In the process of rapid economic growth in Korea, economic polarisation continues to be an issue due to the excessive concentration of wealth, and recently, COVID-19 has caused a large number of economic weaknesses. As economic polarisation intensifies, a new market balance is necessary for Seoul fair economy, by achieving economic recovery at the same time as multi-dimensional support to alleviate economic polarisation. Fairness discourse has become an issue for policy and fair economy, which implies that fairness in the economic sector has turned out to be an important issue for the central government as well as for the Seoul Metropolitan Government.

Seoul has established a vision, a fair economy city where fair transactions and distribution are practised, and has established tasks for realising a fair economy by dividing it into small business owners, cultural artists, tenant merchants, and consumers. In order to create a fair economic environment for small business owners and cultural artists, we have tried to establish a fair trade order by eradicating unfair trade practices. To this end, projects, such as, operating a comprehensive fair trade counselling centre, strengthening market monitoring activities through unfair trade surveys, registering and managing franchise information disclosure, providing information on franchise start-ups, and expanding education, are being promoted. For rental merchants, the goal was to create a stable business environment by strengthening the support system to resolve commercial lease disputes. In order to promote consumer rights and interests by strengthening consumer damage prevention and damage relief for consumers, consumer education is advocated to prevent and relieve illegal loan damage and financial fraud.

Based on the central government's fair economy response policy, Seoul's fair economy-related projects, and overseas case studies, creative and practical policy directions to realise Seoul are as follows. Firstly, to improve the profit structure by strengthening the competitiveness of small and medium-sized enterprises and small businesses. Rational profit distribution and wage gap would be resolved by establishing a system which enhances cooperative relationship between small and medium-sized enterprises and large firms. It is necessary to minimize systems and regulations so that various new types of distribution channels can develop into an economic ecosystem. Secondly, the gap in bargaining power between subcontractors and affiliated agencies should be resolved and equal. A relationship is promoted by improving awareness. In transaction relations between companies, a support system should be established to alleviate information asymmetry through information disclosure to bridge the gap in bargaining power and, to enable timely counsel and legal advice in the event of a dispute. It is necessary to establish a support system to resolve disputes between companies and the hardships of subcontractors in the Seoul service industry that might arise in new market areas which would emerge as various distribution channels. Thirdly, it is necessary to strengthen the protection of consumer safety and economic rights and interests by establishing consumer sovereignty. In particular, various damages have occurred due to the recent development of new types of products and services, such as, the distribution market structure centred on online platforms and the subscription economy. This should be prevented and at the same time, a consumer counselling centre should be implemented to achieve relief efficiency. Monitoring activities should be strengthened and close cooperation with related agencies in the region should be established to monitor areas where consumer damage is frequent, such as, commerce, multi-level sales, and e-commerce. Finally, as a more mid- to long-term alternative, it is necessary to strengthen the sharing of environmental public goods by promoting the revitalisation of the Seoul Metropolitan Government's circular economy. To this end, it is necessary to share the production and design of the recyclable manner and to strengthen responsibility for waste management. In addition, the operation of recycling centres, organic cafes, and environmental education facilities should be expanded.