In a bustling street full of people and food carts, an elderly woman patiently sits on a bright red plastic stool. Her merchandise—basketfuls of apples, tangerines, and strawberries—lies on the ground atop piles of newspapers. Traditional Korean markets, si-jangs (시장), long served as pillars of culture and community. Now, the nation’s shifting consumer habits and growing competition threaten their existence.
Though Korea’s first markets date back to the Three Kingdoms period (57 BCE – 668 CE), si-jangs gained popularity following technological advancements in the 15th century. Traditionally held in village alleyways or squares, these outdoor marketplaces sold fresh produce, seafood, confections, and household goods. They soon evolved to reflect local customs and tastes as essential gathering spaces for the common class of a region.
Today, many vendors take pride in the unique stories behind their history-rich stores. “I started out by helping my mom with the stall when I was 14. I had to help stack fruit. I had to help carry boxes. There were a lot of things to prepare so we needed to wake up early—I used to be a little annoyed by this when I was little. This was a year or two after Dong-gu si-jang opened, so that was nearly 50 years ago,” Haru Gwa-il’s Jung Mi-kyung said.
For many, these bazaars evoke fond memories of their childhood visits and favorite foods. “I used to go often to si-jangs like the Chilseong Market and Seomun Market with my family when I was younger. I remember thinking the street food was cool and everything was very affordable whenever I went shopping there. I have nice memories of eating kimbap and tteokbokki in small stands and enjoying some guksu and gukbap in the restaurants,” junior Brian Hyun said.
In recent years, however, many si-jangs saw a sharp decline in visitors as consumer habits shift—with more than 148 markets closing their doors nationwide. “Just a couple decades ago, families would come here together before holidays to purchase fruit for their ancestral memorial rituals (제사). Housewives would also come whenever they needed to buy something. While there’s still traffic before popular holidays, customer numbers have certainly gone down these days. For younger generations, I think shopping at a si-jang is more of a special occasion you do sometimes—not a regular occurrence,” Jung said.
Increased competition also plays a role in the dwindling need for si-jangs. Larger supermarkets and online platforms boast greater convenience and a more positive image. “These days, if I ever need to buy something, I just go to the supermarket next to the school or order it. It’s much more convenient. I also think there is a social stigma against si-jangs nowadays. Most people associate supermarkets with cleanliness but si-jangs with being less sanitary. While I personally don’t mind, I think that plays a part in less people going these days,” Hyun said.
Despite these challenges, hope remains for the resurgence of si-jangs. In recent years, government subsidies have helped several markets embrace modernization. Upgraded facilities, new digital payment options, and improved overall cleanliness may help draw new customers. “I like that many vendors take card or wire transfer now. I think most people these days, including myself, rarely carry cash to buy things so it makes it easier to come here, ” passerby Park Jun-yeong said.
Similarly, Mrs. Jung stresses the importance of outreach. “I think si-jangs should adapt to the times and what people want nowadays. I used to just have handwritten signs. I’ve switched to printed and even digital signs a couple years ago, and I think it helps draw attention. If we want to attract younger crowds, marketing is also very important. I’ve seen younger people come just to film videos and take pictures to post on the internet. We need to lean into the atmosphere and strengths that make us unique,” Jung said.
With revitalization efforts underway and increased media attention, si-jangs may again enter a renaissance. Until then, they serve as reminders that culture lies not just in our history books but in our everyday lives. So the next time you pass by a market, grab some grub.
