Seoul Launches Traditional Market with K-Food Night Market

On November 14 at 6 PM, traditional lanterns will illuminate the eaves of Hanok at Namdaemun Market as the 'Moonlight Tavern' opens its doors. The tavern will serve pork belly with fresh kimchi and chicken noodle soup topped with baby hairtail. Vendors will display household goods and unique products, welcoming approximately 300,000 visitors who frequent the market daily. After sunset, Namdaemun Market will transform into a night tourism destination where visitors can enjoy dinner and explore the market.
 
The Seoul Metropolitan Government announced on November 10 that the 'Seoul Moonlight Gourmet Festival' will take place at Namdaemun Market from November 14 to 21, operating daily from 6 PM to 9 PM. The initiative aims to encourage foreign tourists and young locals enjoying K-food to linger in the market after their meals, combining food, shopping, and walking tours. This effort expands the '24-Hour Vibrant Economic City' policy to traditional markets, boosting local commerce through nighttime cultural events.
 
The centerpiece of the festival is the 'Moonlight Tavern,' a modern take on the traditional market tavern. Decorated with Hanok eaves and traditional lanterns, the tavern will be staffed by chefs and personnel dressed in traditional attire. Owner-chef Nam Jun-young from Yongsan and chef Jo Seo-hyung, known for his appearance on Netflix's 'Black and White Chef,' will collaborate to prepare the dishes.
 
The featured menu includes 'Pork Belly with Fresh Kimchi' and 'Chicken Noodle Soup with Baby Hairtail.' The chicken noodle soup, a staple of Namdaemun Market, will be topped with young hairtail. These dishes will be available only during the festival and can be ordered on-site without prior reservation.
 
On the opening day, November 14, Seoul Mayor Oh Se-hoon will visit the event at 6 PM, dressed in traditional tavern attire, and will serve as a guest chef, interacting with citizens and tourists while sharing the dishes.
 
Outside the tavern, the 'Moonlight Market' will feature a variety of household goods and unique products from over 20 vendors, organized in collaboration with the Namdaemun Market Merchants Association. Additionally, three 'Moonlight Gourmet Tours' will guide food enthusiasts through the market's hidden gems and distinctive offerings. The city plans to connect the market experience with nearby attractions like Myeongdong and Namsan, allowing visitors to enjoy dinner while taking in the city’s night views.
 
Namdaemun Market is already a key stop for foreign tourists. According to data released by the Seoul Metropolitan Government on November 3, foreign card spending at Namdaemun Market increased by 65.6% from January to September 2026 compared to the same period last year, surpassing the overall growth rate of 48.8% for traditional markets in Seoul. The popularity of household items sold in the market, such as scarves and towels, has attracted more foreign tourists and young shoppers, the city explained.
 
The festival will take place in the arcade, which was established by the Seoul Metropolitan Government and Jung-gu last November, covering approximately 135 meters in the market's central area. This facility allows visitors to explore shops while sheltered from rain and strong sunlight, serving as the first outcome of the 'Namdaemun Market Innovation Project.' This arcade, originally designed for daytime shopping, will now facilitate evening dining and market exploration.
 
The city has noted that consumer spending in surrounding areas tends to increase during nighttime events. During the 'Seoul Light DDP' event in September, average daily card spending in nearby areas rose by 17.4% year-on-year, with foreign card spending increasing by 39.1%. In August, during the 'Hangang Night Ping' event, card sales in three nearby areas increased by 5.9%, and the average number of visitors rose by 65.5%.
 
From January to September 2026, 13.14 million foreign tourists visited Seoul, a 21.5% increase compared to the same period last year. During this time, foreign card spending reached 8.8435 trillion won, surpassing last year's total. The Seoul Metropolitan Government plans to develop unique nighttime programs for each market, highlighting local food and products, using this festival as a catalyst.
 
Cho Sung-ho, Director of the Seoul Tourism and Sports Bureau, stated, "We hope the Seoul Moonlight Gourmet Festival will provide a new travel experience of shopping during the day and enjoying gourmet food at night, revitalizing traditional markets."