Five Guys burger scalpers face online criticism as popular US chain makes South Korean debut

The asking price on a second-hand platform for two cheeseburgers and fries from popular US chain Five Guys was more than double the regular cost

South Koreans are the biggest spenders on luxury goods per capita, with many feeling it is important to be seen as rich

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Customers wait outside the Five Guys store in Seoul. Photo: Twitter/dm1217dm

Published: 6:52pm, 28 Jun 2023Updated: 6:58pm, 28 Jun 2023

A South Korean customer has come under fire for trying to capitalise on the craze for Five Guys burgers, which this week opened its first outlet in the country, by selling a snack set for 100,000 won (US$76) on an online marketplace.

The US fast-food chain’s store in Seoul’s wealthy Gangnam district drew snaking queues as diners braving the wet weather jostled to grab a bite.

K-drama stars including actor Yim Si-wan also reportedly lined up outside the restaurant run by the Hanwha conglomerate that trained its core staff members in Hong Kong.

But an early bird patron sensed a quick income opportunity and flipped his two basic cheeseburgers and all-topping large size fries for a profit on the second-hand e-commerce platform Danggeun Market.

The asking price was more than double the regular cost of the set (40,700 won), sparking backlash from South Korean social media users who blamed the trend on the fear of missing out consumerism.

“I think it’s fascinating. It’s the only country I know of where the pricing strategy of luxury brands makes national news,” said a user.

Some suggested selling burgers on second-hand marketplaces should be prohibited for the sake of public health and it also contravenes local food sanitation rules.

Queues at the new Five Guys outlet in South Korea. Photo: Instagram/Five Guys Korea