On April 6, “Kyungheedam-gil”, a commercial district near Kyung Hee University (KHU), was selected as a target for the 2025 Local Brand Fostering Project, organized by the Seoul Metropolitan Government (SMG) and Seoul Credit Guarantee Foundation (SCGF). The area was chosen for its vibrant and global atmosphere, shaped by students and international residents. Given its proximity to the University, the project is expected to impact KHU students.

What Is the 2025 Local Brand Fostering Project?

This joint project by the SCGF and the SMG aims to revitalize local economies by discovering unique content and nurturing creative small business owners. As offline shopping districts struggle with the rise of online consumption, this project was launched to help local business owners. 

Areas are selected on criteria such as originality, growth potential, and the strength of their local storytelling. For example, Sharosu-gil, a street near Seoul National University, was chosen for its youthful and creative atmosphere, while Chemi Street near Gangnam Station was recognized as a hub for the K-lifestyle. These areas had been losing their unique charm due to the spread of commercial chains, but were rebranded by the development of local brand identities. Ultimately, these areas have transformed into

destinations offering distinctive experiences.

What Is Kyungheedam-gil?

Kyungheedam-gil is a compound of Kyung Hee and damgil, meaning a street where stories flow. It is a five-minute walk from Hoegi Station and is also close to nature-friendly attractions such as Cheonjang Mountain and Hongneung Arboretum. The area is known for traditional eateries, unique local shops, and diverse global restaurants, like Kong Kebab, Bonghwa Lamb Skewers, and Kota. 

With nearby universities such as KHU, Hankuk University of Foreign Studies (HUFS), and the University of Seoul (UOS), the area maintains a youthful and distinctive vibe. It is seen as a place where the spirit of youth, diversity, and locality coexist—qualities that contributed to its selection for the project.

Future of Kyungheedam-gil: Plans and Expectations

Through this project, SCGF, SMG, and the local government are willing to build a local network together, develop brand identity, produce content, and implement both online and offline marketing strategies. A unique slogan tailored to Kyungheedam-gil’s identity is also expected to be developed, like Sharosu-gil’s “One Day Pause, Sharosu-gil.” 

The Foundation’s planning team expects the project to serve as a launchpad for small business owners to grow their brands, while visitors experience the area as a vibrant space filled with food, performances, and various markets. Eventually, they aim to establish Kyungheedam-gil as one of Seoul’s sustainable local brands. 

Local business owners and students also shared their expectations for the project. The owner of the bakery Portuá said, “Most of our customers are from KHU, HUFS, and UOS, and we also get foreigners from time to time. I’m looking forward to getting more diverse customers throughout the project.” Nam Ha-kyung, a sophomore in the Dept. of Political Science and International Relations at KHU said, “I am excited to see the area become more vibrant. Since it is called Kyungheedam-gil, I hope there will be lots of activities that KHU students can enjoy.”

The selection of Kyungheedam-gil for the Local Brand Fostering Project marks a promising turning point for the commercial district near KHU. In particular, the development of a local brand centered on young people and foreigners is likely to impact KHU students directly. Through this project, the area around the University is poised to transform into a sustainable space that energizes both student life and the local community.