Myeongdong street vendors in Seoul are taking the initiative to collect empty drink cups and food packaging from foreign tourists. As international visitors return post-COVID-19, the streets have become cluttered with trash. The Seoul Tourism Foundation and the Namdaemun Police are expanding this voluntary effort into a campaign aimed at addressing the waste issue through hospitality.
◆ Myeongdong Sees Surge in Tourists, Trash Concerns Grow
According to estimates based on mobile data from the Korea Tourism Data Lab, the number of foreign tourists in Myeongdong plummeted from 743,914 in 2020 to just 40,960 in 2021. However, the numbers rebounded sharply, with over 9.77 million foreign visitors recorded in 2023 and 14.3 million last year. By September of this year, approximately 12.9 million tourists had already visited, surpassing 90% of last year's total.
As tourist numbers surged, so did complaints. The Seoul Tourism Complaint Center received 644 complaints in 2023, more than triple the 208 received in the previous year. By October of this year, 788 complaints had already been filed, exceeding last year's total.
In Myeongdong, trash has become a significant issue. Among the complaints received by the Namdaemun Police through banners and posters, 31.6% were related to street vendors in Myeongdong. Requests for stricter enforcement against littering and improper waste disposal were common, similar to the 30% of complaints related to homelessness in the Seoul Station area.
The problem of waste due to overtourism is not unique to Myeongdong; it is a common concern in major tourist destinations worldwide. In 2018, Florence, Italy, introduced fines of up to 500 euros for eating in public areas due to littering issues. Thailand banned smoking and littering on 24 popular beaches, imposing fines of up to 100,000 baht or a year in prison for violations. Similarly, Shibuya in Tokyo began imposing a 2,000 yen fine for littering in June.
◆ Vendors Initiate 'Clean Myeongdong Campaign' with Support from Authorities
Unlike overseas examples that rely on fines and regulations, Myeongdong has sought solutions through hospitality and cooperation. The 'Clean Myeongdong Campaign' is a joint effort between the Seoul Tourism Foundation and the Namdaemun Police, working alongside street vendors. While it may seem that installing public trash bins would solve the problem, past experiences showed that large bins quickly overflowed, causing odors and aesthetic issues.
The Namdaemun Police's Crime Prevention Team discovered the vendors' voluntary efforts to collect trash from tourists during a security needs assessment earlier this year. Since March, they have initiated a trash collection campaign. To enhance publicity, the police collaborated with the Seoul Tourism Foundation, which was already focused on improving the reception of foreign tourists. The two organizations signed a memorandum of understanding on October 20 to expand the campaign both online and offline.
The Seoul Tourism Foundation, in collaboration with the city, created new multilingual signs distributed to 346 street vendors in Myeongdong. The signs feature the phrase 'WE'LL TAKE YOUR TRASH' prominently, along with an illustration of a pink trash bin, making them easily visible to foreign visitors. Vendors displaying these signs will accept trash from tourists, regardless of where the items were purchased.
The campaign is also promoted at six tourist information centers and 15 tourist kiosks operated by the Seoul Tourism Foundation. Online, they partnered with creator HelpYoon to document the campaign. A video showcasing tourists returning empty cups to vendors, who gladly accept them, was released earlier this month on VisitSeoulTV and HelpYoon's channel, garnering 2.85 million views within a day.
Thanks to the efforts of the vendors, the campaign has gained traction. Vendors have committed to accepting all trash from their stalls. Han Du-hee, who has operated a stall in Myeongdong for 18 years, stated, "All vendors believe that customer satisfaction is vital for our business. That's why we clean up instead of relying on trash bins. We even cover the cost of the recycling bags, which amount to about 1,250 won per day, and accept trash from other stalls as well."
Another vendor, Park Jeong-soo, added, "We approach tourists with a welcoming attitude and offer to take their trash. Thanks to the campaign signs, foreign tourists who were hesitant to dispose of their trash now feel comfortable handing it over to us. By removing large trash bins and having vendors collect waste directly, Myeongdong has become noticeably cleaner."
On a busy Thursday evening, the streets of Myeongdong, filled with foreign tourists, were nearly free of litter. Tourists expressed their appreciation for the campaign. Elisa from France remarked, "I saw the campaign on social media. It's a fantastic idea. Over time, as this culture becomes established, foreign tourists will feel comfortable asking vendors where to dispose of their trash."
Weikai from Malaysia noted, "I've visited tourist spots in other countries, but I've never seen this kind of culture. I think it's a great campaign. It's nice to have someone take care of the trash for us."
◆ Focus on Readiness Over Visitor Numbers
The Ministry of Culture, Sports and Tourism estimates that the number of foreign tourists visiting South Korea has surpassed last year's record of 18.94 million as of October 27. With the anticipated milestone of 20 million visitors approaching, tourism policies are shifting focus from sheer numbers to safety, cleanliness, and convenience.
Kim Byeong-min, the newly appointed head of the Seoul Tourism Foundation, emphasized the importance of 'safety and cleanliness' as prerequisites for enhancing nighttime tourism. The foundation's support for this campaign and the expansion of a multilingual reporting system align with this goal.
Kim stated, "The Clean Myeongdong Campaign is an exemplary case of public-private cooperation that addresses both tourist convenience and local residents' everyday inconveniences. If this initiative spreads to other street vendors and night markets in Seoul and becomes a cultural norm, it could significantly enhance the city's competitiveness."
The Namdaemun Police are also focusing on ensuring safety, a key aspect of readiness. As tourist numbers increase, misunderstandings arising from language barriers, such as billing errors, often lead to theft or loss reports. To address this, the police developed a multilingual reporting QR code for tourists who may not know the emergency number or have difficulty communicating. Scanning the QR code automatically recognizes the smartphone's language settings and provides instructions for reporting emergencies and handling lost items in eight languages.
The Seoul Tourism Foundation plans to include this QR code in maps designed for foreign tourists, multilingual tourism brochures, and promotional videos to enhance safety measures.
Namdaemun Police Chief Ham Gyeong-cheol stated, "We focused on improving access to security services in Myeongdong, a must-visit destination for foreign tourists seeking K-beauty, K-food, and K-fashion. We will continue to work closely with local vendors and relevant organizations to maintain the cleanliness and safety of Myeongdong."
* This article has been translated by AI.
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