Seoul Metropolitan Government has announced enhancements to its newly launched 'Birth Support Mall' (tanseng.co.kr) following public criticism over its pricing. The mall, a collaborative effort between the city, Shinhan Card, and LG CNS, aims to provide affordable childcare products to tackle the city's low birth rate.

In response to concerns, the city will implement a lowest-price guarantee for essential items like diapers and formula. If a lower price is found elsewhere, the difference will be compensated, excluding secondhand or limited-time promotional offers. These items will be clearly marked on the mall's website starting March 19.

"We have addressed the feedback from our initial month of operation, focusing on providing more affordable shopping options," said a Seoul city official. "Customers can now compare prices and request compensation for any discrepancies."

Launched on February 25, the mall faced backlash for selling some products at prices higher than market rates, contrary to the city's promise of discounts up to 50%. Online parenting communities voiced their disappointment, citing limited savings and coupon restrictions.

"Products that caused pricing disputes have been removed from the mall," the city official stated. "LG CNS, the mall's operator, will continue to monitor and adjust prices to ensure customers benefit from the discounts."

Additionally, holders of the 'Multiple Children Happiness Card' issued by Seoul and Shinhan Card will receive a 20% discount coupon for diapers and formula. These coupons, limited to three per person (maximum discount of 10,000 won each), will be available from March 19 at 10 AM.

The city maintains that current prices for diapers and formula are on average 17% lower than other online retailers, with some items discounted up to 44%. "With the additional 20% coupon, we expect to significantly reduce childcare costs for families," the city official added.