CreatripTeam

Sokcho, a popular coastal city in Gangwon Province, has passed a new ordinance to restore trust after nationwide backlash over a rude squid stall incident. The city council approved a measure establishing a “Kindness Recommended Business” program to certify and support service businesses (e.g., restaurants and lodgings) that demonstrate courteous service. Selection will be based on visitor nominations, positive media stories, merchant group recommendations, and on-site evaluations. Certified businesses receive training, facility-improvement support, promotional help, and a “kind business” plaque, while establishments with rude-complaint records or administrative penalties can lose certification. The move follows viral footage of an owner’s offensive remarks at a squid (ojingeo) stall and subsequent industry apologies, temporary shutdowns, and mandatory friendliness training as Sokcho seeks to shake off its “rip-off city” reputation and reassure the millions of annual visitors.