Residents of Wonju's innovation city have launched an ESG stamp tour campaign aimed at promoting both environmental awareness and local economic activity ahead of a second wave of public institution relocations to the area.
Hyeoksin-ogil, the alley shopping district in Zone 5 of the Wonju innovation city (Hyeoksin-ro 58 and surrounding streets), announced Monday that the campaign will run through Nov. 30.
The event stems from the Zone 5 alley merchants' association being selected in June for the Ministry of SMEs and Startups' 2026 Local Commercial District Development Project, a competitive grant program for promising alley shopping zones. It was designed to draw more visits from local residents and nearby public institution workers and to boost the local economy.
The tour links everyday spending to ESG practices such as promoting locally sourced food. The merchants' association planned the initiative so that residents' consumer activity would simultaneously support the local economy and contribute to environmental protection.
Alongside this, a main "2026 Early Christmas" festival will be held Friday and Saturday along Hyeoksin-ro 58 in Wonju.
Performances and food booths will run during the festival, while a Christmas tree, decorative lighting and photo zones installed on site will remain available through the stamp tour's closing date of Nov. 30.
Participants join the ESG stamp tour by scanning QR codes displayed at participating stores with their smartphones to collect stamps. As visitors move from store to store, they are naturally introduced to shops beyond their usual haunts. Collecting three, six or nine stamps earns tiered rewards at Oisso, a hub space within the shopping district — commemorative goods on Mondays, Wednesdays and Fridays, and Wonju desserts made with locally grown produce on Tuesdays and Thursdays.
Lee Eun-deok, chair of the Zone 5 alley merchants' association, said visitors who collect stamps while exploring the neighborhood's shops will discover what makes Hyeoksin-ogil special. "The merchants have put a great deal of care into their preparations, so we hope many people will come out with family and colleagues," Lee said.
Shin Hyeon-jeong, head of Wonju's economic promotion division, said the stamp tour and Early Christmas festival — both conceived by the merchants themselves — offer a rich variety of experiences and encouraged residents to visit Hyeoksin-ogil. "We will continue to provide unwavering support so that alley shopping districts can build self-sufficiency and vitality," Shin said.
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