Itaewon sees visitors surge as local-brand revival takes hold

A cultural performance takes place on a street-stage setup in Itaewon, Seoul, as part of a local-brand commercial district revitalization program in this undated photo. Courtesy of Yongsan District Office

Itaewon has seen a sharp rise in visitors this year, a trend driven in part by Yongsan District’s effort to revive the area’s local-brand commercial district.

According to the Yongsan District Office on Friday, the initiative is now entering its final stage and has begun to deliver tangible results.

The number of domestic visitors climbed from 1.25 million last year to 1.3 million as of November. Foreign tourist arrivals also exceeded 250,000, up from 240,000 a year earlier.

Famed as Seoul’s international nightlife district, Itaewon suffered a severe downturn after a major cluster of COVID-19 cases was linked to its clubs in May 2020. The government responded with monthslong bans on gatherings at entertainment venues and the resulting collapse in weekend crowds and retail sales left the neighborhood’s service economy deeply scarred, with widespread vacancies in what had once been a bustling district.

Selected in 2023 as a Seoul Metropolitan Government's public support program, the revitalization project was launched to support Itaewon’s commercial district after the 2022 crowd crush that killed 159 people during Halloween celebrations in the area.

As part of the initiative, the district developed a new district brand identity, “Welcome All Itaewon,” designed to reflect the neighborhood’s unique character. It also hosted cultural performances, pop-up stores and community programs along Quy Nhon street and in the Noksapyeong Square area to strengthen the district’s cultural appeal.

In July of last year, the district formed a nonprofit organization called the “Itaewon Governance,” bringing together merchants, residents and local artists.

The Itaewon commercial district support body plans to provide capacity-building training to governance members through the end of the year. Beginning next year, the governance group will take the lead in driving private-sector–led revitalization projects.

“I sincerely thank the merchants and local stakeholders who worked with us to overcome this difficult period and restore Itaewon’s unique value,” said Yongsan District Mayor Park Hee-young. “We will continue supporting Itaewon’s growth into one of Seoul’s most globally attractive commercial districts.”