Selected for Ministry of SMEs and Startups' promising alley commerce program, securing 230 million won ($149,000) in national funding
District to link Yi Sun-sin birthplace site and Chungmuro film culture into a stay-and-explore tourism district
Support to cover brand development, environmental improvements, tourism content and marketing
The Euljimyeongbo alley shopping district in Seoul's Jung-gu has been selected for the Ministry of SMEs and Startups' "2026 Promising Alley Commerce Development Project."
Jung-gu will combine the 230 million won ($149,000) in national funding secured through the selection with district funds, bringing total investment to 460 million won, to develop Euljimyeongbo into a cultural tourism destination where history, culture and sightseeing converge.
The Promising Alley Commerce Development Project identifies alley districts with strong growth potential and provides comprehensive support covering infrastructure, branding, marketing and local entrepreneurship.
Jung-gu entered the competition as part of a consortium with the Seoul Jung-gu Commerce Development Center — the first public-private partnership commerce management body of its kind in the country — and the Euljimyeongbo Alley Merchants' Association.
The Euljimyeongbo alley shopping district sits at the heart of Seoul's downtown tourism belt connecting Myeong-dong, Chungmuro and Euljiro. The surrounding area is rich in historical and cultural assets, including the birthplace site of Admiral Yi Sun-sin, the Chungmuro film street, the Seoul Film Center and Myeongbo Art Hall. The district draws local residents, office workers, young visitors and tourists alike, with its long-established eateries, distinctive alleyways and the retro atmosphere unique to Euljiro.
Building on these strengths, Jung-gu plans to sharpen the district's competitive edge through a public-private partnership framework. Support will span brand and merchandise development, the creation of history and culture experience content, a nighttime stay-oriented festival, the installation of pole signs and digital signage, efforts to strengthen merchants' product competitiveness, and AI-based skills education for business owners.
The district also plans to develop storytelling content centered on the history of Admiral Yi Sun-sin's birthplace site and to install photo zones and a multilingual QR tourism guide system, so domestic and international visitors can experience history and culture throughout the alley.
In partnership with the Seoul Film Center, the district will host a local festa and a companion festival, extending Chungmuro's cultural content into the alleyways through film screenings, performances and street events featuring actors and other public figures from popular culture.
Alongside this, the district plans to organize resident participation programs and events so local communities can directly feel the benefits of the revitalization effort, laying the groundwork for a district that grows together with its residents.
Through the project, Jung-gu aims to establish Euljimyeongbo as Seoul's premier cultural tourism alley district — a neighborhood destination where anyone can visit, linger and enjoy.
"The Euljimyeongbo alley shopping district is a commerce zone with abundant historical and cultural resources and strong potential," district mayor Kim Gil-sung said. "We will do our utmost to develop it into a sustainable, stay-oriented cultural tourism district that injects vitality into the local economy."
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