Saw 'Saju: 10,000 Won' and Went In, but Was Told 'Pay 220,000 Won'... Consumers Outraged

Unclear pricing at saju and tarot shops on Hongdae Street

Shops advertise low prices, then demand extra fees after consultations

Korea Consumer Agency received 20 damage-relief claims last year... the most in five years

Ms. Bae, in her 20s, visited the “S Saju and Tarot Shop” on Hongdae Street in Mapo-gu, Seoul, and went inside after seeing the prices posted outside. The sign read “Saju: 10,000 won” and “Tarot: 5,000 won.” But after the consultation, she was quoted 220,000 won. The owner explained that the total was 200,000 won, consisting of 50,000 won for a saju reading for Ms. Bae, 50,000 won for one for her boyfriend, and 100,000 won for a compatibility reading, plus 10% VAT for card payments. Ms. Bae protested that she was being charged for her boyfriend’s reading and the compatibility reading without having been informed of or agreeing to those costs in advance. In the end, the original 220,000-won payment was canceled and a new payment of 60,000 won was made, but the dispute lasted more than 20 minutes.

A sign reading “Saju: 10,000 won; tarot: 5,000 won” is posted at the entrance to a Saju and tarot shop on Hongdae Street in Mapo-gu, Seoul, on the 8th. Oh Jieun, staff reporter.

Consumers visiting shops for saju and tarot readings are increasingly finding themselves facing unexpected charges. Some businesses attract customers by advertising low prices outside, then add charges during the consultation depending on the service provided or the number of questions asked.

A random survey of 10 saju and tarot shops in the Hongdae Art Street area found that the information provided to consumers varied from one business to another. Four of the 10 shops declined to give a precise price, saying customers would need to have a consultation to find out the exact amount. Although they said they charged 5,000 won or 10,000 won per question, they said the cost could vary depending on the details of the consultation or the customer’s circumstances, making it impossible to know the price before the consultation. Another three shops said additional services could cost an extra 20,000 to 50,000 won, while only three explained set prices, such as 30,000 won for a basic fortune reading or 50,000 won for a comprehensive reading. This makes it difficult for consumers to determine the exact cost in advance, even when they carefully check and ask about prices themselves.

Consumer complaints related to fortune-telling services have continued to arise. Applications for consumer dispute resolution related to these services filed with the Korea Consumer Agency rose from zero in 2021 to seven in 2022 and 18 in 2023. The number fell to six in 2024, but rose again to 20 last year, the highest figure in the past five years.

With fortune-telling services, consumers often find it difficult to know in advance what services will be provided, what additional items may be added during the consultation, and what the final cost will be. In particular, businesses often display only a basic price outside and then add separate services during the consultation, such as a saju reading for another person or a compatibility reading. As a result, the amount consumers initially expect to pay often differs from the amount they are actually charged.

On the 8th, a message reading "Saju: 10,000 won, Tarot: 5,000 won" was displayed on an LED sign at the entrance to a saju and tarot shop on Hongdae Street in Mapo-gu, Seoul. Photo by Oh Jieun, reporter.

The Fair Trade Commission said that this type of pricing may violate the Act on Fair Labeling and Advertising. The aim is to ensure that prices and additional charges are clearly disclosed so consumers can properly understand the costs they will actually have to pay before choosing a service. An FTC official said, “If important information that could affect a consumer’s decision to purchase is omitted, we consider it deceptive advertising,” adding, “Exceptions may apply when there is no restriction of competition or the transaction amount is not large.”

Experts said consumers should be able to estimate the final cost before beginning a consultation for a fortune-telling service. Lee Eun-hee, a professor in the Department of Consumer Studies at Inha University, said, “The final price should also be displayed outside the building,” adding, “Providing accurate information in advance allows consumers to compare and make an informed decision before choosing a service.”

This content was produced with the assistance of AI translation services.