'Scarf ajeossi' buzz draws crowds to Namdaemun Market, prompting safety measures

As Namdaemun Market in Seoul emerges as a new shopping destination popular with foreign tourists and the MZ generation, Jung-gu has launched crowd safety management measures at the site.

The district said it welcomes the renewed energy at the traditional market but wants to prevent safety incidents that could arise from visitors concentrating around certain stalls.

Long known as a place where "you can find everything except what's missing," Namdaemun Market has recently gained a following among foreign tourists and younger visitors as a hands-on shopping destination. Hanyang-sa, the stall run by the vendor known online as the "scarf ajeossi" — who went viral on social media for witty sales banter — has drawn not only buyers but also visitors who come simply to watch. At one point, the surge in foot traffic was so severe that the stall had to temporarily close.

In response, Jung-gu has been working with Namdaemun Market Co. and police to strengthen on-site safety management.

The district is intensively monitoring crowd density in the most congested zones, clearing obstructions that block pedestrian flow, and deploying safety personnel during peak hours to conduct regular patrols.

On Friday, district officials met with the owner of Hanyang-sa to hear about operational difficulties and discuss crowd management and on-site safety measures.

Jung-gu also plans to establish a permanent crowd management system, not just a temporary response. The district intends to request that the area around Namdaemun Market be added to the Ministry of Interior and Safety's crowd management system for densely populated areas.

The goal is to have the area incorporated into the system from 2027, following a demand survey at the end of this year. Once designated, the district expects to monitor crowd density around the clock, detect warning signs early and respond quickly.

"It is a welcome development that Namdaemun Market is thriving and drawing so much affection from the public," Jung-gu District Mayor Kim Gil-sung said. "We will stay in close communication with those on the ground — so that merchants can run their businesses with peace of mind and visitors can enjoy the market safely and comfortably."