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A coalition of merchants from Seogwipo City, Jeju Island, has filed an official complaint with local authorities regarding the widespread sale of misleadingly labeled grilled squid products in the region’s tourist markets.
The group, representing legitimate seafood vendors in Seogwipo’s traditional markets, alleges that numerous stalls and shops are selling imported squid while falsely advertising it as local Jeju catch. The complaint was submitted to the Seogwipo City Consumer Protection Office last week after months of mounting frustration among authentic local vendors.
“This isn’t just about business competition—it’s about honesty and preserving Jeju’s culinary reputation,” said Kim Min-ho, spokesperson for the Seogwipo Merchants Association. “Tourists come here specifically seeking authentic Jeju seafood, but they’re being deliberately misled.”
The controversy centers on dried and grilled squid, a specialty product that has long been associated with Jeju Island’s fishing heritage. According to the merchants’ complaint, laboratory testing commissioned by their association revealed that approximately 70 percent of squid products marketed as “Jeju squid” in tourist areas actually originated from waters around China or Southeast Asia.
Jeju Island, South Korea’s largest island and a popular domestic and international tourism destination, has built much of its culinary identity around fresh seafood harvested from surrounding waters. Local squid, prized for its distinctive texture and flavor, typically commands premium prices—often 30-40 percent higher than imported alternatives.
Tourism officials express concern that fraudulent labeling practices could damage Jeju’s reputation as a destination for authentic food experiences. The island welcomed over 14 million visitors in 2022, with food tourism representing a significant driver of local economic activity.
“Our traditional markets and authentic food culture are major attractions,” noted Park Ji-won, deputy director of the Jeju Tourism Organization. “If visitors feel they’ve been deceived about the provenance of iconic Jeju products, it undermines trust in our entire tourism ecosystem.”
The mislabeling issue reflects broader challenges in South Korea’s food supply chain transparency. Similar controversies have emerged in recent years involving other regional specialties, including Pohang snow crabs and Uiseong garlic, prompting calls for stricter origin verification systems.
Market analyst Lee Sung-jin of Korea Food Industry Research suggests the problem extends beyond simple fraud. “We’re seeing the consequences of declining local catches due to overfishing and climate change impacts on marine ecosystems. As Jeju’s fishing industry struggles to meet demand, the temptation to substitute imported products increases.”
Data from the Jeju Maritime and Fisheries Office indicates that local squid catches have decreased by approximately 35 percent over the past decade, while tourist demand has continued to rise.
In response to the complaint, Seogwipo City officials have announced plans to conduct inspections of seafood vendors in major tourist areas beginning next month. Businesses found violating origin labeling laws could face fines up to 10 million won (approximately $7,500) and potential business suspension.
The city is also considering implementing a QR code certification system that would allow consumers to verify the authenticity of Jeju seafood products through their smartphones.
“We take these allegations very seriously,” said Seogwipo City’s consumer protection director Kang Hye-jin. “Protecting both our visitors and the integrity of Jeju’s food producers is a priority.”
The merchants’ association has called for regular market inspections, increased penalties for violators, and a public education campaign to help tourists identify authentic local products.
As the investigation proceeds, the controversy highlights the growing tension between preserving regional food authenticity and meeting the demands of mass tourism in South Korea’s most visited destination. For Jeju’s legitimate seafood vendors, the outcome may determine whether traditional fishing communities can maintain their livelihoods amid changing marine conditions and intense market pressures.
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9 Comments
Preserving the reputation of authentic Jeju seafood is important, but I hope the solution doesn’t become overly burdensome for smaller vendors. Finding the right balance between consumer transparency and business viability will be key.
That’s a good point. Any regulatory response should aim to support legitimate local businesses without creating undue barriers to entry. Collaborative efforts between merchants, authorities, and consumer groups may be most effective.
The merchants make a valid case that false advertising of imported squid undermines consumer trust and the local seafood industry. However, I wonder if there are also opportunities to educate visitors about the diversity of Korean seafood beyond just Jeju-specific varieties.
This is a concerning issue for the local seafood merchants in Seogwipo. Authenticity and transparency are crucial for preserving the reputation of Jeju’s culinary heritage. I hope the authorities can effectively address the false labeling of imported squid products.
This dispute highlights the challenges of maintaining product integrity and brand identity, especially in tourist-driven economies. I’m curious to see how the Seogwipo authorities will address the merchants’ concerns about misleading labeling.
Squid is a popular delicacy in Korea, so it’s understandable that the merchants want to protect their local brand. Misleading consumers about the origin of the seafood undermines trust and hurts legitimate businesses. The city should investigate this thoroughly.
I agree, the authorities need to crack down on these counterfeit products to uphold the integrity of Jeju’s seafood industry. Tourists expect authentic local fare, and the merchants deserve to benefit from their regional specialties.
Jeju Island is renowned for its unique marine ecosystems and seafood. While the merchants’ concerns about counterfeit products are understandable, I hope any regulatory actions protect rather than stifle the vibrant local food culture.
This is an interesting case of economic competition and consumer protection. While merchants have a right to protect their livelihoods, I wonder if there are also broader implications for food labeling standards and tourism authenticity in the region.