Seoul Metropolitan Government announced on September 8 that autumn festivals will be held across 10 local brand commercial districts throughout September and October, showcasing each neighborhood's unique charm and local stories.

The initiative aims to revitalize local economies by highlighting the distinct characteristics of each area. University districts will feature vibrant street dining (yajang) and live performances, art-specialized districts will offer exhibitions and creative workshops, and foreign-dense districts will introduce global cuisines and international cultures.

The festival series kicked off on September 4–5 in Dongjak-gu’s "Noryangjin Mannaro" with the "Like Fireworks" festival. This event transformed the Noryangjin alleyways into a novel visual experience featuring dazzling illumination streets, photo zones utilizing the commercial district's brand identity (BI), and diverse interactive programs. Following closely on September 5–6, Seocho-gu’s "Chemistreet Gangnam Station" area hosted a brand pop-up and outdoor street dining festival centered around culinary delights and lifestyle trends.

Several major events are scheduled for mid-September. On September 10, Gwangjin-gu’s "Gundae Cheongchun-it-gil" will host the "Night Beer Festival." Regarded as the largest street dining festival near Konkuk University, it features live performances by singers and DJs, vibrant outdoor food stalls, and a youth flea market designed to capture youthful university energy. In Jungnang-gu, the "Sangbong Meokja Golmok Festival" runs through September 11, with the main event day featuring an outdoor "Sangbong Yajang," hands-on experience programs, and cultural performances.

Gwanak-gu’s "Sharosugil" will launch "Youth Arcade Season 2" on September 12. Spanning five sessions through October 17, the event includes booth games, interactive experiences, and performances, alongside commercial district coupons linked to a dedicated Sharosugil app to encourage visitors to patronize nearby shops. In Dongdaemun-gu, "Hoegirang-gil" will hold the "Hoegirang-gil Wonderlot Festival" on September 15 in conjunction with Kyung Hee University’s fall festival. A car-free zone will be established to operate large-scale street dining, with main stage DJ parties broadcast simultaneously across various spots in the district to deliver a lively autumn night.

Gangseo-gu’s "Magok Art-gil" will host the "Everyone is an Artist Festival" on September 19, offering a relaxing street experience geared toward families, featuring art exhibitions, live painting, and a children's art competition.

As the season shifts into October, festivities continue across other unique districts. On October 9, Seongbuk-gu’s "Seongbukdong-gil" will hold the "Following the Path Seongbukdong-gil Festa," themed around alleyway and bus travel as well as local exploration. Programs include mission-based alley exploration games, stamp tours, and commemorative photo zones. On October 24, Jung-gu’s "Gwanghwirod" will host the "Global Gwanghi Bazaar," offering visitors an exotic experience with foods and handicrafts from five different countries. Finally, Gangbuk-gu’s "4.19-ro" will wrap up the series on October 31 with the "4.19-ro Local Event Festival," centered around the theme of well-being—eating well, resting well, and enjoying life—with diverse food vendors and a flea market.

Park Kyung-hwan, Director General of the Labor and People’s Livelihood Policy Bureau at the Seoul Metropolitan Government, stated that the city has prepared diverse and distinctive stages in collaboration with local merchants by leveraging the unique charms of each alley commercial district, such as outdoor dining, gourmet food, and art. He added that the city will spare no support in creating commercial districts where citizens can fully enjoy the romance and vitality of autumn in their local neighborhoods.

Beyond the initial announcement, Seoul's local brand commercial district project is part of a broader, ongoing urban revitalization strategy first initiated by the city government to strengthen neighborhood identities and foster sustainable small business ecosystems. By moving away from standardized commercial support and tailoring programs to regional characteristics—such as the youth culture of university hubs or the multicultural aspects of foreigner-dense areas—the city aims to distribute foot traffic away from overcrowded downtown hubs and toward diverse residential and commercial communities. Urban planning experts note that these targeted neighborhood festivals significantly boost local merchant sales and enhance community engagement, transforming ordinary alleys into vibrant cultural destinations.