How to Say "It's Too Expensive" in Korean — Haggling at Markets and Shops

How to Say "It's Too Expensive" in Korean

One of my first experiences in Seoul 12 years ago was at Namdaemun Market. I wanted to buy a t-shirt, the vendor quoted a price, I pulled out my wallet like a good Frenchman used to fixed prices… and my Korean friend grabbed my arm, whispering: "Wait, what are you doing? You have to negotiate!"

That day, I learned two fundamental things: first, that 너무 비싸요 (neomu bissayo — it's too expensive) is a survival phrase in Korea. Second, that negotiation is an art that requires practice — but not everywhere.

Essential Price Expressions

너무 비싸요 (neomu bissayo) — It's too expensive

This is THE phrase to know. Universal, direct, effective.

• 비싸요 (bissayo) — It's expensive (polite)
• 너무 비싸요 (neomu bissayo) — It's too expensive (polite)
• 비싸다! (bissada!) — That's pricey! (exclamatory, casual)
• 좀 비싼 것 같아요 (jom bissan geot gatayo) — I think it's a bit expensive (more diplomatic)

The last expression is my favorite for delicate situations. Instead of saying "it's too expensive" directly, you say "it seems a bit expensive to me." Very Korean in its indirect approach.

좀 싸게 해 주세요 (jom ssage hae juseyo) — Give me a better price

Literally: "Make it a bit cheaper for me, please." This is the magic phrase at the market.

• 좀 싸게 해 주세요 (jom ssage hae juseyo) — A bit cheaper, please
• 좀 깎아 주세요 (jom kkakka juseyo) — Lower the price a bit, please
• 깎아 주세요 (kkakka juseyo) — Give me a discount

깎다 (kkakda) literally means "to cut/trim" — you're asking the vendor to "cut" the price. I love this image.

할인 돼요? (halin dwaeyo?) — Is there a discount?

• 할인 돼요? (halin dwaeyo?) — Is a discount possible?
• 할인해 주세요 (halinhae juseyo) — Please give me a discount
• 학생 할인 있어요? (haksaeng halin isseoyo?) — Is there a student discount?

이거 얼마예요? (igeo eolmayeyo?) — How much is this?

Before negotiating, you need to know the price. This phrase is your starting point.

• 이거 얼마예요? (igeo eolmayeyo?) — How much is this? (polite)
• 이거 얼마야? (igeo eolmaya?) — How much? (casual)
• 전부 다 얼마예요? (jeonbu da eolmayeyo?) — How much for everything?

Where to Negotiate (and Where NOT To)

After 12 years in Seoul, I've learned — sometimes the hard way — that there are unwritten rules about negotiation.

✅ Where You CAN Negotiate

Traditional markets (시장 - sijang):

This is the playground for negotiation. Markets like 남대문시장 (Namdaemun), 동대문시장 (Dongdaemun), or 광장시장 (Gwangjang) are places where negotiation is expected and even appreciated.

My 3-step technique:

1. Ask the price: 이거 얼마예요?
2. Make a subtle grimace and say: 좀 비싼 것 같아요
3. Propose: 만 원에 해 주세요 (make it 10,000 won)

Street shops in tourist areas:

In Myeongdong or Insadong, many small shops allow negotiation, especially if you're buying multiple items.

• 두 개 사면 싸게 해 줄 수 있어요? (du gae samyeon ssage hae jul su isseoyo?) — If I buy two, can you make it cheaper?

Flea markets and street vendors:

Negotiation is part of the game. Don't hesitate.

❌ Where You Should NOT Negotiate

Department stores (백화점 - baekhwajeom):

At Lotte Department Store or Shinsegae, prices are fixed. Attempting to negotiate would be extremely embarrassing — for you and the salesperson.

Convenience stores (편의점 - pyeonuijeom):

GS25, CU, 7-Eleven have fixed prices. Obviously.

Restaurants:

You don't negotiate the price of bibimbap. However, you can ask for a 서비스 (seobiseu)!

Chain stores and supermarkets:

E-Mart, Homeplus, Costco — listed prices, no negotiation.

The Concept of 서비스 (seobiseu)

This is one of my favorite Korean words. 서비스 (from the English word "service") doesn't mean "service" in Korea — it means "free bonus" or "merchant's gift."

• 서비스로 하나 더 주세요 (seobiseuro hana deo juseyo) — Give me one more as a bonus
• 서비스 없어요? (seobiseu eopseoyo?) — No little bonus?

At the market, if you buy fruit and you're friendly, the vendor will often throw in an extra apple or tangerine saying "서비스!" It's the culture of the little free extra, and it's beautiful.

My tip: instead of asking for a discount, ask for a 서비스. Vendors often prefer adding a little something rather than lowering the price.

Online Shopping in Korea

Korea is an online shopping paradise, and the best deals are often digital:

• 쿠팡 (Kupang / Coupang) — The Korean Amazon, with next-day delivery (or even same-day!)
• 로켓배송 (roket baesong) — Rocket Delivery (Coupang's express service)
• 네이버 쇼핑 (Neibeo syoping) — Naver Shopping, the price comparison tool
• 당근마켓 (Danggeun Maket) — Korea's Craigslist (literally "Carrot Market")

I discovered 당근마켓 three years ago and it changed my life. It's the best place to find second-hand deals and it's an excellent way to practice Korean through messages.

Essential Shopping Vocabulary

Useful Payment Phrases

• 카드 돼요? (kadeu dwaeyo?) — Do you accept cards?
• 현금만 돼요 (hyeongeumman dwaeyo) — Cash only
• 영수증 필요 없어요 (yeongsujeung piryo eopseoyo) — I don't need the receipt
• 포장해 주세요 (pojanghae juseyo) — Please wrap it
• 선물이에요 (seonmurieyo) — It's a gift (for gift wrapping)

Typical Market Dialogue

Here's a realistic dialogue I've experienced dozens of times:

Me: 이거 얼마예요? (How much is this?) Vendor: 삼만 원이에요. (30,000 won.) Me: 좀 비싼 것 같아요... 이만 원에 해 주세요. (Seems a bit pricey... How about 20,000?) Vendor: 안 돼요, 이만오천 원. (No, 25,000.) Me: 두 개 사면 사만 원에 해 줄 수 있어요? (If I take two, can you do 40,000?) Vendor: 좋아요! (Deal!)

The key is smiling and good vibes. Negotiation in Korea isn't a fight — it's a dance.

Nicolas's Tips for Negotiating in Korea

1. Always smile — Aggressive negotiation doesn't work in Korea
2. Buy in bulk — "두 개 사면..." is your best argument
3. Pay cash — Some vendors give better prices to avoid card fees
4. Ask for 서비스 rather than a discount — Often more effective
5. NEVER negotiate at department stores or restaurants — You'll look uncivilized
6. Compare on Naver Shopping before buying — You'll know the real market price

Shopping in Korea is an experience in itself. Whether you're at Namdaemun Market or on Coupang, knowing how to say 너무 비싸요 is your passport to better deals.

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