South Korea's President Becomes First Sitting Leader to Visit Sanchang Market
South Korea’s President Lee Jae-myung visited Sanchang Market in Cheongju, North Chungcheong Province, on the afternoon of the 13th, meeting with merchants and citizens as part of his focus on livelihood issues. Market officials welcomed him, and crowds packed the alleyways to greet the president, who was described as the first sitting president to visit Sanchang Market.
Accompanied by the market association president, the president walked through the market’s lanes, engaging with vendors and shoppers. A husband-and-wife tofu stall became a focal point of the visit, where the president joined a tofu tasting and participated in a spontaneous “tofu mukbang,” drawing attention from onlookers.
During the stop, the president shared childhood memories connected to food, noting how tofu could be especially flavorful when prepared with attention to traditional methods. He recalled his mother’s role in making tofu and other foods during difficult times, describing how his family once faced liquor-related crackdowns and would sometimes move quickly with a liquor barrel in those moments.
When asked about the relative appeal of domestically produced versus imported soybeans for tofu, the market owner replied that domestic soybeans are nearly twice as expensive but that many customers prefer to buy locally sourced products, reflecting trust in domestic agriculture. The president listened to residents’ views and interacted with people who pressed him on economic issues.
Merchants used the moment to urge government support for traditional markets, including the expanded use of digital On-nuri gift certificates to stimulate vending at local markets. The president pledged to pursue practical, on-the-ground measures to help merchants feel the benefits of policy in their daily operations, signaling continued attention to veteran small businesses.
After the market tour, the president dined at a market restaurant, eating a lunch of barley rice with boiled greens, doenjang jjigae (soybean paste stew), and grilled mackerel. The meal underscored a focus on simple, home-style foods tied to local producers and regional traditions.
The visit illustrates a broader governmental emphasis on supporting small businesses, local agriculture and traditional markets as a tool for economic resilience. For U.S. readers, the episode highlights how Korea is integrating digital voucher programs and targeted support for domestic producers into public-facing leadership, with potential implications for supply chains, commodity markets such as soybeans, and consumer prices. It also signals how leaders use public appearances at local markets to convey policy priorities and connect with working-class voters, a dynamic relevant to international observers tracking Korea’s domestic political economy and its influence on markets and trade policy.