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The Beauty Beneath the Expressway: A Journey from Self to Service 
An incident unfolded on an online secondhand marketplace involving none other than the renowned U.S. burger franchise, Five Guys. As the brand made its grand debut by opening its first South Korean restaurant in Seoul's vibrant Gangnam neighborhood, eager enthusiasts flocked despite the downpour, with some even waiting overnight for the momentous occasion at 11 a.m.
According to reports, a queue of K-drama celebrities, including actor Yim Si-wan, formed outside the restaurant owned by the Hanwha company, whose core employees received training in Hong Kong. However, what followed the much-anticipated launch was an unexpected twist.
The early bird customer saw a chance for a quick profit and sold his two basic cheeseburgers and all-topping large-size fries on the secondhand e-commerce site Danggeun Market for a profit.
An enterprising individual took to the popular Danggeun Market app to post an enticing offer: two mouthwatering Five Guys cheeseburgers accompanied by a generous serving of golden french fries, all for the price of 100,000 won (US$76.90). Surpassing the individual item costs of 14,900 won for a cheeseburger and 10,900 won for a large order of french fries, this adventurous seller daringly marked up the price by approximately 60,000 won.
Naturally, news of this intriguing sale spread like wildfire across various online communities, triggering a wave of discontent among netizens. Such a significant price hike was deemed quite unreasonable by many. According to a spokesperson of Danggeun, takeout food that is unopened and still in its original, untouched condition in its original packaging may be sold on the platform.
The South Korean consumer has since drawn criticism for attempting to cash in on the popularity of Five Guys burgers. This unconventional transaction leaves us pondering the intersection of brand loyalty, market demand, and the willingness to pay a premium for an extraordinary dining experience.
Photo: Chris Kursikowski/Unsplash
