exact amount was not informed before the procedure, and there was no direct signature during the credit card payment.” Furthermore, the salon added approximately 500,000 won ($425) worth of hair products, but the Japanese tourist declined to purchase them, resulting in the payment of 800,000 won ($680).

Expressing apprehension, the author stated, “Given the substantial sum involved, I am inclined to question the legitimacy of the transaction. Moreover, I am keen to ascertain the appropriate course of action to address this matter,” seeking guidance.

In response to the incident above, netizens expressed outrage. Comments such as “Charging 800,000 won ($680) for a men’s haircut? Ridiculous!”, “Even for an upscale salon, a cut costing 350,000 won ($300)? Unbelievable!”, “This is not just price gouging, it’s outright fraud,” and “Typical case of taking advantage of foreigners” were prevalent.

As the controversy persisted, the salon asserted, “We provided the customer with explanations of the procedure and price guidance and obtained consent for the services to proceed.” The author conveyed that they received a sincere apology from the salon.

The author clarified, “It is indeed true that my Japanese friend initially agreed to the price, and it is also true that there is a tendency to feign understanding despite not fully comprehending.” They further stated, “The salon’s gesture of a full refund and a gift as a gesture of apology has left everyone involved satisfied with this resolution. The affected friend does not seek further action.”

The pricing controversy surrounding this salon is not new. In April of last year, a post on an online community detailed how a friend’s child, who is not fluent in Korean, was charged 953,000 won ($810) for highlights, two haircuts, and shampooing.

The author pointed out that the salon did not inform the price beforehand. They left a post questioning if this was a case of overcharging a young foreigner. When they protested to the salon, they claimed that the price of 800,000 won ($680) was for four sessions of bleach at 140,000 won ($120) and ampoule at 60,000 won ($50) each and that it was a fair price.

The controversy over inflated salon charges targeting foreigners resurfaced in October last year. A post caught attention stating that a foreign friend visiting a salon in Gangnam, Seoul, was charged 1.01 million won ($860). The author mentioned that the visitor struggled with Korean language proficiency and received no prior notification.

The detailed invoice revealed charges of 380,000 won ($320), and 120,000 won ($100) for two types of perms, setting perm and root perm, respectively. Dyeing costs 220,000 won ($185), while scalp and hair care costs 350,000 won ($300). With a 10% discount applied to perms and dyeing, the final charges were calculated at 342,000 won ($290) and 108,000 won ($90), respectively.

The salon maintained that they had informed the client of the prices in advance and stated that the services took approximately six hours.

There have been controversies over overcharging not only in hair salons but also in various places. Recently, the Gwangjang Market has also become embroiled in disputes. Despite facing societal backlash multiple times, some merchants’ actions continue to spark controversies.

A YouTuber named Foodman posted a video of visiting Gwangjang Market with a foreign friend. The YouTuber spoke English with his foreign friend and ordered a sundae (Korean sausage) and meat dumplings. Although they ordered meat dumplings, the owner gave them a mix of meat and kimchi dumplings, saying it was a “mix.” Regular dumplings were priced at 5,000 won ($4), whereas the mixed ones were charged at 10,000 won ($8).

The YouTuber mentioned that the owner also swapped menus for other foreigners. The street food prices in Myeongdong, which are popular among foreign tourists, have gradually increased. Most food items range from 4,000 to 6,000 won ($3.40-$5.10). Chicken feet, grilled squid, and kimchi-wrapped pork belly are priced at 10,000 won ($8.50), while grilled lobster costs 20,000 won ($17). Reviews on TripAdvisor and Google Maps indicate that although prices in Myeongdong are considered expensive, many foreign tourists still find street food enjoyable.