Four years after a deadly crowd crush cast a long shadow over Seoul’s best-known nightlife and dining district, Itaewon’s residents and small-business owners are taking the lead in writing its next chapter. The Yongsan District Office said it will host Rising Itaewon, a two-day neighborhood festival running Saturday and Sunday. Unlike top-down municipal tourism campaigns, the festival was conceived and organized directly by locals working to heal the community and revive foot traffic following the Oct. 29, 2022 tragedy. Since August, a 12-member committee of neighborhood leaders and merchant representatives has met repeatedly to design programming aimed at showcasing the area’s independent shops and multicultural flair. Built around four themes — run, music, market and people — the festival invites visitors to explore Itaewon’s side streets through daily events. Each morning from 10 a.m. to noon, “Rising Run” combines a casual neighborhood jog with trash collection along Itaewon’s alleys. From noon to 8 p.m., Noksapyeong will host the Itaewon Local Market, pairing arti