The article discusses the phenomenon of “people’s market” in contemporary Greek cities and towns. Historically, the market in Greece has played an important role not only as a place of trade, but also as a concentration of social and political life. The word αγορά, derived from the ancient Greek verb ἀγορεύω (“to speak publicly”), meant not only a market square but also people’s assembly in Ancient Greece. In modern society, the “people’s market” has almost lost its political function. From a commercial point of view, it should have been replaced by mega-stores, supermarkets, and online commerce, especially during the covid pandemic. However, today in Greece this phenomenon does not lose its relevance and even acquires new functions. In a large city, the “people’s market” is embedded in a new ideology of environmental friendliness of the goods for sale and in the discourse related to the identity of the Modern Greek. In addition, a street market in a city retains the archaic functions of socializing residents, exchanging information, and being a barometer of political sentiment. For rural residents, λαϊκή αγορά is an opportunity to sell an agricultural product and exchange information and contact with the urban environment. Internationally, outside Greece, the Greek folk market is sometimes positioned as a distinct brand.