South Korea's President Lee Jae-myung Visits Market to Boost Small Businesses, Digital Payments

President Lee Jae-myung visited Sachat Market in Cheongju’s Seowon District on the 13th, greeting merchants and residents. The briefing from Cheong Wa Dae deputy spokesperson Jeon Eun-soo covered the visit in writing.

He stopped at a tofu shop to sample freshly made tofu. When asked which soybean origin customers prefer, the shop owner said tofu made from domestic soybeans is nearly twice as expensive as tofu made from imported beans, but customers still seek out products from domestic farms.

The president also sampled a hotteok priced at 1,000 won, and, according to the deputy spokesperson, smiled after noting the affordable price.

Merchants asked for support to boost the use of digital Onnuri gift certificates. The president said he would continue to monitor to ensure that tangible, practical assistance reaches merchants.

Later, Lee dined with merchants at a market restaurant, where the menu included barley rice, kimchi-style seasonal greens, doenjang-jjigae, and grilled mackerel.

During the visit, the president emphasized that “in business, sincerity will ultimately resonate,” and that when merchants treat customers with genuine care, business prospers. He added that he believes the government’s sincerity will reach the people.

The deputy spokesperson noted that merchants told him he was the first president to visit Sachat Market, and offered encouragement: “Please make a better country” and “take care of your health as you work.”

For U.S. readers, the visit illustrates Korea’s emphasis on supporting small businesses and local agriculture, as well as expanding digital payments in traditional markets. These moves can influence consumer prices, supply-chain resilience, and the pace of tech-enabled retail in a major Asian economy, with potential implications for trade partners and multinational firms operating in Korea.